Understanding Why Physicians Choose A Certain Drug When Treating A Patient - What Product Attributes Matter Most
نویسندگان
چکیده
With all the different therapies available to treat a medical condition, doctors must evaluate how the different products perform on different treatment goals in order to select the appropriate therapy for a patient. This evaluation process is used to determine which product is best when treating a particular patient. This paper will discuss the collection and analysis of the treatment goal data. The data is collected on several treatment goals (attributes) for several different therapies (products). The data collected is for existing products as well as future entrants into the market. This is done to not only analyze the current market but to also predict changes in the market as new products are added to the existing market basket. In order to properly analyze the data, the entire process is done as repeated measures using PROC GLM. The program computes means and compares the mean of the comparator drug with the remaining drugs, testing for significant differences. This comparison of means, analyzed across all physicians, highlights which attributes are most important to physicians when selecting one drug over another drug. The program further compares the drug of interest to the other drugs as winning, losing or tying and is analyzed at the individual physician level. These comparisons are then used in a univariate analysis to determine which attributes are driving the use of that drug of interest. This analysis is accomplished using PROC FREQ with a Chi-Square test and the end result provides the independent variables that can be used in a logistic regression analysis to determine product value drivers. Using this analysis, you will be able to determine the attributes that drive physicians’ preference for a certain product when treating patients.
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