For Brand Teams
Share by prescriber tells you who moved. It doesn’t tell you why, whether it holds, or where the next pocket of growth is forming while it’s still a dozen accounts. We search the whole market for those shifts — new writers choosing a competitor first, growth moving from new prescribers to deeper adoption inside existing practices, discontinuers leaving the class rather than switching — and hand you the accounts while there’s still time to act.
One example, from our published research
42%
of accounts with more than one writer differ by 20 points or more in how many patients ever reach a paid fill.
Two out of three patients who never converted for one writer converted under a colleague in the same practice. The barrier travels with the prescriber, not the patient.
Two Prescribers in the Same PracticeIn practice
New writers gained and loyal prescribers eroding net to a flat line. The share report registers the movement when it’s large enough to be national, quarters after the accounts started moving.
Discontinuation and next therapy are one cut away. Separating the drug from the patient mix isn’t: two brands at the same hospitals with different drop-off is a finding. The market’s discontinuation rate is a number.
Your team can answer any of these. The exploratory pass that would have found the shift six months earlier is the one that never reaches the queue.
Our answer
The answer is never just the headline. Every finding comes with the mechanism behind it, how it has moved over recent quarters, the confounders we tested and ruled out, and an explicit account of what the data cannot tell you.
01
Escalation philosophy, persistence outcomes, pathway mix. Two prescribers in the same decile can be doing opposite things.
02
New-start patterns, practices deepening adoption, geographies moving. Flagged while the group is small enough to call on.
03
The prescribers adopting a competitive launch first, named, with what the ones who moved last time had in common.
04
A titration that stalls below the therapeutic dose. A step-down two cycles before the gap. A refill interval stretching while the script is still live. The signals that separate patients who are leaving from ones who lapsed — and from ones a competitor took.
Example analyses
A sample. If it’s in claims, it’s in scope.
The output is not a metric. It is a working understanding of your market — the kind you would otherwise assemble by hand, months after it had already shifted again — and a short, ordered list of where your attention should go first.
What we do
Most analytics, human or AI, spend their attention on the question you bring. One question, one answer. The finding that changes a quarter usually sits between hundreds of cross-tabs no one thought to triangulate.
Bring a question.
Your consultant in a pocket. One brand or access question. The defensible answer in five business days, with the mechanism and the accounts behind it.
Watches what you aren't.
Every brand team tracks a set of numbers. Sonar goes after what sits between them.
What you receive
Researcher or Sonar, every project ends with the same five things.
An online report. The full finding and every cut behind it.
An assistant on the report that answers follow-up questions on your own time.
The entities behind the finding. HCPs, accounts, specialty pharmacies, infusion centers, payers — as applicable to the finding — each with a behavioral profile, exportable to your CRM. The outsized drivers, not a spreadsheet no one reads.
A live readout with your account strategy partner — the Flyway analyst who conducted the run and audited the results — and the same partner for follow-ups.
A deck you can forward: the finding, the mechanism, and any accounts behind it, ready for a leadership meeting.
Tell us the change. We'll tell you how we'd go about it, and whether the data can support it.