Sniffing Out Opportunity

As I was walking a friend’s dog the other day, I was struck by how he flitted from one area of grass to another, sniffing and then eagerly jumping to the next interesting smell. He was getting a pretty good sense of his environment, but he was spending a lot of energy jumping around (and causing me to chase after him!). It reminded me of how some companies look at segmenting their physician target audience. Running after volume metrics, like TRx and NRx, without using APLD (anonymized patient-level data) to better understand the true prescriptions “in play.” Click here to find out how we typically recommend companies approach this challenge.