Jordi Aparici Market Intelligence Consultantn-en-Marketi… · 1 Jordi Aparici Market Intelligence...
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1 Jordi Aparici Market Intelligence Consultant Helping pharma companies make robust decisions based on market, competitors and patient knowledge Market Intelligence | Strategy | Marketing | Market Research | Data Analytics | Competitive Intelligence | Forecasting | Portfolio Planning | Sales Force Excellence | Business Development & Licensing | Market Access [email protected]
Transcript of Jordi Aparici Market Intelligence Consultantn-en-Marketi… · 1 Jordi Aparici Market Intelligence...
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JordiApariciMarketIntelligenceConsultant
Helping pharma companies make robust decisions based on market,competitors and patient knowledge
Market Intelligence | Strategy | Marketing | Market Research | DataAnalytics | Competitive Intelligence | Forecasting | Portfolio Planning |Sales Force Excellence | Business Development & Licensing | MarketAccess
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Preclinical Ph I Ph IIa Ph IIb PhIII Registration Price&Reimb
Launch
Market knowledge is key from the very beginningThe marketingroleinthe pipelinelifecycle
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•Brand Strategy Decisions:•Product market research (landscape, product profile test, positioning test…)•Target group•Positioning strategy•Comunication strategy
•Sales forecasting. Business case. Quantify potential patient population•Pricing and Reimbursement Strategy:
•Payer research•Price corridors
•Market Access Strategy Development•Value dossier•HTA assessment•SmPC
•Geographies: Identify key global markets•KOL network
Preclinical Ph I Ph IIa Ph IIb PhIII Registration Price&Reimb
Launch
Market knowledge is key from the very beginningThe marketingroleinthe pipelinelifecycle
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•Marketing Tactics•Identify value messages that best resonate with doctors, payers and KOLs •Master Visual Aid•Local adaptation•Key target audience•Education and disease awareness•Pricing & R. negotiation with P&R authorities•Country Market Access Strategy. Local Value dossier•Sales Force Sizing and Training
Preclinical Ph I Ph IIa Ph IIb PhIII Registration Price&Reimb
Launch
Market knowledge is key from the very beginningThe marketingroleinthe pipelinelifecycle
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• Implementación del plan táctico• Monitorizacion, market research: ATU, DFU, KPIs, posicionamiento
Preclinical Ph I Ph IIa Ph IIb PhIII Registration Price&Reimb
Launch
Market knowledge is key from the very beginningThe marketingroleinthe pipelinelifecycle
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•Market Landscape assessment•Identify treatment paradigms•Benchmark competitive market•Understand unmet needs
•Quantify Market & Opportunity Potential
•TPP, dTPP definition. Value proposition. Product positioning and indication
•Assess payers’ reactions to potential drug profile and trial design
R&D resources prioritization
Preclinical Ph I Ph IIa Ph IIb PhIII Registration Price&Reimb
Launch
Market knowledge is key from the very beginningThe marketingroleinthe pipelinelifecycle
•Assess pipeline•Steakholders
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Defining the desired productdTPP (disease targetproduct profile)
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Defining the desired productdTPP (disease targetproduct profile)
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Characteristics Minimum (MAPP)
Target (TPP)
Competitor* (CPP)
Reference product
Indication (primary & secondary)
Target patient populationDosingFormulation & delivery mechanismEfficacy (Primary & secondary end points, QoL)
Safety & tolerability (side effects & interactions)
ContraindicationsPriceOpportunity window
Product ID: XXXX
Level of innovation: XXX
Defining the desired productTPP(targetproduct profile)
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Commercial Attractiveness
Fit w/ Company
Commercial Capabilities
R&DAttractiveness
Fit w/ Company
R&D Capabilities
Prevalence
Unmet need
Market Access
Pricing
Market and product
size
• Xxx• Xxx• Xxx• Xxx
Variables Criteria for scoreWeight
• 20%• 10%• 40%• 30%
• Xxx• Xxx• Xxx• Xxx
Dimensions
Projects Prioritization
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Prevalence
Unmet need
Market Access
Pricing
Market and product
size
Proj. X36 Proj. Y21Dimensions Proj.Y52 Proj. Z18
Commercial Attractiveness
Fit w/ Company Commercial Capabilities
R&DAttractiveness
Fit w/ CompanyR&D
Capabilities
Projects Prioritization
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Market Info Needed
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qWhatarethetrendsinthepatientpopulation?Prevalence?Incidence?
