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Dupixent Respiratory Strategy Lab
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02 · PMR War Game Methodology
02 · PMR War Game Methodology · how the method works
Layer 1 · This is the plan

We propose live competitive DUO discussions.

Two 45-minute IDIs run at the same time. One starts with Dupixent. One starts with the competitor.

Then the two physicians come together as a DUO to compare both stories, challenge the logic, and show what holds when the agenda is under real pressure.

IDI A Dupixent first IDI B competitor first DUO compare · challenge
Layer 2 · The comparison layer

The duo shows how the stories work side by side.

Add a paired discussion and the method changes: we see how the Dupixent agenda performs when it is questioned, compared, restated, and discussed.

AsthmaDupixent versus Tezspire.
COPDDupixent versus Nucala.
Dupixent Rival DUO Compare · question · decide
Layer 3 · Mirrored interview flow

Two moderators run the opposite order in a simple 45-minute structure.

Session A starts with Dupixent. Session B starts with the competitor. In each room, the lead story gets 30 minutes and the comparison story gets the final 15 minutes.

Session ADupixent leads for 30 minutes. The competitor is discussed for the final 15 minutes.
Session BThe competitor leads for 30 minutes. Dupixent is discussed for the final 15 minutes.
Session A30 min Dupi15 min rival Session B30 min rival15 min Dupi
Layer 4 · The joint room

Then the two physicians come together.

They start with ten minutes on the big picture: which story feels stronger, clearer, more useful, and more believable.

Then each commercial team member comes back in, restates the story, listens, and asks questions.

HCP 1 HCP 2 debate
Layer 5 · Restate and question

The story is tested in real time.

Dupixent restates its case. The competitor restates its case. Physicians respond to both stories. The marketer can ask questions, hear concerns directly, and see which building blocks make the story clearer and stronger.

RestateEach side restates its case after hearing the discussion.
QuestionPhysicians test the language, proof, sequence, and practical value.
AskThe marketer can probe what would make the story stronger.
Layer 6 · Preference and why

Then we score the preferred story, and the reason.

This is not only preference. We ask which story is stronger, why, what nearly changed the decision, and what Dupixent would need to make its case clearer.

PreferenceWhich story is stronger?
ReasonWhy is it stronger?
GapWhere is the less preferred story weaker?
Switch pointWhat could change the decision?
Layer 7 · Stick and scale

We finish by testing how the Respiratory Vision can hold.

The final discussion asks what needs to hold across Asthma and COPD, what can adapt by audience or market, and what language gives local teams the clearest route to execution.

Respiratory VisionWhat Asthma and COPD both need to ladder up to.
Disease-area fitWhat each agenda needs to say in its own terms.
Local executionWhat support helps each market use the story with confidence.
Layer 8 · Between MR sessions

The break between 90-minute sessions becomes a live learning window.

After the full MR session, the Dupixent team can review Unity Arc data, compare delivery using a simple scoring rubric, and sharpen before the next competitive session starts.

MR session 1Full 90-minute block
ReadUnity Arc signal
ScoreRubric and team comparison
SharpenCo-create if needed
MR session 2Next competitive session
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Second beat

Why recall and quant matter.

The live sessions show how the agenda performs in the room. Recall and quant show whether it can guide execution after the room.

Beat 1 · The role

This is not validation.

In this design, recall and quant do not simply confirm the qual. They show what can be used: what physicians keep, what markets need, and where the strategy needs support.

KeepUseSupport
Traditional questionDid the larger sample validate the message?
Unity Arc questionWhat must the global team protect, and what does each market need to execute it well?
Beat 2 · The pressure

Simple competitor agendas are hard to beat.

Asthma and COPD competitors can win attention with easy language: broad choice, EOS-first proof, convenience, cost, or delay. Dupixent needs to know which parts of its agenda still hold against that pressure.

Easy choiceEOS firstConvenienceDelay
TezspireBroad, simple, low-friction choice.
Nucala / IL-5Established EOS story and familiar proof.
InertiaOCS reliance, access burden, and reasons to wait.
Beat 3 · Recall + quant

Recall and quant show what can travel.

A strong response in the room is useful, but not enough. Three to five business days later, recall shows what physicians keep, simplify, and trust; quant then sizes those signals within each market's competitive dynamics.

RememberedScaledPrioritisedExecution-ready
Session90-minute competitive discussion.
3-5 business days laterShort recall call with every physician from the duos.
Market readSize, spread, and priority of the signals that can become strategic core.
Beat 4 · The Dupixent challenge

Asthma and COPD need one Respiratory Vision.

That does not mean identical execution. The work shows what must hold across both disease areas, and what can flex by market, customer type, and local barrier.

Strategic coreMarket flexCustomer support
What stays consistentThe parts of the Respiratory Vision that both agendas need to ladder up to.
What flexes locallyThe proof, language, and support needed for each market to execute with confidence.
Beat 5 · The output

A faster bridge from insight to execution.

The value is not a larger research file. It is a clearer global core, disciplined market flex, and a faster route from PMR to local action.

A clearer global core.
Disciplined market flex.
A faster bridge from insight to local execution.
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