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The Experience Trial

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).

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The Experience Trial

  1. 1. Contrasting The Traditional Launch Model With The Experience Trial Launch Model
  2. 2. New Times Require New Solutions 2
  3. 3. Pre-launch Promotion Traditional Experience Trial Launch Model Model Starting from a Dead Stop Accelerate the Sales Cycle 3
  4. 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. 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. 6. New Product Promotion Traditional Experience Trial Launch Model Model Trial Trial Growth Growth Expansion ?? Where?? Expansion Sabotaging The Future Growth Platform 6
  7. 7. Call Frequency Traditional Experience Trial Launch Model Model Call Frequency - Status Quo Increased Call Frequency 7
  8. 8. New Product Promotion Traditional Experience Trial Launch Model Model New Product Falls Prey to Commercial Opportunity Adoption Stall Maximized 8
  9. 9. Tracking Product Rollout Traditional Experience Trial Launch Model Model Backward Looking Forward looking Data Rx Data Real Time Tracking 9
  10. 10. Barrier to Commercialization Success Traditional Experience Trial Launch Model Model Adoption Stall Adoption Stall Entrenched Early Warning 10
  11. 11. 11

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