SKIM paper on innovative, new technique presented at PMRG 2013

For this year’s national PMRG conference, we were proud to present to attendees on how our newly developed technique, Decision Influence Modeling, can help improve your claims and uptake strategy. On March 11, SKIM’s Director of Client Solutions, Mike Mabey, and Debora Corfield, Research Director, showed how this methodology can be invaluable for helping your brand team produce more accurate predictions.

Decision Influence Modeling: predict the impact of physician-patient interactions on brand choice

In complex and hyper-competitive markets, brand teams need every tool available to succeed. In our presentation, we will provide you with a new tool to better predict the influence that physicians and patients have on each other when choosing a brand and how modeling different scenarios can optimize results. These methods will help you build stronger brand and messaging communications as well as a better understanding of the impact of patient focused messages on the physician’s brand recommendations. Not only are complex influencing scenarios taking part; it’s also now important to consider the complex interactions taking place between patients and physicians.

Three key takeaways

1. You’ll gain information and insight into a new tool that can be used to predict the impact of physician-patient interactions on brand choice.
2. You will have a new method of optimizing claims and messages.
3. You already know the basics of conjoint methodology. Interaction-based choice modeling allows you to leverage your knowledge into a new area that can improve your ability to predict the impact of changes in claims and message communications.