The stakes are incredibly high in life sciences product development. The cost of developing and launching new drugs and medical devices is daunting, the regulatory process is extensive, and NCE availability is limited. Smart choices on where to focus new product investments need to be made very early in the process. And, the ideas that get funded need to be optimized prior to market launch in order to maximize the opportunity for commercial success.

Affinnova's IDDEA technology is a breakthrough for the life sciences R&D process. It has the unique ability to consider an exhaustive range of variation around a new product idea and find the holistic concept with the highest potential success within a target market (whether the target is physicians, health care providers, or patients).

IDDEA solves this fundamental marketing innovation problem by enabling marketers to vet an extensive space of considered alternatives with their target market, and then finds the messaging concepts with the greatest market potential. Unlike any main effects model, our patented technology fully considers interaction effects between messaging elements to reliably find the best positioning and maximize product potential.