In this segment, we help you navigate your journey from market segmentation to value proposition. To do this, we must answer three central questions: How are patients with this condition treated, why are they treated this way and where should we focus our efforts for the greatest return? The first stage of our journey is understanding how patients move through the treatment algorithm and what treatments they receive at each stage. The next stage is understanding the potential objective and subjective explanations for this observed behavior. The final stage is prioritizing options based on three distinct criteria: The importance of viable attributes, your level of improvement versus the current standard and the size of each opportunity