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Using counter-biosimilar messaging to
protect your brand
#SKIMwebinar
Share your thoughts online:
Alex Zhu Manager
Based in Hoboken
Mike Mabey VP Client Solutions
Based in Atlanta
Nicole Drake Director Client Solutions
Based in Rotterdam
Branded biologics are facing biosimilar competition. What should you do differently?
Defense strategies
Increased
promotion &
messaging
Change of
paradigm and
formulation
Payer strategy
What is counter-biosimilar
messaging?
Do other industries face
similar challenges?
Taste and
heritage seekers
“for over 40 years
Breyers has been
bringing families
together.”
However, there are
significant differences
There is a
dominant
choice
The goal is
different
Impact of
switching
decisions
The goal of counter-
biosimilar messaging
is to increase inertia.
Two message goals
Shift the
adoption curve Buy time for next
gen replacement
Two research goals
Identify messages
that create inertia Measure the
impact of inaction
Our case study based on a message platform
Three steps
Explore
themes &
emotions
Quantify
preference
and impact
Identify key
drivers and
combo
Step 1: Hybrid Qual
Explore message themes and emotions
MaxDiff/
Conjoint
Ranking &
rating
Sorting
Step 2: Trade-off exercise
MaxDiff to identify the
winning message on the
primary metrics
Looking into the
supporting metrics to evaluate
the messages
Step 3: Identify drivers and message combo
Clickable exercise to identify
what works and what doesn’t
within the message
TURF analysis to identify the
diminishing point when adding
additional message
How would you measure message success?
Impact
The size of non-prescribers
is doubled
The average wait time
before adopting biosimilar
increases by 25%
Flip your thinking about the
metric end points
Not
prescribing
Waiting
longer
Risk of
switching
Increase
in hesitation
Why didn’t
hesitate
Credibility &
Believability
Reduce
early
adopters
Size of non-
prescribers
Perspective matters:
the conversation changes
Changing your perspective
1. Launch and end of patent messaging
strategies are different
2. The decision influencing power of
stakeholders may shift
3. Connect counter-biosimilar messaging to
your brand strategy
Go to www.skimgroup.com/webinars
for today’s presentation slides and more!
#SKIMwebinar
Share your thoughts online:
Alex Zhu [email protected]
+1 201 963 8430 Based in Hoboken
Mike Mabey [email protected]
+1 201 963 8430
Based in Atlanta
Nicole Drake [email protected]
+31 10 282 3535
Based in Rotterdam
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