FEBRUARY 2010 • Contents

The Dynamic Market: Why It's the Most Important Area of Focus for Your Brand

Recent IMS research across ten chronic markets suggests that 85 to 90 percent of prescriptions form a "static market" comprised of refills and repeat prescriptions that is virtually invulnerable to traditional promotion. Pharmaceutical companies have the opportunity to influence 10 to 15 percent of prescriptions — the segments containing new therapy starts, add-on therapy and product switches. This "dynamic market" is critical to any pharmaceutical company's profitable growth, but is difficult to identify using traditional metrics, creates inefficient resource allocation and ultimately sub-optimizes field force performance.

In this video, hear IMS experts as they:

• Define the dynamic market and discuss why it needs to be a strategic area of focus across the entire lifecycle
• Identify the metrics every company should use to understand behaviors, measure brand performance and assess field force effectiveness
• Provide examples of the dynamic market in action and reveal hidden areas of opportunity
  

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