Prescribing decisions happen rapidly with physicians averaging about 8 minutes with each patient. As they are increasingly pressed for time, physicians form habits and use shortcuts to their prescribing decisions. Do you know why physicians are prescribing one brand over another? Do you know what the patient triggers are? Is your brand even in the consideration set?
In this Q&A with CMI’s VP of Qualitative Research Services, we talk about a new approach that is turning patient profile research on its head and getting to the true why behind prescribing decisions.
yPrescribe™ is a new, more realistic approach to understanding the prescribing patterns physicians have developed and the shortcuts they use to make decisions. It fuses in-depth interviewing and online gamification to identify the particular shortcuts with the greatest share opportunity.
CMI: So what makes this solution different from similar approaches we are seeing out there?
Well this is not your traditional patient profile review. yPrescribe is an extremely dynamic and interactive approach providing us a more accurate map of the physician prescribing pathway. We take out the assumption that physicians behave in a rational, compensatory manner when making prescribing decisions and allow them to make rapid-fire prescribing decisions based only on the patient information they feel they need.
CMI: Let’s talk more about what makes this approach more dynamic and interactive as you just described it.
Aside from the novel interviewing approach, yPrescribe changes the game by allowing the physicians to drive the process and select which pieces of patient information they need to make a prescribing decision. Rather than passively absorbing all of the information about the patient, physicians actively participate in the yPrescribe exercise. They very candidly reveal what information they need or want, in what order and why. Physicians have displayed a high level of engagement, outwardly enjoying the gamification aspect of yPrescribe. The approach more clearly emulates the reality of the time pressure physicians’ face and how they interact with their patients.
CMI: How would you say clients have responded to this new solution?
Clients’ reactions to yPrescribe have been overwhelmingly positive. We have broken the paradigm of prescribing and it has a profound impact on how the brand team thinks about their messaging strategy. In fact, brand teams have been shocked to learn how short some of the physicians’ shortcuts really are! Most importantly, the brand teams can now understand and link patient triggers and why physicians prescribe. These insights can build more effective messaging and sales strategy. They are using the results to influence prescribing behavior in new ways.
CMI: That’s a powerful statement. Can you talk more about how clients are using the results to influence new prescribing behavior?
Clients are finding the results of this research to be extremely impactful and actionable. They are creating new strategies to disrupt physician shortcuts that have the greatest opportunity for share growth. By identifying patterns in the consideration set, clients are not only able to restructure their messaging to promote the habits that lead to prescribing their brand, but are also able to create more accurate patient profiles for use during physician detailing. This helps the Reps know and be able to explain where the drug fits into the physician’s armamartium. Overall, yPrescribe is helping foster new and important conversations.
Beth Rounds, Chief Operating Officer of CMI Research, is uniquely qualified to drive strategic prioritization within CMI, with a focus on operational excellence. With her passion for recruiting and leading high performance teams, new product development and customer strategies, Beth brings a unique set of skills to extend the next generation of CMI.