More so than ever before, these third-dimension treatment decisions are often made by doctors together with patients. 

When evaluating a pharmaceutical treatment during standard clinical trials, there are typically two initial assessment parameters:
1. Is the drug efficacious?
2. Is the drug safe? 

However, because there are subtle, subconscious influences that can often impact the choice of one treatment over another, by either the physician, the patient, or both combined, a third dimension – the combined user experience – should also be assessed when reviewing the potential uptake of a pharmaceutical product.

Download the full article by Sharon Tessler, Research Director, THE PLANNING SHOP

Disclaimer: The views and opinions expressed in this feature are those of the author and may not reflect the official policy or position of the BHBIA. The BHBIA have not verified any of the information quoted and do not accept any responsibility for its accuracy, or otherwise.