qWhatisthediagnosisrate?Whatisthetreatmentrate?Dopatientsactivelyseektreatment?
q Isyourproducteffectiveonlyinasubpopulation?
qWhatarethepatientunmetneeds?
q Istreatmentdrivenbyspecialistsorprimarycare?Subspecialties? Hospital- oroffice-based?
q Areguidelinesinplace?
q Physicianunmetneeds
q Isthecurrenttreatmentparadigmchanging?.Whatisdoctor’sperceptiononcurrentproducts?
ModelTypeSelection,UptakeParameters,&TreatmentAssumptions
qWhataretheproductsusedtoday?Level ofuse.Placeinthelineoftherapy
q Arethereotherdevelopmentsinpipeline?Whatunmetneedaretheysolving?
qWhatdifferentiatesmy productfromthecompetition?
qWhatisthesizeofthemarket?Andproductpotential?
qWhoistheprimarypayer?Cash?PrivateInsurance?
qWhichisthepricecorridor?Aretheresignificantdiscountsandrebatesrequired?
qWillpriceaffectvolume?Anypatientco-pay?
qDoweforeseereimbursement/marketaccessrestrictions?
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• Primary sources:• Internet:clinicaltrials.gov,EMA,FDA,Epidemiology data• Globalsupliers:IMS,Datamonitor,Decision Resources,GlobalData,Milenium,
PipelineDatabases,etc• RealWorld Data,BigData
• Secondary sources• Market Research (quant/qual)(including Payers)• Competitive Intelligence• Congresses
• Forecasting
Methodology andSources
ü Market UnderstandingResearch
ü Product Profile Testü Patient Unmet Needs
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Prevalence
Diagnosed
Treated
Treated for the Specific Disease Segment
Patient Pool
Product X Patient Share
(at peak)
Days of Treatment
Price / Reimbursement
Sales (at peak)
Patient-based (Bottom Up)Units Sold (IMS)
Units sold (for the Specific Diagnose)
Sales-based (TopDown)
Days of Treatment
Patients TreatedMarketS
izeProd
uct
Share
Conversio
nto
Sales
Market Access burden
ForecastingSizing the potential ofthe newproduct
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Take home message:Assess the market from the very beginning so that your projects are market oriented
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NEWPRODUCTDEVELOPMENTCreate the best product,besttecnology,best design,betterthat competitors
CUSTOMEREXPERIENCEMANAGEMENTUnderstand how she feels,discoverunmet needs,solve customer problemsandengage them
Product CentricCompany
Customer CentricCompany
Costumer CentricitySee the world asour customer does
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1.Observeand
Understand
2.Ideaand
Design
3.Implement
ation
Costumer CentricitySee the world asour customer does
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1.Observeand
Understand
2.Ideaand
Design
3.Implement
ation
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Ethnographic Market Research
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Patient JourneyTouch points identification andunderstanding
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1.Observeand
Understand
2.Ideaand
Design
3.Implement
ation
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PatientJourneyMap
• Identification of potential interventions• Selection and Prioritization• Draft design
Co-creationsessions
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1.Observeand
Understand
2.Ideaand
Design
3.Implement
ation
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• Classificationandpriorization ofinterventions• Preparetheactionplan• Cultural transformation
Customer Centricity ImplementationMindset change
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VideoAlmirall
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• Assess the market from the very begining so that your projects are marketoriented
• See the world as your customer does• It will bring new product ideas• You will improve the interaction with customers• Customer engagement
Take HomeMessages
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JordiApariciMarketIntelligenceConsultantjordi.aparici@hotmail.com
Market Intelligence | Strategy | Marketing | Market Research | DataAnalytics | Competitive Intelligence | Forecasting | Portfolio Planning |Sales Force Excellence | Business Development & Licensing | MarketAccess
