IF/ONLY™

The IF/ONLY™ proprietary framework is designed to help stakeholders such as healthcare professionals, payers, and patients define what a new product MINIMALLY needs to offer in order to be considered, versus what it would IDEALLY provide to drive preference. It establishes objective guardrails by distinguishing between the MINIMUM threshold for product adoption and the profile of an IDEAL product. Respondents develop these profiles using key criteria like indication, dosing, efficacy, safety, and patient types, and then position both thresholds in relation to current products.

This method introduces reference points that reveal the perceived gap between existing options, the absolute minimum requirement, and the ideal solution. Participants are also asked to strip away features from their “IDEAL” profile until it becomes a more realistic option, providing an “IDEAL-REAL” benchmark. The approach addresses biases in traditional product evaluations and helps uncover precise unmet needs and trade-offs, enabling better product and market strategy development.