How do real people react to different copay amounts across different clinical scenarios?
900+
Digital Twins
∞
Possible Scenarios
∞
Possible Price Points
01. The Study
What We Did
We asked 900+ digital twins of real panelists, built from extensive AI-moderated behavioral interviews, to predict how individuals would respond to medicine copay scenarios they had never been asked about before. By simulating their reactions to 6 different copay levels ($10 to $250) across 13 distinct clinical scenarios, we generated predictive insights into price sensitivity at a depth and speed that traditional research cannot match.
02. The Brox.AI Platform
What We Do
Three capabilities that transform consumer research into predictive intelligence.
1
Digital Twins
1:1 digital twins of real people, built from 5+ hour AI-moderated interviews per individual. Not personas. Not segments. Not statistical models.
Nationally Representative
2
Predictive Simulation
Predict outcomes of real-world scenarios. Model recessions, rate changes, life events, and competitive moves. See who wins and loses before it happens. And crucially, why.
Unlimited Scenarios
3
Continuous Intelligence
Brox.AI is an always-on strategic resource. Ask follow-up questions, model hundreds of outcomes or decisions over minutes, weeks, or months.
Always On
03. Scenario Analysis
Willingness to Take New Medicine by Copay & Scenario
We simulated 13 clinical scenarios to understand how each impacts willingness to accept different copay levels. With Brox.AI, the number of scenarios you can test is unlimited. These 13 are just the beginning.
Scenario
$10
$40
$75
$100
$150
$250
Severe Disease
90%
90%
89%
89%
86%
83%
Prior Success
89%
88%
85%
80%
74%
60%
2nd/3rd Line
88%
85%
82%
79%
73%
63%
Specialist Rec.
80%
78%
72%
66%
60%
47%
PCP Rec.
77%
76%
69%
61%
56%
42%
Oral Drug
69%
67%
52%
43%
36%
21%
Pharmacy Admin
54%
47%
37%
31%
24%
18%
Prior Auth
51%
44%
37%
32%
26%
17%
Injectable
48%
45%
35%
31%
25%
16%
Progressive (No Symptoms)
50%
42%
31%
27%
23%
13%
Start Delay
38%
31%
24%
23%
19%
12%
Very New Drug
33%
31%
24%
20%
15%
8%
Prior Failures
30%
24%
17%
12%
10%
5%
Surprising Finding
Severe Disease Is Remarkably Price-Inelastic
Only a 7pp drop despite a 25x increase in copay ($10→$250). When people are suffering daily, cost becomes almost irrelevant.
Barrier Alert
Prior Failures Compound With Cost
Willingness drops from an already low 30% to just 5%. The combination of skepticism + cost creates a near-total barrier to adoption.
Key Insight
Asymptomatic Disease Is Highly Price-Sensitive
A 37pp drop for progressive but asymptomatic disease suggests people won't pay much to prevent future problems they can't currently feel.
04. Price Sensitivity by Scenario
Total Price Sensitivity: $10 vs $250 Copay
The percentage point drop in willingness from the lowest to highest copay reveals which scenarios are most and least sensitive to cost increases.
Low Sensitivity (<15pp)
Medium Sensitivity (15–25pp)
High Sensitivity (≥25pp)
Oral Drug
48pp
Progressive (No Symptoms)
37pp
Pharmacy Admin
36pp
PCP Rec.
35pp
Prior Auth
34pp
Specialist Rec.
33pp
Injectable
32pp
Prior Success
29pp
Start Delay
26pp
2nd/3rd Line
25pp
Very New Drug
25pp
Prior Failures
25pp
Severe Disease
7pp
Unexpected
Oral Drugs Show Highest Price Sensitivity
You might expect the convenience of oral administration to hold value, but willingness drops by 48pp. This suggests oral drugs may be seen as more "optional" or substitutable.
Strategic Insight
Severity Trumps Everything
With only a 7pp drop, severe disease represents the strongest pricing power. Urgency and daily suffering override cost considerations almost entirely.
05. Generational Segments
Traditional Segmentation: Generational Price Sensitivity
Breaking down willingness by generation reveals surprising patterns in who is most and least sensitive to copay increases.
Baby Boomers
Gen Z
Gen X
Millennials
Generation
$10
$40
$100
$250
Baby Boomers
80.4%
77.6%
59.8%
22.0%
Gen Z
79.1%
76.7%
53.5%
20.9%
Gen X
72.4%
70.6%
54.7%
17.6%
Millennials
71.3%
69.7%
49.7%
19.4%
Surprising
Gen Z & Boomers: Less Sensitive
Both Gen Z and Baby Boomers start with the highest willingness (~80%) and maintain higher acceptance at elevated copays. Despite very different life stages, both groups show more resilience to price increases.
