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TETHERING TO REALITY: INTEGRATING HCP-LEVEL REAL-WORLD DATA INTO BRAND SHARE
ESTIMATION





HOME / INTELLIGENCE / WHITE PAPERS / TETHERING TO REALITY: INTEGRATING HCP-LEVEL
REAL-WORLD DATA INTO BRAND SHARE ESTIMATION

Share estimates from demand studies in primary market research (PMR) are a
critical input for any forecast—their accuracy is paramount for successful brand
planning.



Successful prediction is often elusive—from 2020 through 2022, only one in ten
products had actual performance that aligned with forecasted expectations.*



Recognizing this challenge, Trinity experts developed a method that
significantly improves prediction of future prescribing behavior in demand
studies.


THE CHALLENGE

It is often difficult for Healthcare Professionals (HCPs) to offer precise share
estimates when responding to surveys in PMR. HCPs typically do not think about
their prescribing behavior holistically in their daily practice—they may have
recall bias, recency bias towards newer brands, or some combination of factors.
Some of these estimation errors may be overcome by using real or simulated
patient chart-based methods (e.g., patient simulation, chart abstraction) that
capture clinical decision-making rather than methods based on an aggregate
recall of their prescribing behavior (i.e., percentage-based share estimates
from a share allocation exercise). Still, there are several factors that
physicians may not be able to appropriately consider when thinking about a
future market being evaluated in the study, such as patients actually filling or
refilling the script, insurance coverage, formulary restrictions, sales and
marketing efforts by the manufacturer, etc.

--------------------------------------------------------------------------------

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 * Services
   * Overview
   * Strategic Advisory
     * Brand Planning
     * Brand Strategy
     * Business Development
     * Corporate Strategy
     * Dynamic Market Intelligence
     * Launch Excellence
     * New Product Planning
     * Patient Centricity
     * Patient Services
   * Evidence, Access & Pricing
     * Evidence Strategy (HEOR)
     * Value
     * Pricing & Access
   * Analytics
     * Trinity AI
     * Commercial Analytics
     * Forecasting
     * Incentive Compensation
     * Omnichannel Excellence
     * Data Management
     * Real-World Evidence
   * Benchmarking
     * Sales
       * Field Operations
       * Incentive Compensation Excellence
       * Learning and Development
     * Marketing
       * Advanced Analytics
       * Commercial Insights
       * Marketing Operations
       * Promotional Review Excellence
       * Omnichannel Marketing
     * Market Access
       * Access Strategy & Customer Engagement
       * HEOR
       * Patient Support Services
       * Pricing, Contracting & Analytics
     * Medical Affairs
       * Medical Affairs
     * Commercial Data Management
     * TGaS Exclusive Networks
       * Emerging Life Sciences Network
       * Executive Commercial Operations
     * Beyond Benchmarking
   * Insights
     * Market Research
     * Performance Tracking
     * Sentiment
 * Products
   * Overview
   * TrinityEDGE™
     * TrinityEDGE™ Foundations
     * Terra
     * MDM
     * Iris
     * Unity
   * Business Intelligence
     * Brand KPIs
     * Code Set & Cohort Builder
     * Customer Engagement
     * HCP Profiles
     * Market Profiler
     * Market Uptake Tool
     * Patient Flow Analyzer
     * Provider Practice Profiles
   * Commercial Data Solutions
   * Launch Accelerator™
   * Market Research Products
     * Quick Payer Pulse
     * Quick Quants
     * IRL (In Real Life)
     * Market Research App
   * Trinity CloudCast™
   * Benchmarking
     * TGaS Membership
     * Vendor Insights™
 * Expertise
   * Overview
   * Benchmarking
   * Cell and Gene Therapy
   * Dynamic Market Intelligence
   * Forecasting
   * Incentive Compensation
   * Launch Excellence
   * MedTech
   * Omnichannel Excellence
   * Patient Centricity
   * Patient Services
   * Performance Tracking
   * Real-World Evidence
   * Trinity AI
 * Intelligence
   * Overview
   * Blog
   * Briefs
   * Case Studies
   * Industry Publications
   * Scientific Publications
   * Webinars
   * White Papers
 * International
   * Overview
   * Asia Pacific
   * Europe
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 * About
   * Our Leadership
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   * Diversity, Equity and Inclusion
   * Partnerships
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   * Overview
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