Are Process-related Barriers
Hurting Your Brand?

Physicians are inundated with clinical data from multiple sources that tell them what a drug does and why to prescribe. But only Process of Care^® shows physicians how to prescribe. That’s because Process of Care^® enlists physician peers to share their own processes and techniques for successfully using complex products. Peer influence is a powerful and effective way to help integrate a new idea into standard practice. And this approach is consistent with a long-standing tenet of medical training: observation first, application second, and instruction third — or "see one, do one, teach one."

Process of Care^® complements existing marketing programs because it augments clinical data with proven methods for how to use a new, complex, or less commonly used drug. The result of Process of Care^® is greater physician mastery, improved patient care, and higher product utilization.

The root of disappointing brand performance is often a hidden process-related barrier. This may be the case if your product:

• Is underutilized, even though physicians understand the data and agree that it should be prescribed
• Is often reserved for special situations
• Experiences poor compliance rates and lack of brand loyalty
• Is languishing due to complexities associated with its use
• Is being developed for highly selective patient populations
• Is the first in a class with a new mechanism of action
• Has the potential for adverse events that require special management techniques

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