Consumer Cascade

Consumers play several distinct roles in the pharmaceutical purchase process, such as: requesting a drug from a physician, filling a prescription, challenging a physician's choice because of drug cost, or reacting to a physician's response to this challenge. We developed and validated a battery of questions for consumer marketing research to assess all the different decisions a patient makes in the prescribing process. We can then use our entire array of research tools to understand the links between different consumer behaviors to predict how they may behave.