ABSTRACT
Recall that in Chapter 2 we discussed the three main sectors of the Standard Template. First, the Patient Flow component determines the stages of, and dynamics associated with, patient movement and represents places in which potential patients can be captured. Second, the Doctor Adoption piece details the diffusion process through which newly released drugs will go as they are accepted by the base of prescribing physicians. Third, the area of Treatment Attractiveness covers the relative evaluation of the drug options in the marketplace. It is to this last sector that we now turn our attention.
