Drug forecasting in the age of personalized medicine at PMRC EU 2016
SKIM presented at the 2016 European Pharma Market Research Conference on how in-the-moment mobile drug forecasting can be harnessed by the pharma industry to get closer to the point of prescription.
The only way is mobile: Drug forecasting in the age of personalized medicine
Robert Dossin, Client Solutions Director Europe
With the odds stacked against a new product in a complex, competitive market, one pharma client needed insights that traditional market research methods just couldn’t touch. Which patients? What type? How many?
What the brand team didn’t expect was an approach that captured prescribing intent with such precision that it turned round conventional thinking and elevated a ‘simple forecast’ to a robust, compelling evidence base for a winning strategic direction. Powering fresh momentum, confident decisions, more impactful customer engagement and better informed physicians, the ‘in-the-moment’ clarity of mobile forecasting proved the albeit unanticipated driving force that ensured a successful launch.
SKIM is an international customer insights agency. We guide our clients with their product communication and portfolio management decisions in the healthcare industry. We are uniquely placed to debate the issues around decision dilemmas because we understand the way customers make choices.
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