Sales & Marketing Optimization in Oncology

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CASE STUDY SALES & MARKETING OPTIMIZATION in ONCOLOGY METHODOLOGIES USED: 1. Qualitative F2F Interviews 2. Quantitative Web Survey

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Transcript of Sales & Marketing Optimization in Oncology

  • 1. CASE STUDY SALES & MARKETING OPTIMIZATION in ONCOLOGY METHODOLOGIES USED: 1. Qualitative F2F Interviews 2. Quantitative Web Survey
  • 2. The following case study and data is from an actual CLIENT project; however, the data has been modified to avoid sharing any sensitive client or confidential information and is intended for general information only.
  • 3. First.lets meet the CLIENT
  • 4. Seeking to increase MARKET SHARE in Oncology Market Dominant market leader in.. 1 2 Looking to optimize COMMUNICATION and SALES PLAN 3 Looking to implement a COMPETITIVE POSITIONING STRATEGY against a biosimilar BIO-PHARMACEUTICAL MARKET
  • 5. The CLIENT wanted to know
  • 6. Research Objectives CENTRAL RESEARCH QUESTION: How do we increase product sales while preparing for the arrival of new competitors (biosimilars) to the French and German markets?
  • 7. Research Objectives CENTRAL RESEARCH QUESTION: How do we increase product sales while preparing for the arrival of new competitors (biosimilars) to the French and German markets? 1.What are the current practices by cancer type and by institution (academic vs. private for profit)?
  • 8. Research Objectives CENTRAL RESEARCH QUESTION: How do we increase product sales while preparing for the arrival of new competitors (biosimilars) to the French and German markets? 2. 1.What are the current practices by cancer type and by institution (academic vs. private for profit)? What is the current patient flow including dispensing patterns?
  • 9. Research Objectives CENTRAL RESEARCH QUESTION: How do we increase product sales while preparing for the arrival of new competitors (biosimilars) to the French and German markets? 2. 1.What are the current practices by cancer type and by institution (academic vs. private for profit)? 3.What are the prescription drivers and conditions for switching? What is the current patient flow including dispensing patterns?
  • 10. PHASES To understand when physicians prescribe prophylactic treatments To define the patient flow To understand the prescription drivers Ph1: Qualitative to understand the daily medical practices based on the type of institution. Ph2: Quantitative to assess global market size and product market share. To quantify the patient flow To prioritize the most important factors in the selection of a prescription
  • 11. 56 IN-DEPTH INTERVIEWS (28 per country) Oncologists or Cancer Specialists Hospital Pharmacists GOALS Identify practice Understand the patient flow Understand prescription drivers PHASE Qualitative Analysis 1 2 3
  • 12. In-Depth Interviews Identify practice GOALS 1 LESS than 10% 10 to 20% 15 to 20% and above LARGE MAJORITY OF PROPHYLACTIC TREATMENTS CASE BY CASE PROPHYLACTIC TREATMENTS VERY FEW PROPHYLACTIC TREATMENTS Estimated level of Neutropenia risk depending on chemotherapy protocol Based on the interviews, we IDENTIFIED that PROPHYLACTIC treatment was most often PRESCRIBED when the risk of neutropenia was more than 15%... Patient at risk: above 65-70 years old Key Findings All patients Note: Data displayed in this presentation has been modified. Actual results are propriety to the client that commissioned the study.
  • 13. In-Depth Interviews Understand the patient flow GOALS 2 PRIVATE PRACTICE PHYSICIANS (GPs or specialists) SAME INSTITUTION, OTHER WARDS OTHER INSTITUTIONS ONCOLOGISTS or CANCER SPECIALISTS AMBULATORY CHEMOTHERAPIES HOSPITALIZATIONS HOME INJECTION (by visiting nurse) SELF ADMINISTERED HOSPITAL INJECTION (by hospital nurse) Majority Majority Majority The majority of patients were coming from private practice. Chemotherapies were delivered more often in an ambulatory setting. Key Findings Note: Data displayed in this presentation has been modified. Actual results are propriety to the client that commissioned the study.
