CMI Launches yPrescribe: Simulating Real-World Decision Making

yPrescribe identifies the influencers within a physician’s habitual prescribing loop, providing marketers with targeted strategies to increase brand choice over the competition.

yPrescribe simulates real world behavior using a patient profile generator designed to reflect the patient characteristics that serve as underlying cues for prescribing decisions. This choice-based approach gives physicians the opportunity to make rapid-fire prescribing decisions in a controlled environment.

“Due to restrictions on time, along with other factors, most physicians make prescribing decisions in less than 5 minutes.  yPrescribe is the first integrated approach which gets at the what, how and why all in one study.  Clients are very enthusiastic about the approach and the results,” said Chet Zalesky, President of CMI.

Companies have used traditional choice-based models to identify compensatory characteristics in consumer decision-making, but few have approaches that are based on heuristics.

About CMI

CMI is an insights and consulting firm servicing clients in the life sciences, financial services, insurance services and B2B industries.  We specialize in approaches that address customer acquisition and loyalty in markets which have complex purchase processes.

CMI delivers intelligence that drives results.

For more information about CMI, visit www.cmiresearch.com.