Business issue

Drug F1 is entering a therapy area within a crowded market where five other drugs of the same class are fighting for the same patient population. The first of its class, Drug A1, dominates the market with prescribers stuck in their habit and comfort of writing scripts for the first-in-class drug in Condition X1. Drug F1 has a convenience advantage over Drug A1 but Company F1 anticipate it will not be enough against prescribers’ established habits.

Behavioural science objective

How can Company F1 de-bias prescribers’ irrational behaviour in favour of Drug A1 and nudge them to consider Drug F1?

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Business issue

The moderate-severe phases of Condition X2 have been treated by branded biologics in Australia. Drug A2 is the market leader because it has the most comprehensive patient support program and strongest KOL endorsement. No other biologic brands have managed to dethrone drug A2. However, A2 is being threatened by the arrival of biosimilars.

Behavioural science objective

How can Company A2 get prescribers to stick to Drug A2 when biosimilars become available and promoted to them?

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Business issue

Drug A3 needs to be titrated up or down depending on each patient’s biomarker number. However, prescribers don’t test and measure that biomarker often enough to adjust Drug A3 to its optimal dose. Hence, Drug A3 is often under-dosed and lacks efficacy or over-dosed and causes side effects.

Behavioural science objective

How can Company A3 prime prescribers to test for the biomarker in patients with Condition X3 more regularly and adjust the dose of Drug A3?

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Business issue

Condition X4 is a rare disease that resembles a more common disease. It takes approximately 8-10 years for a patient with Condition X4 to be diagnosed. Over the years, they go from one doctor to another and get misdiagnosed. Condition X4 is at the bottom of most doctors’ priorities and thinking process. Company A4 has the market leader drug for Condition X4.

Behavioural science objective

How can Company A4 raise Condition X4 in doctors’ minds so they think of testing patients for it when they present to them?

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Business issue

Drug A5 is indicated for the treatment of the asymptomatic Condition X5. It is a crowded market with many competitors and little differentiation between them. Drug A5 has a large patient support program with a large number of patients enrolled. The program has been trying to solve the issue of medication compliance and medication adherence but has been unsuccessful.

Behavioural science objective

How can Company A5 nudge patients on their patient support program to take their medication (i.e. Drug A5) as prescribed by their doctor?

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Business issue

Drug A6 is indicated for the advanced stage of Cancer X6. It needs to be used in combination with another drug that requires monitoring because of long-term side effects. Drug A6 was performing very well until Drug B6 entered the same market without the need for combination, making it a doctor-friendly drug. However, Drug A6 has a patient benefit that Drug B6 doesn’t have but is of less importance to doctors than the absence of monitoring requirement.

Behavioural science objective

How can Company A6 empower patients with advanced Cancer X6 to influence doctors’ prescribing decision in favour of Drug A6?

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Business issue

Drug A7 is a biologic indicated for the treatment of the auto-immune disease X7 after patients fail oral immune-modulators. Prescribers are keen to prescribe it but patients are influenced by the negative (and often unfounded) publicity they read on the internet about biologics in general. As a result, many patients refuse to go on A7 when prescribers offer it to them.

Behavioural science objective

How can Company A7 guide prescribers in their consultation with X7 patients with counselling tips that will de-bias patients from their judgement error and lead them to the most optimal treatment for their disease state?

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