Physicians have deeply entrenched habits when treating patients with depression and a choice of more than twenty different treatment options. In late 2019 to early 2020, a three-step, trigger and barrier market research tracking study shows physicians lean into their go-to antidepressants. This podcast episode intends to help sales reps better understand the development and emotional aspects behind physician decision-making and rationale when selecting a treatment option for patients and how changing the physician's treatment habits to include Brintellix can increase their confidence and success rate.
Key Takeaways:
[:46] Based on the trigger/barrier research, a physician's prescribing decisions are influenced by these three factors.
[3:09] A more holistic understanding of the Brintellix story allows physicians to increase prescriptions based on how Brintellix aligns with thier needs and motivations.
[5:05] Physicians are likely to become high-prescribers if they are confident Vortioxetine helps patients return to their true selves more quickly.
[5:54] Physicians have deeply entrenched habits in how they treat MDD patients.
[8:14] To help physicians build new treatment habits, barriers must be overcome and rewards should be evident.
[10:43] Sales reps who communicate Brintellix as the confident choice will increase a physician's trust in Brintellix and lead them to prescribe it more often.
Resources:
