How will Cognigram be marketed?, page-2

MB,

You have described very well exactly how Eisai will educate/market Cognigram in the US. They have hired a large number of territory based " Alzheimer's Market Development Professionals" the first of which are already in post if you look at Linkedin. They key part of their job description is

"The Alzheimer's Market Development Professional (MDP) is responsible for educating the non-prescribing primary care physicians (PCPs) and their staff on the screening, identification, diagnosis, and referral of appropriate patients to AD specialists.

This will be achieved by in-person interactions and/or through remote detailing.By managing AD education in their respected territory, the MDP is the territory business owner responsible for executing tactics to ensure the effective education of their assigned customers while conveying Eisai's human health care mission ( hhc ).

The MDP will be required to be an expert on all aspects of Alzheimer's disease, our co-promoted product, and the competitive landscape in which they will represent Eisai.

They will build and develop professional relationships with appropriate HCPs, office staff, and other healthcare professionals and be expected to work cross-functionally while adhering to all of Eisai's ethics and compliance standards."

I am not certain of how many they have hired but if you look on the internet you can see that a number of months ago they where advertising for a large number. Individual territories I have identified cover Pittsburgh, Columbus, Honolulu, Philadelphia, Woodcliff Lake (NJ), Philadelphia, Tampa, Des Moines, Minneapolis, Salem (OR), Idaho Falls, Dover (DE), Las Cruses (NM), Nashville, Dallas, Indianapolis, Phoenix. In fact to save my time click here Alzheimer's Market Development Professional jobs in the United States | JobSearcher the first 4 pages are all of the Alzheimer's market development jobs that have been advertised by Eisai for different geographical areas over the last months. If all those roles are filled it would seem that about 50 people will be knocking on doctors doors day in and day out pushing the benifits of Cognigram. If Cognigram does not successfully commercialize it will not be for a lack of trying.

So in answer to your question. Yes, Eisai will be knocking on every GPs door and educating them on the benefits of digital testing. There are only 2 widely clinically validated digital test that GPs can responsibly use and they are Cognigram and CANTAB. Between them they have been used in 1000's of clinical studies. I am guessing but if you were to look at the combined number of studies of all the competing digital assessment if that number was 150 in total I would be surprised. GP will follow go with what is regulated and validated and in essence that is Cognigram and CANTAB. Furthermore If you go in to a GP with the results of another test or some apple app store product, they will use that as a starting point that you think you have a problem and they will then give you a Cognigram or CANTAB test before deciding on next steps.