2. OgilvyHealthworld
The Technology Adoption Lifecycle
Phase III
trials
Innovator
Visionary
Pragmatist Conservative
Laggard
Time
How do we breakthrough?
Source: Chasm Group LLC
Launch
3. OgilvyHealthworld
Innovators - technology enthusiasts
•Primary Motivation
– Learn about new technologies for their own sake
•Key Characteristics
– Strong aptitude for technical information
– Can ignore the missing elements
– Do whatever they can to help
•Challenges
– Want access to top experts
– Want free product (phase IV, V trials)
•Key Role
– Gatekeeper to the early adopter
Source: Chasm Group LLC
4. OgilvyHealthworld
Early Adopters - the visionaries
•Primary Motivation
– Keen to set themselves apart from peers via new technology/outcomes
•Key Characteristics
– Great imaginations, take the theoretical to clinical practice
– Attracted by high risk, high reward propositions
– Perceive order of magnitude gains
•Challenges
– Demand high degree of service and support
– Want rapid time to market
•Key Role
– Fund the development of the early market
Source: Chasm Group LLC
5. OgilvyHealthworld
Early Majority – Pragmatists (the key target for
messaging)
•Primary Motivation
– Gain sustainable improvements via evolutionary change
•Key Characteristics
– Understand real world issues and trade-offs
– Focus on proven
– Prefer market leaders
•Challenges
– Insist on good references from trusted colleagues
– Want to see results in own clinical practice
•Key Role
– Gatekeeper to the mainstream market (conservatives)
Source: Chasm Group LLC
6. OgilvyHealthworld
Late Majority - Conservatives
•Primary Motivation
– Avoid competitive disadvantage
•Key Characteristics
– Risk averse
– Price sensitive
– Prefer to be reliant on a single, trusted advisor
•Challenges
– Need complete proven solution
– Would benefit from value added services but don’t want to pay for them
•Key Role
– Extend product life cycles
Source: Chasm Group LLC
7. OgilvyHealthworld
Skeptics - Laggards
•Primary Motivation
– Maintain status quo
•Key Characteristics
– Good at debunking marketing hype
– Disbelieve improvement arguments
– Like taking a contrarian position
– Seek to block purchases of new technology
•Challenges
– Not a customer
– Can be formidable opposition to early adoption
•Key Role
– Retard the development of high technology markets
Source: Chasm Group LLC
8. OgilvyHealthworld
Physician Adoption Lifecycle
Factors that drive physician prescribing behaviour (Pragmatist)
12
14
38
51
Efficacy or Value
Ongoing Cost of
Ownership
Transition Cost
Risk of making a
bad decision
Adverse events, side effects, drug interactions
Hassle factor, breaking habits
Monitoring
Source: Quantum Learning.,2000
9. OgilvyHealthworld
Physician Adoption Lifecycle
What sales reps focus on during sales call (Early Adopters)
43
13
10
12
Efficacy or Value
Ongoing Cost of
Ownership
Transition Cost
Risk of making a bad
decision
Source: Quantum Learning.,2000
Rapidity, tolerability, safety, other features
(% of time)
10. OgilvyHealthworld
The Technology Adoption Lifecycle
Phase III
trials
Innovator
Visionary
Pragmatist Conservative
Laggard
Time
How do we breakthrough?
Source: Chasm Group LLC
11. OgilvyHealthworld
Model Breaks Down at Key Transition
The Chasm
Visionaries
Adventurous
Early buy-in attitude
Think “Big”
Independent of the “herd”
First use experience
Focus on outcome despite risk
Think Pragmatists are pedestrian
Pragmatists
Prudent
Wait-and-see
Manage expectations
Part of the “herd”
Continued use experience
Focus on achieving moderate
improvement in outcome with
minimal risk and disruption
Think visionaries are dangerous
Pragmatists may not trust visionaries as references
VS.
Source: Chasm Group LLC
14. OgilvyHealthworld
Crossing the Chasm
Source: Chasm Group LLC
The Problem
•80% of many solutions – 100% of none
•Pragmatist won’t buy 80% solutions
The Solution
•Focus on a single customer segment and build whole product(messages) for that segment
•Use experience and product(messages) to move to similar segments
The “Beachead” Segment
15. OgilvyHealthworld
Physician Profiles
• Innovators/Technology enthusiasts
– 5-10% of market (specialists)
– technologically oriented
– involved in phase III/IV trials associated with universities/research
– “My colleagues and I have found that this works!”
• Early adopters/Visionaries
– specialists with knowledge, confidence, expertise
– “I want this to work, and my judgement/insights tell me it will.”
• Pragmatist-Key target segment for communications
– 35-40% of market, seeks minimal disruption and risk averse
– “Show me it does what I need done - and why - and I’ll use it.”
• Conservative
– 35-40% of market, even more pragmatic
– “Show me long-term problem-free data, and I’ll consider it.”
• Laggards
– 10-12% of market
– “Once I see everyone else is using it, I probably will too.”
16. OgilvyHealthworld
Screening Questions to find Pragmatists
Now I would like to read you a few statements. Please tell me whether you agree or disagree with each?
1. I insist on receiving good references from trusted colleagues who I personally know before adopting new medications.
Agree – CONTINUE
Disagree - TERMINATE
2. Clinical trials are not as important to me as seeing results in my own clinical practice.
Agree - CONTINUE
Disagree - TERMINATE
3. I can make a leap of faith that a new product will deliver favourable health outcomes before THE TRIAL DATA IS PUBLISHED.
Agree - TERMINATE
Disagree – CONTINUE
4. Show me a new product does what I need done – AND WHY - and I’ll use it.
Agree - CONTINUE
Disagree – TERMINATE
NOTE: You may have difficulty finding physicians who give the right answer for all four statements above. If so, continue to
screen on the basis of two of the four statements answered correctly (vs. all four answered correctly).