Conventional research approaches to understanding prescribing behavior lack the insights required today
A physician's decision - or reluctance - to prescribe your drug over the competition has long been influenced by a number of factors, such as clinical efficacy, sales rep touchpoints, marketing materials etc. However, the proliferation of online medical information, social media referrals and wellness apps have added more considerations to the mix as patients take more control over their health. Now physicians, and other healthcare professionals, are assuming more of a “listener” role during consultations vs. solely the “adviser” role.
This shift in interaction between prescriber and patient, coupled with mounting time and cost pressure from the payers, places more importance than ever on accurately understanding why and when physicians make their prescribing decisions.