Understanding Healthcare Stakeholder Influence

How much influence do physicians and patients have over the decision to prescribe a treatment? Some disease states are clearly much more patient-driven and require patients to be activated to initiate a conversation with their physician about a particular treatment. And so a common objective of pharmaceutical market research is to measure key elements of the patient/physician conversation: that is, how likely a patient is to ask a physician for a brand, or how likely physicians are to prescribe a brand.

These objectives are central to a lot of pharmaceutical market research, in particular brand equity tracking, concept testing and patient flow research. For many years, we have collected patient datasets and/or physician datasets with these metrics and used them to make marketing decisions for each stakeholder. But there has never been a way to have these datasets interact in a formal and rigorous framework to understand and measure the dynamics between these key stakeholders - until now. Read our latest paper to learn more about the methodological advances to Multi-Agent Interaction Modeling.