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Contrasting The Traditional Launch Model With The Experience Trial Launch Model
New Times Require  New Solutions                    2
Pre-launch Promotion        Traditional               Experience Trial       Launch Model                   Model    Start...
What’s the Problem Your New Drug Solves?        Traditional                Experience Trial       Launch Model            ...
Quality of the Sales Conversation         Traditional                  Experience Trial        Launch Model               ...
New Product Promotion       Traditional           Experience Trial      Launch Model               Model               Tri...
Call Frequency         Traditional               Experience Trial        Launch Model                   Model    Call Freq...
New Product Promotion        Traditional              Experience Trial       Launch Model                  Model    New Pr...
Tracking Product Rollout        Traditional        Experience Trial       Launch Model            Model       Backward Loo...
Barrier to Commercialization Success        Traditional                    Experience Trial       Launch Model            ...
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The Experience Trial

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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).

Published in: Business, Education, Lifestyle
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Transcript of "The Experience Trial"

  1. 1. Contrasting The Traditional Launch Model With The Experience Trial Launch Model
  2. 2. New Times Require New Solutions 2
  3. 3. Pre-launch Promotion Traditional Experience Trial Launch Model Model Starting from a Dead Stop Accelerate the Sales Cycle 3
  4. 4. What’s the Problem Your New Drug Solves? Traditional Experience Trial Launch Model Model Any Rx is a Good Rx Single Patient Focus “I have a solution let’s “You have a defined problem look for a problem.” I have a solution.” 4
  5. 5. Quality of the Sales Conversation Traditional Experience Trial Launch Model Model Sales Calls Sales Calls Out of Sync with Adoption Model Brand/Clinically Relevant 5
  6. 6. New Product Promotion Traditional Experience Trial Launch Model Model Trial Trial Growth Growth Expansion ?? Where?? Expansion Sabotaging The Future Growth Platform 6
  7. 7. Call Frequency Traditional Experience Trial Launch Model Model Call Frequency - Status Quo Increased Call Frequency 7
  8. 8. New Product Promotion Traditional Experience Trial Launch Model Model New Product Falls Prey to Commercial Opportunity Adoption Stall Maximized 8
  9. 9. Tracking Product Rollout Traditional Experience Trial Launch Model Model Backward Looking Forward looking Data Rx Data Real Time Tracking 9
  10. 10. Barrier to Commercialization Success Traditional Experience Trial Launch Model Model Adoption Stall Adoption Stall Entrenched Early Warning 10
  11. 11. 11
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