Tipping Point
$100 Is the Universal Threshold
Every generation shows a steep decline beginning at the $100 copay mark. This price point appears to be a psychological threshold that triggers a sharp re-evaluation of willingness.
06. Unlimited Segmentation
Unlimited Segmentation Possibilities
Create any segment. Let your imagination be the limit. Here we explore attitudinal and behavioral segments, but with Brox.AI, you can slice the data any way you want.
Physician Followers
Proactive Researchers
Careful Considerers
Natural Health Seekers
Healthcare Skeptics
Easiest to Convert
Physician Followers
100% willing at $10–$100, and still 42% at $250. HCP-focused marketing would convert this segment most effectively. They trust their doctors above all else.
Content Strategy
Proactive Researchers
Invest in high-quality, accessible patient education materials. Ensure positive reviews and clear side effect information is available online. This segment does its homework.
Hard to Reach
Healthcare Skeptics
Largely unreachable through traditional channels. Conversion requires rebuilding fundamental trust, through community health initiatives or peer testimonials, not HCP-driven approaches.
07. The Reasoning
The Reasoning Behind Decisions
Digital twins reveal not just what people choose, but why they choose it. Here's what drives rejection for each segment at their drop-off point.
Physician Followers Drops at $250
96%
Proactive Researchers Drops at $250
95%
Careful Considerers Drops at $100
92%
Natural Health Seekers Drops at $10
45%
26%
16%
13%
Healthcare Skeptics Drops at $10
39%
26%
18%
17%
Cost/Affordability
Distrust of System
Side Effect Concerns
Prefers Natural/Alternative
Wants Proven/Established
Key Finding
Physician Followers: Pure Price Sensitivity
96% of rejection reasons are cost-related. This is the only segment where lowering the copay would almost entirely solve the adoption problem; no trust or perception barriers exist.
Key Finding
Skeptics: Price Isn't the Core Problem
Healthcare Skeptics and Natural Health Seekers are less affected by price changes since other drivers, including distrust (18–26%), side effect fears (16–26%), and preference for alternatives (13–17%), are equally or more important.
08. Deep Dive
Going Deeper: Any Scenario × Any Segment × Any Copay
With Brox.AI, you can dive as deep as you want. Any segment, any scenario, any copay level. There are no limits to the combinations you can explore.
Healthcare Skeptics: Acceptance Rate by Copay & Scenario
Scenario
$10
$40
$75
$100
$150
$250
Severe Disease
71%
68%
64%
64%
61%
47%
Prior Success
68%
58%
53%
42%
26%
13%
2nd/3rd Line
58%
51%
37%
32%
25%
16%
Specialist Rec.
42%
34%
18%
13%
8%
0%
PCP Rec.
26%
20%
13%
8%
0%
0%
Oral Drug
18%
8%
1%
0%
0%
0%
Pharmacy Admin
4%
0%
0%
0%
0%
0%
Prior Auth
1%
0%
0%
0%
0%
0%
Injectable
1%
1%
0%
0%
0%
0%
Progressive (No Sympt.)
4%
0%
0%
0%
0%
0%
Start Delay
0%
0%
0%
0%
0%
0%
Very New Drug
0%
1%
0%
0%
0%
0%
Prior Failures
1%
0%
0%
0%
0%
0%
Price Sensitivity
Severe Disease: Willing, but More Price Sensitive
Skeptics are still willing to pay for a drug when facing severe disease, but are far more price sensitive than the general population. They are 21% less likely to pay $10 in this scenario and 43% less likely to pay $250. Their price sensitivity does not track the pattern of the total group.
Channel Influence
Specialists Hold More Sway Than PCPs
42% of Skeptics are willing to pay $10 after a specialist recommendation, but only 26% after a PCP recommendation. This gap is far wider than in the general population, where the distinction is much smaller. For this segment, the recommending physician matters significantly.
09. Platform Capabilities
What Brox.AI Enables
Transform any business question into predictive insight.
∞
Unlimited Scenarios
Test any future event (personal, market, or geopolitical) without panel fatigue
⇄
Unlimited Combinations
Layer multiple scenarios to understand complex, real-world interactions
?
The "Why" Behind Choices
Access reasoning at the individual level: not just what, but why
☰
Any Segmentation
Slice results by demographics, psychographics, or any dimension you imagine
The Brox Advantage
Traditional research answers one question at a time. Brox.AI lets you explore a parallel universe of possibilities: testing every scenario, understanding every segment, and predicting every outcome before making costly business decisions.
