When new products approach the market the level of demand for them is often exaggerated.
However, in the real-world we know healthcare professionals may be less comfortable switching from a familiar product, even when clinical trial data suggests a newer product is superior. So what are we missing?
On the 11th July Cello Health Insight, in association with PMGroup, will host a free webinar where we will explore whether ‘regret minimisation’ - an alternative approach that focusses on minimising potential losses - has the potential to offer us new ways to understand the customer behaviour.