Chart #2
Optimal Messaging and Positioning that Maximizes Actual Share
(Traditional vs. LaunchAdvantage - HIV Drug Launch Example)
(Traditional vs. LaunchAdvantage - HIV Drug Launch Example)
"Treats Low CD4" is only the 6th most important attribute, but traditional methods mistakenly report that it is the most important for this drug. LaunchAdvantage uses its predictive model to uncover the product attributes that will maximize actual prescribing, not stated share.
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