Understanding your stakeholders’ buying, adherence and prescribing decisions enables you to develop and promote your product in the most effective ways. Stated-preference studies, including conjoint analysis, stated-choice studies, discrete-choice experiments and willingness-to-pay surveys can be carried out for a variety of pharmaceutical commercialization purposes, including:
Product Development Strategies
Identify promising new treatments early in development and quantify the relative importance that decision makers place on particular treatment features. This information can help to predict the value of a successful product and can be used to assist in designing clinical trials.
Product Uptake
Estimate patient preferences for new treatments relative to competing treatments. These results can be used to understand potential product uptake.
Product Value Support
Demonstrate the value of key product attributes that differentiate your product from the competition.
Market Segmentation
Identify customer groups with diverse preferences to enable more focused product marketing and promotion.
Adherence and Treatment Effectiveness
Identify the treatment attributes that affect patient adherence and ultimately treatment effectiveness. Quantifying improved adherence can be used to demonstrate additional value for your product.
The following graph illustrates the relative importance of treatment attributes to patients. In this hypothetical insulin-therapy case, avoiding one additional injection per day is twice as important as improving glucose control.
SENIOR LEADERSHIP
A Brett Hauber, PhD Global Head of Health Preference Assessment and Market Access
