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New-to-Brand Prescriptions (NBRx)

Similar or Alternative Terms Meaning the Same Thing n/a
Related Term(s) Total Prescriptions (TRx)

New Written Prescriptions (NWRx)

New Prescriptions (NRx)

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Traditionally, the total prescriptions (TRx) metric has been a key metric used by the pharmaceutical industry to gauge a medicine's launch performance. However, this metric lags compared to the new-to-brand (NBRx) metric, resulting in delayed decisions and non-optimal brand performance. IMS research has found that NBRx is a more valuable metric in differentiating between a true new patient -- one who has never been on the brand before -- and a new prescription (NRx), which in many cases is actually for a patient continuing on therapy.

Source: "Every Metric Tells a Story"


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