A Case in Point


Case Studies

A scientific approach to pharmaceutical marketing is novel – and as such, may bring some hesitations to your mind. While the approach described on this website has been developed over years of careful research, and yielded truly phenomenal results, you may have some reservations due to lack of familiarity. Let us alleviate your concerns with a few choice points to clearly illustrate that this is not a risky endeavor, rather it provides proven results so that you do not have to take risk in your marketing strategy, campaign design or execution.

A successful Cognitive Architecture model was developed for adherence to breast cancer treatment. The first hurdle of a model is being able to converge. The model converged a statistically significant set of constructs (p<.05). A purer test of success is the R2 generated by the model. While the precise R2 to look for is debatable, it is generally agreed that models in the range of 0.7 to 0.8 are very strong models - many academic models are published that yield much lower R2 of around 0.3 to 0.4 which are, nonetheless, considered a valuable contribution to research. The model of adherence yielded an R2 of 0.92! That is, the model explains 92% of the variance in patients’ thinking around persistency.

The bottom line? A successful model provides you with everything you need to know in order to create an impactful behavior change program. No more investing in loose programs. No more flat or weak ROIs. No more wondering whether your healthcare program is justified. No more wondering whether your strategy will deliver results. Let the model lead the way!

Another form of validation is assessing how far the Cognitive Architecture is associated with actual Rx volume, that is the model can be validated by assessing the predictions from the model against patients’ actual Rx claims data. Can a mathematical model of consumer decision making around adherence align to Rx activity? As science would have it, a significant correlation was observed (p<.05).

Diagnosing a propensity to non-adherence before initiation of therapy is as important for your marketing efforts as diagnosing a disease is for evidence-based practice. Can you predict your individual patient’s level of Rx activity before they even initiate therapy, and why they are likely to behave that why? If not, how can you secure a program for change?

The original oncology model developed by Dr LaFountain was cross-validated in an entirely different therapeutic category – CV. Testing was conducted again to see if the predictions from the model would align with actual CV Rx claims data. A significant correlation was observed between the model predictions and real Rx behavior (p<.05) - Viva Cognitive Architecture!!

If you have any questions about this approach or its importance to your healthcare strategy, click here to contact Mind Field Solutions Corp.



“Dr LaFountain’s work can be
considered the gold standard in
how to approach patient support.
Her methodology is scientifically robust, proven in results, and directed to delivering maximum return on investment. Her work has set the benchmark in this field.”

— Hamish Franklin,
Atlantis Healthcare, Aus.
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