  • 14. In-Depth Interviews Understand prescription drivers GOALS 3 DRIVER 1: Chemotherapy protocol patterns o Type of active ingredient: aplasing or not aplasing o Regimen: duration between two administrations DRIVER 2: Chemotherapy dose/intensity o For regimen without dose increase o For regimen with dose increase SECONDARY DRIVERS: o The flexibility of the treatment o Convenience Prescription Key Drivers were found to be: Key Findings
  • 15. 240 WEB-BASED SURVEYS Oncologists and Cancer Specialists Quantify current products market share Quantify patient flow Determine the prescription key drivers 1 2 3 GOALS PHASE Quantitative Analysis
  • 16. Key FindingsSurveys Quantify market share GOALS 1 Respondents were aware of the 3 products marketed and knowledgeable about all 3 brands 38% 47% 15% Product A Product B Product C The Clients Product A was the 2nd most-prescribed brand Note: Data displayed in this presentation has been modified. Actual results are propriety to the client that commissioned the study.
  • 17. Key FindingsSurveysMarketShare KEY TAKEAWAYS: 40% 34% 22% 43% 38% 19% 37% 41% 22%23% 54% 23% 0% 10% 20% 30% 40% 50% 60% Product A Product B Product C Breast Lung Head & Neck Stomach Respondents IDENTIFIED the Clients Product A as the leader for Breast & Lung Cancer but also demonstrated an OPPORTUNITY for GROWTH in Head & Neck and Stomach Cancer GOALS 1 Note: Data displayed in this presentation has been modified. Actual results are propriety to the client that commissioned the study. Quantify market share
  • 18. Quantitative Analysis Quantify the patient flow2 CITY PHYSICIANS (GPs or specialists) SAME INSTITUTION, OTHER WARDS OTHER INSTITUTIONS ONCOLOGISTS or CANCER SPECIALISTS AMBULATORY CHEMOTHERAPIES HOSPITALIZATIONS 40% 60% 40% 30% 30% GOALS 40% of chemotherapies were delivered in ambulatory settings and 60% during hospitalizations. Key Findings Note: Data displayed in this presentation has been modified. Actual results are propriety to the client that commissioned the study.
  • 19. Quantitative Analysis Quantify the patient flow2 GOALS 95% of injections were performed by a nurse with the majority at the patients home. Key Findings CITY PHYSICIANS (GPs or specialists) SAME INSTITUTION OTHER WARDS OTHER INSTITUTIONS ONCOLOGISTS or CANCER SPECIALISTS AMBULATORY CHEMOTHERAPIES HOSPITALIZATIONS 40% 60% 40% 30% 30% HOME INJECTION 79% SELF ADMINISTERED 5% HOSPITAL INJECTION 16% Note: Data displayed in this presentation has been modified. Actual results are propriety to the client that commissioned the study.
  • 20. The CONJOINT ANALYSIS IDENTIFIED that PRICE and NUMBER OF INJECTIONS were the MOST IMPORTANT FACTORS in the selection of PRODUCT A for all cancer types Determine the Prescription Drivers GOALS 3 Conjoint Analysis 26% 28% 28% 28% 28% 25% 27% 22% 20% 24% 11% 11% 12% 13% 12%13% 9% 11% 10% 9% 10% 13% 10%10% 11% 5% 5% 6% 6% 5% 0% 5% 10% 15% 20% 25% 30% Breast Lung Head & Neck Stomach/Esophagus Total Price Number of injections Flexible Use Brand Product Presentation Pharmacokinetic Profile Storage Condition KEY TAKEAWAYS: Importance Key Findings Note: Data displayed in this presentation has been modified. Actual results are propriety to the client that commissioned the study.
  • 21. RECOMMENDATIONS
  • 22. Phase 1 of the project identified that protocols are a key choice factor for the Clients product. Phase 2 helped identify which protocols are triggering prescriptions for the Clients product. TMTG recommended that the CLIENT could most likely INCREASE MARKET SHARE by: 2 3 Focusing efforts on specific organ indications o Benefits of single injection o Price vs. overall cost linked to multiple injections of other products Creating a new communication campaign with key messaging focused on: 1 Establishing a protocol-based segmentation RECOMMENDATIONS
  • 23. USA 502 Mace Blvd, Suite 15 Davis, CA 95618 PH: + 1 530-792-8400 FX: + 1 530-792-8447 www.themarketechgroup.com Europe / France 3 rue Emile Phant 44000 Nantes PH: +33 (0)2 72 01 00 80 FX: +33 (0)2 40 48 29 40