ABSTRACT
Dynamic Modeling of patient flows can extend beyond the basics of epidemiology, treatment changes, and compliance/persistency calculations. In fact, the methodology can be used to analyze any series of processes/stages through which patients must pass to be of strategic importance. For example, in the late 1990s Novartis conducted a patient flow examination related to its oral antifungal product, Lamisil®. The analysis revealed that patients were reluctant to discuss their condition of toenail infections with their physicians, who in turn often dismissed the problem as a minor cosmetic issue rather than one justifying pharmaceutical intervention. The detailed patient flow analysis suggested that the drug’s marketing campaign should be repositioned-to inform consumers about the need and availability of a new treatment for their condition and to educate physicians on the concerns and wishes of their patients.1
