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DESCRIPTION
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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Contrasting The Traditional Launch Model With The Experience Trial Launch Model
2
New Times Require New Solutions
3
Pre-launch Promotion
Traditional Launch Model
Starting from a Dead Stop
Experience Trial Model
Accelerate the Sales Cycle
4
What’s the Problem Your New Drug Solves?
Traditional Launch Model
Any Rx is a Good Rx“I have a solution let’s
look for a problem.”
Experience Trial Model
Single Patient Focus“You have a defined problem
I have a solution.”
5
Quality of the Sales Conversation
Traditional Launch Model
Sales CallsOut of Sync with Adoption Model
Experience Trial Model
Sales CallsBrand/Clinically Relevant
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New Product Promotion
Traditional Launch Model
Sabotaging The Future
Experience Trial Model
Growth Platform
Trial
Growth
Expansion
Trial
Growth
Expansion?? Where??
7
Call Frequency
Traditional Launch Model
Call Frequency - Status Quo
Experience Trial Model
Increased Call Frequency
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New Product Promotion
Traditional Launch Model
New Product Falls Prey toAdoption Stall
Experience Trial Model
Commercial OpportunityMaximized
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Tracking Product Rollout
Traditional Launch Model
Backward Looking Rx Data
Experience Trial Model
Forward looking DataReal Time Tracking
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Barrier to Commercialization Success
Traditional Launch Model
Adoption Stall Entrenched
Experience Trial Model
Adoption StallEarly Warning
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