ABSTRACT
Dynamic models represent an operational way to translate mental models from the implicit to the explicit, allowing for a set of specific business questions to be addressed and analyzed. Dynamic Modeling allows the concept of treatment attractiveness to be applied to therapy options in a particular indication, allowing the Brand Plan team to determine the relative utility of treatment options in an indication. The evaluation of attractiveness can also be tied to specific patient segments or physician specialties in order to more closely replicate differential evaluations in a complex marketplace, providing an additional level of analysis and insight within the Standard Template. Such sanity checks can be extended to the arena of treatment attractiveness to determine how good a New Chemical/Molecular Entities must be to attain a desired market or patient share. Many pharmaceutical firms have short-term and long-term forecasts created by separate teams using different and even conflicting methodologies and assumptions.
