In previous podcasts, we learned Brintellix has multiple advantages over SSRIs, even though SSRIs have high equity despite their high rate of failure. In this episode, we look at three behavioral economic principles that drive the Brintellix Brand Plan and the supporting factors that drive the HCP decision-making process. This detailed research allows us to place Brintellix front and center in the HCP's mind as the best choice for MDD therapy.
Melinda Spaulding is the President of the market research firm, Practical Insights, and Mitch Tull is the Founder and Principal of the global consultancy firm, Marketing Skill Partners.
Key Takeaways:
[:47] Defining Behavioral Economics and an example of how it works in reality.
[2:43] Insights about the first supporting behavioral economic principle, status quo, or loss aversion.
[4:26] Navigating the crowded MDD treatment market with choice architecture.
[5:42] Framing Brintellix in a positive light can impact HCPs prescribing behavior of adopting Brintellix.
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