Key Findings
 

The opportunity. A new diagnostic test is approved to market. Based on available data, the test is more precise than the Gold standard assays. By contrast, the Gold standard assays have considerable variability and can lead to overtreatment of a segment of patients being managed under current guidelines.

The objective. Change the clinical guidelines to recognize the new test and raise the standard of care.

The challenge. Clinical guidelines are slow to change; a review panel will not meet for two years to reconsider standards and practices. Even physicians who are aware that the new diagnostic test is superior don’t understand how to use it. There is no study available that provides an algorithm-based decision tree that has clear cutoff points for practicing physicians (e.g., based on x number, you do a, b and c.)

How does this apply to our marketing plan?
Based on what we have learned, we can restate the research as a set of key findings. Each of the findings, in turn, creates the basis for a key aspect of the marketing plan. This plan makes the following points:

• The new test is substantially more beneficial for patients than the standard of care tests. This is the basis for the value proposition. The current clinical guidelines need to be changed to serve all patients equally well.
• This is this basis for the measurable objective.
• Physicians at leading academic institutions, officers of clinical societies, and members of guidelines panels need to see the data. This is the basis for target audiences.
• Physicians need to learn which patients will benefit and why before they are likely to change their practice patterns to special order a test. This is the basis for the educational marketing strategy.
• A decision tree needs to be developed to show physicians how to utilize the test to identify patients who will benefit the most from modifications in their treatment. This is the basis for key tactics.

Reurn to "How to Customize Marketing for FDA Regulated Technologies."