Identifying and Leveraging Existing HCP-Networks
“The Network Multiplier Effect”

50% of Pharmaceutical Launches do not meet their first year sales expectations.  It is also widely accepted that the long term trajectory of a newly launched pharmaceutical product is pretty much determined in the first 6 months.

We studied how healthcare professionals’ peer networks impact the uptake of a newly launched product.  The findings are astonishing:  Using claims data that most pharma companies already own, we can identify those Communities of Practice (CoP) and local influencers (“Hubs”) that are going to be the leaders in adoption of the new product.  They may have double the product adoption vs the national average by month 6 … and they never relinquish that lead, even after 6 years in our case study.  When combining faster adoption x  deeper penetration (i.e.,  more adopters) x higher utilization (i.e., more patients per adopter), we see a multiplier effect that can reasonably result in 4 times the market share in those CoPs compared to the rest of the market … sooner!

Read more about our study of the “Network Multiplier Effect” and some of the  implications for how pharma companies could adapt their go-to-market strategies to drive long term success in the first months of a product launch.