ABSTRACT
The area of Treatment Attractiveness covers the relative evaluation of the drug options in the marketplace. Incorporating specific choice algorithms with the pharmaceutical product utility scores results in an integrated dynamic model that can be used to derive expected patient flow dynamics throughout a forecast interval. Published market research can often give indication as to the relative magnitudes of the types of importance evaluations, and pharmaceutical firms conduct extensive physician surveys to arrive at the estimates. A number of factors can impact the aggregate utility calculation for treatment options in a given indication, which can be imagined as a “roll up” of the treatment attributes that physicians consider important in evaluating each treatment option. Building consensus around the components of Treatment Attractiveness establishes buy in and helps to ensure that overall Dynamic Modeling results receive proper consideration. Drugs within that class are evaluated according to their Treatment Attractiveness scores and a single drug out of the class set is chosen.
