Patient factors. Treatment choices. The thinking that connects them.
Physicians focus on the patient factors that matter most, using them to narrow the treatment options and guide their choice.
By exploring decisions across a representative set of virtual patients, Virtual Patient reveals that hierarchy of factors—and the treatment algorithms behind prescribing.
01 / The approach
A patient at the heart of every question.
A decision simulation platform where physicians choose treatments for realistic virtual patients and explain their reasoning, rather than answer an abstract questionnaire.
AI helps you shape the study. Your team brings the clinical judgement and strategic context.
01Define the landscape
Choose the indication and markets. Review the suggested patient factors and treatment options, then finalise the study with your team.
02Build the patient set
Typically, four to six patients represent strategically important profiles. Include likely targets and less obvious candidates to explore the boundaries of treatment choice.
03Bring each case to life
Refine the clinical history and patient motivation statement. Add relevant clinical imagery where useful, and review every proposed profile before fieldwork.
The patient perspectiveExample study
A clinical profile with a human perspective. Select the image to explore.
02 / The physician experience
A familiar decision. A revealing conversation.
Physicians review a realistic patient, choose a treatment, and explain what shaped their decision.
Responses can be spoken or typed. Follow-up questions explore why other treatments were not chosen.
Patients per study
4–6
A typical patient set
Time to complete
About 10 min
A typical exercise*
*Timing varies with case complexity and study design.
Watch the physician journey, from reviewing a case to explaining a treatment choice. Audio is available in the walkthrough.
Fieldwork that fits
Your recruitment. One clear workspace.
Use Survey Manager or your existing agency recruitment process. Track invitations, monitor progress, send reminders, and export study data.
Support quantitative studies and moderated qualitative exercises.
03 / The insights
See the pattern. Understand the decision.
Explore treatment choices across patients and products, then examine the reasoning behind them.
Illustrative demo data. Select the image to enlarge.
Interactive results
Different patients. Different choices.
See how the treatment landscape changes from one patient profile to another. Identify where preferences concentrate and where decisions diverge.
Example study output. Enlarge the screenshot to read the detail, or open the interactive demo to explore.
Connect stated priorities with observed choices.
The hierarchy of patient factors
Explore the relative weight of the factors physicians identify, alongside the drivers, barriers and verbatims in your study.
Decision patterns in context
Examine conditional patterns and patient-linked evidence. Compare markets where country-level evidence is available.
A report for the next conversation
Bring the findings into a client-ready Executive Report, available to copy or save as PDF.
Insight your team can engage with
Bring the reasoning into the room.
MD Audio
Hear contrasting treatment perspectives in a generated physician-style discussion grounded in project evidence. Make the tensions behind the decisions easier to explore together.
An AI-generated interpretation of research findings, rather than a recording of participating physicians.
Explore the patient profiles most closely associated with your product and the factors that distinguish them.
What really drives treatment choice?
Examine physician reasoning alongside the clinical characteristics of each case to understand the factors influencing selection.
What prevents physicians choosing us?
Identify recurring barriers and explore how evidence, positioning or communication could address them.
How broadly might physicians adopt?
Use the adoption ladder to explore how many patients in the designed set physicians would treat with your product. Interpret this in the context of the study’s patient mix.
Could a new entrant change the landscape?
Include new treatment profiles or biosimilars in a designed exercise to explore potential changes in physician choice.
How can we sharpen our positioning?
Use the findings in cross-functional workshops to connect patient targeting with treatment drivers, objections and communication priorities.
For research agencies
Your client relationships. A new way to find answers.
Bring patient-based decision simulation into your next proposal, with a research environment that supports your team from study design through to reporting.
01
A distinctive methodology
Frame research around realistic patient decisions and the reasoning behind them.
02
Expert control
Review AI suggestions and refine the study with medical and commercial expertise.
03
Flexible delivery
Work with your own recruitment processes and access results as fieldwork progresses.
04
Evidence you can use
Combine interactive analysis with reporting, and export project data for further agency analysis.
Platform access
Start with a pilot. Build from there.
The same full feature set, whichever access period you choose.
$4,9996-month access
$7,99912-month accessSave 20%Compared with two 6-month periods
Bring a research question. We’ll show you how Virtual Patient could help you explore it.
Everything you need to design, run and explore a Virtual Patient study. All features are included with both access periods.
Study setup & patient design
AI-assisted project setup tailored to your indication
AI-assisted creation of realistic, diverse virtual patients
Review and refine patient factors, treatment options and case profiles
Unlimited projects and virtual patients
Physician engagement
Interactive exercises for one-to-one or remote research
Voice or text responses capturing treatment decisions and reasoning
Capture of treatment drivers and barriers
Patient cases across seven supported languages
Fieldwork & survey management
Launch and manage quantitative surveys
Invite respondents and send reminders
Monitor live progress and completion
Reset participants and export study data
Use your existing agency recruitment process
Analysis & reporting
Real-time aggregation of physician responses
Treatment heat maps, patient share and product share
Physician adoption ladder
Drivers, Barriers and Golden Insight reports
Treatment Algorithm analysis and Executive Report
AI-generated insight summaries for workshops and reporting
MD Audio discussions generated from project evidence
Access & data
Unlimited internal users within your verified company domain
PIN-protected access restricted to your organisation
Secure data storage and export capability
CSV export for further agency analysis
Support & updates
Priority support
Access to new features during your subscription
6 months: $4,999 / 12 months: $7,999 Annual access saves approximately 20% compared with two 6-month periods.
See it. Explore it. Discuss it.
Discover how Virtual Patient could support your next study or client proposal.
Follow the physician’s journey
See what a physician experiences from receiving an invitation to reviewing patients, choosing treatments, and explaining their decisions.
Create a project together
See how a project can take shape in minutes for an indication relevant to you. Explore AI suggestions for treatment options and patient factors, then refine them together.
Explore your business questions
Discuss the questions you want to answer, where the methodology fits, and examples of how other agencies have used it.
What you’ll take away
A clearer understanding of the methodology and how it could support your next piece of research.
Let’s make it relevant to you.
Tell Simon a little about your indication or research question.