It’s an insight that fuels every part of the launch strategy, from creating an appropriately sized sales force to preparing guidance for Wall Street. It gives companies clarity on their challenges and visibility of their opportunities, helping brands penetrate tough markets, build sustainable momentum and gain valuable market share.
However, in the real world, understanding product uptake often requires significant interplay between HCPs, patients, caregivers and payers. In some situations, such as OTC products or a cash-pay market, patient preference is the dominant factor.
Meanwhile others, such as oncology, where the patient has a driver mutation, are normally either payer or physician-driven, with patient preferences making little impact, other than willingness to accept any therapy at all. Taking the views of multiple stakeholders into account allows for more accurate assessments, especially in markets where payers, HCPs and patients all play an important role in the decision-making process.
