The usual methods of monitoring product performance, such as one-off, point-in-time studies of physician perceptions that supplement prescription metrics, are just not enough to ensure that every decision they're called upon to make is the right one. Today, there are performance management systems that can give brand managers a far more granular view of performance metrics.

In this R&D Directions report, Lisa Kerber, practice leader, performance practice management, IMS Management Consulting, discusses how a longitudinal approach to performance management overcomes the limitations of ad hoc monthly or quarterly studies that have hampered timely decision-making in the past.

 Longitudinal Performance Management Gives Holistic Way to Monitor Product Acceptance