ABSTRACT
This chapter introduces the integration of Patient Flow, Doctor adoption, and Treatment Attractiveness structures in a series of steps designed to walk the reader through the calculations and methodology involved in bringing these three key pieces together in a coherent Dynamic Modeling framework. The process of application of a choice model to the stock/flow Standard Template can be extended to other flows of interest; patients reinitiating treatment and switching treatments. The dynamics of the switching treatment flow are more complex as they involve a 2-dimensional from/to grid instead of a simple 1-dimensional allocation. In some pharmaceutical markets, evaluations of Treatment Attractiveness are either nonexistent, too difficult to estimate, or below the threshold of concern for the marketing team. By integrating the three sectors of Patient Flow, Doctor Adoption, and Treatment Attractiveness, the Standard Template can account for combined dynamics producing behavior in a given indication marketplace over time.
