Our Analytics Can Uncover the Key Market Drivers
Learn What Really Influences Treatment Decisions
We use advanced analytics to help identify the real drivers behind physicians’ treatment and prescribing behaviors.
The Decision Process:
Learn Why Physicians Treat the Way They Do
By studying representative physicians and anonymous target patients, we capture:
— How physicians treat
— Why physicians treat
— Results of treatment
— Likelihood of modifying treatment
— Reasons for drug choice
We also capture the treatment algorithm, e.g.:
— Diagnosis and protocol
— Dosing, titration, duration
— Treatment layering
— Safety, efficacy
— Switching behaviors
— Patient characteristics
— Physician characteristics
— Patient compliance
— Insurance, cost issues
• Appropriately represent the inconvenient:
— We include groups underrepresented in or excluded from panel or other convenience studies.
— Our samples meet the core requirement of a representative study:
Panel physicians should be represented, but not over-represented!
Good decisions require valid samples:
NOT the widely used panel samples that:
• Include the convenient:
— Easy-to-select physicians
— Glad-to-participate physicians
• Exclude the inconvenient:
— Marketing-research resisting physicians
— Heavily burdened physicians
— Other hard-to-reach physicians
Clarity’s representative samples:
• Mirror all segments of target population
In this example, our client had believed progression risk was the most significant driver and had made it an end point in clinical trials. Our study found through logistic regression analysis that recurrence risk and whether physicians followed guidelines were even more significant influences.
Citations of these findings from our patient records study were used to successfully modify the clinical development plan of a new product that previously had been found not acceptable by both the FDA and the European Medicines Agency (EMEA).
Sometimes Less Is More!
We Strive for a
In the U.S., the American Medical
Association Masterfile contains:
• A complete list of physicians
• Accurate contact information
• Key demographic and practice metrics for target physicians nationally and by region/subregion
When we use a client list, we make sure we obtain a representative sample of that target universe by selecting a sample of the list that mirrors its demographic and physician practice characteristics
Why sampling matters: