The Experience Trial is a scientifically validated model describing how physicians adopt new products. The program recognizes that the 1st Rx does not equal Success, nor does the 1st Rx equal a Customer and that the 1st Rx certainly does not equal a Decision to Adopt. Furthermore, the model acknowledges that Physicians decide on the desired clinical outcome (patient benefit) before they look at treatment options (Drug A vs. Drug B).

1. Contrasting The Traditional Launch Model
With The Experience Trial Launch Model

2. New Times Require
New Solutions
2

3. Pre-launch Promotion
Traditional Experience Trial
Launch Model Model
Starting from a Dead Stop Accelerate the Sales Cycle
3

4. What’s the Problem Your New Drug Solves?
Traditional Experience Trial
Launch Model Model
Any Rx is a Good Rx Single Patient Focus
“I have a solution let’s “You have a defined problem
look for a problem.” I have a solution.”
4

5. Quality of the Sales Conversation
Traditional Experience Trial
Launch Model Model
Sales Calls Sales Calls
Out of Sync with Adoption Model Brand/Clinically Relevant
5

6. New Product Promotion
Traditional Experience Trial
Launch Model Model
Trial
Trial
Growth
Growth
Expansion
?? Where?? Expansion
Sabotaging The Future Growth Platform
6

7. Call Frequency
Traditional Experience Trial
Launch Model Model
Call Frequency - Status Quo Increased Call Frequency
7

8. New Product Promotion
Traditional Experience Trial
Launch Model Model
New Product Falls Prey to Commercial Opportunity
Adoption Stall Maximized 8

9. Tracking Product Rollout
Traditional Experience Trial
Launch Model Model
Backward Looking Forward looking Data
Rx Data Real Time Tracking 9

10. Barrier to Commercialization Success
Traditional Experience Trial
Launch Model Model
Adoption Stall Adoption Stall
Entrenched Early Warning 10

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