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Quantifying Value Drivers for Biopharmaceutical Products

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Laurie Gelb
Laurie Gelb

The document discusses using heuristics rather than static profiles to better understand how physicians make drug treatment decisions. It argues that physicians consider attributes sequentially rather than simultaneously, and use mental shortcuts and reference points. The document advocates for eliciting physicians' own salient domains, measures, and threshold values to better quantify treatment preferences and forecast drug value in early-stage research. This approach provides more actionable insights than traditional conjoint analysis.

BusinessGesundheit & Medizin
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Using heuristics to identify drivers of perceived value Laurie Gelb
Early-stage market research needs ,[object Object],[object Object],[object Object],[object Object]
Besides the forecast, why do early-stage research? ,[object Object],[object Object],[object Object]
Drug decisions: unusually difficult to model ,[object Object],[object Object],[object Object],[object Object]
Drugs defy attribute “deconstruction” ,[object Object],[object Object],[object Object]
Whereas other goods easily permit deconstruction ,[object Object],[object Object],[object Object]
HCPs treat pts, not dz (& implement tx plans, not just drugs) ,[object Object],[object Object],[object Object]
Nor is there a “typical” physician ,[object Object],[object Object]
Desired rx outcomes: how relevant are aggregate data? ,[object Object],[object Object],[object Object],[object Object]
Rx outcome measures in practice ,[object Object],[object Object],[object Object],[object Object]
Rx/tx decisions: always made in ignorance ,[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],Are full-profile tradeoffs the best decision models?
When conjoint works ,[object Object],[object Object],[object Object]
Static profile drawbacks ,[object Object],[object Object],[object Object],[object Object]
What’s more important than varying attribute levels? ,[object Object],[object Object],[object Object],[object Object]
Heuristics are only human ,[object Object],[object Object],[object Object]
Heuristics in real life ,[object Object],[object Object],[object Object]
Heuristic rx inputs ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Typical outputs from static profile studies ,[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Pharma’s false dichotomies
Perils of “importance utilities” ,[object Object],[object Object]
Side effect incidence especially problematic ,[object Object],[object Object]
Depending on system, rx-to-pt match is unpredictable ,[object Object],[object Object],[object Object],[object Object]
The heuristic approach ,[object Object],[object Object],[object Object]
Threshold measures ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
So, how do we value better side effect profiles? ,[object Object],[object Object]
Need we model viability from tolerability? ,[object Object],[object Object],[object Object],[object Object]
What about multiple endpoints? ,[object Object],[object Object],[object Object]
What about multiple endpoints? (cont’d) ,[object Object],[object Object]
The power of “what else” ,[object Object],[object Object],[object Object],[object Object],[object Object]
Often, context=absolute importance ,[object Object],[object Object],[object Object]
Crucial questions that often aren’t asked ,[object Object],[object Object],[object Object],[object Object]
Do more frequent, less costly studies to evolve the models ,[object Object],[object Object],[object Object]
“ Ping” the market more often ,[object Object],[object Object],[object Object],[object Object]
Summary ,[object Object],[object Object],[object Object]

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