Observed treatment share
Executive summary
The commercial story in three decisions
Executive interpretation
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Question 1
How is the focus brand performing?
A simple market-context view, followed immediately by the reasons physicians choose the focus brand.
Why physicians choose the focus brand
Ranked positive drivers for the focus brand
Bars are indexed to the strongest focus-brand driver, so the hierarchy is directly comparable. Counts show the number of focus-brand records linked to each driver.
Key takeaways
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Question 2
Where should the brand team invest?
The Opportunity Matrix combines the potential commercial impact of each driver with the degree to which it can realistically be influenced.
Prioritise investment
Strengthen activation
Monitor / deprioritise
Selective activation
Potential impact on adoption →
Ability to influence →
Focus brandPrimary threatOther treatmentBubble size and number = evidence volume
This is a directional prioritisation tool, not a forecast of market-share gain. Scores combine observed evidence volume, brand relevance, commercial relevance and modifiability.
How to use this exhibit
- Start with the top-right quadrant: these are the strongest and most actionable opportunities.
- Change the brand to see how the opportunity landscape shifts across treatments.
- Select any bubble to see the evidence, patient fit and recommended commercial response.
Question 3
Who represents the biggest commercial opportunity?
Patient × treatment heat map
Where each treatment wins
Question 4
What is the primary competitive threat?
The report promotes the leading observed alternative when the configured comparator is absent.
Key takeaways
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Question 5
Global vs Local
Key takeaways
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Evidence base
Evidence Explorer
Search and filter the physician verbatims supporting every conclusion in the report.
Strategic report
Treatment Choice Strategy Report
Treatment Choice Strategy