BrandTrack™

SRI’s BrandTrack™ ATU (Awareness, Trial, and Usage) offering is designed to uncover what truly drives physicians’ brand choices in complex, competitive markets. The approach combines detailed physician ratings on many brand attributes with reported shares (or actual shares from Big Data) to model how each attribute actually influences prescribing behavior, rather than relying only on what respondents say is important. A state-of-the-art machine learning–based derived importance algorithm replaces simple regression models typically used in industry, scanning every physician’s decisions across attributes and brands to determine realistic priority orders and drivers.

SRI’s machine learning models not only separate the attributes into those that genuinely differentiate the brands and those that do not, but also help in modeling futuristic market scenarios – a feature currently missing in run-of-the mills- ATU studies. Multiple strategic scenarios such as formulary changes, new therapy launches, new clinical trial findings of existing players can be modeled to understand how shares will shift over time. Overall, SRI’s ATU solution integrates advanced ML analytics with strategic scenario planning to deliver actionable guidance on brand positioning and future market risks and opportunities.