JW Research Group Capabilities Presentation 12-10-2015

Finally…

created with you in mind.

a healthcaremarket research company

CAPABILITIES PRESENTATION

JWRG Capabilities

Capabilities Topics

o JW Research Group• Who We Are• How We Think and Work• Experience • Market Research Experience • Proprietary and Unique Approaches• Our Advantage• JW Research Group Bios

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JWRG Capabilities 3

JW Research Group: Who We Are

JWRG Capabilities

Who We Are

o We offer advanced strategic marketing research and modeling for healthcare clients on a global basis

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o We have extensive product/ category knowledge, advanced methodological approaches, and focused marketing strategies

o We have offices in Pennsylvania, Maryland, and Florida

JWRG Capabilities

Who We Are

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Strategists Multivariate Services

Support

Hands-on, senior-level partnerswith extensive product and category knowledge…

Jeff WhittleFounder

Sherry Bowman, Ph.D.Director

Patti MurphyDirector

Greg Whittle, Ph.D.Multivariate Associate

Jim GaascheIT Director

Victoria BanksDirector

JWRG Capabilities 6

JW Research Group: How We Think and Work

JWRG Capabilities

How We Think and Work

o We offer clients a higher level of strategic insight, quality, and service

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• Years of experience among a senior team with no “downloading” to junior people

• Engagements that leverage and include consulting, brainstorming, and stakeholder management

• “Small company” intimacy and relationships

• “Big company” experience and resources

• Value-driven market research at a reasonable price

Organized to provide maximumquality, service, and value…

JWRG Capabilities

Molecule Product Brand


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Product Lifecycle Optimization

Strategic Thinking

Marketing/Brand Management Perspective

Focused marketing strategiesguaranteeing actionable results…

JWRG Capabilities

Brand


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Issues

Approaches

o R&D Prioritizationo New Product Development

and Craftingo Clinical Trial Optimizationo Market Landscape/Situation

Analysis-Preliminaryo Licensing Opportunitieso Strategic Partnerships/

Co-Promotion Opportunities

o Demand Forecasto Clinical Trial Optimizationo Indication Optimizationo Market Landscape/Situation

Analysis – Intermediateo Key Target Identification &

Positioningo Naming, Packaging, Device

Considerations

o Key Customer Targets Optimization

o Positioning Optimizationo Message Optimizationo Pricing and Revenue

Optimizationo ATU Baseline/ A&U’s Ongoingo DTC Advertising & Promotional

Responseo Marketing Mix Optimizationo Rx to OTC Conversion

o Forecasting and Modelingo Choice Modelingo Unmet Medical Needo Opportunity Assessmento Strategic Consulting

o Market Landscape Analysiso Choice Modelingo Pricingo Segmentation and Target

Marketingo Positioningo Strategic Consulting

o Segmentationo Positioningo Message Preference Modelingo Brand Equityo Marketing Mix Modelingo Customer Satisfaction

ProductMolecule

JWRG Capabilities 10

JW Research Group: Experience

JWRG Capabilities

Experience

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o Our backgrounds cover multiple categories:• Allergic Rhinitis• Alzheimer’s Disease• Arthritis (RA and OA)• Anxiety• Asthma• Bipolar • Cancer• Cardiovascular Diseases

(Angina, CHF, Hypertension, MI, Stroke)• Cholesterol• COPD• Cosmaceuticals/Dermatology• Depression• Diabetes• Gastrointestinal Disorders (CD and UC)• Growth Hormones

• HIV/AIDS• Infections• Men’s Health (BPH, Sexual Dysfunction)• Migraine• Movement Disorder• Multiple Sclerosis• Obesity• Obsessive-Compulsive Disorder• Osteoporosis• Overactive Bladder• Pain• Schizophrenia• Sleep Disorders• Smoking Cessation• Women’s Health (Menopause, Sexual

Dysfunction)

A track record of significant accomplishmentand impact on the healthcare industry…


JW Research Group:Market Research Experience

JWRG Capabilities

Market Research Experience: Qualitative

o Qualitative Scope• Stand-alone qualitative projects• Qualitative phases prior to quantitative studies

o Qualitative Offerings• One-on-Ones• Focus Groups• Facility/Phone/Web• Experienced Moderators

o Qualitative Techniques• Exploratory• Projective Techniques

JWRG Capabilities

Market Research Experience: Quantitativeo Techniques

• Segmentation• Positioning and Messaging• Modeling and Forecasting• Customer Satisfaction

o Customer Groups• Physicians• Patients• Sufferers• Consumers• Payers

o Geographic Markets• U.S.• Global

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o Market Strategists delivering focused, actionable research results• Crisp, Comprehensive Analysis• Strategic Brand and Market Perspective• Executive Summaries• Recommendations and Blueprints for Success

JWRG Capabilities

Market Research Experience: Quantitativeo Cutting-Edge Techniques and Deliverables

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• Segmentation Latent Class solutions Simultaneous modeling of attitudes,

behaviors, and needs Typing Tool creation and

implementation strategies

• Positioning and Messaging Key Driver Analysis/

Attribute Importance Quadrant Analysis/Gap Analysis Correspondence Analysis/

Perceptual Bundling Message Preference Modeling/

Message Optimization

JWRG Capabilities

Market Research Experience: Quantitative

• Modeling and Forecasting Product Modeling Brand Equity Marketing Mix Modeling

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• Price/Revenue Volumetric Forecasting

• Market Structure Analysis Merging of Secondary Data Sources

Sophisticated methodological toolsto accurately direct your decisions…

• Customer Satisfaction Key Driver Analysis Satisfaction-Related Market Level Mapping Structural Equation Customer Satisfaction Modeling


Proprietary and Unique ApproachesJW Research Group:


Proprietary and Unique Approaches: Segmentation

JW Research Group

Segmentation Product Modeling

Communication Modeling

Customer Satisfaction

JWRG Capabilities

o Proprietary Approaches: Segmentation• Segmentation approach – Innovative, holistic simultaneous segmentation

modeling of attitudes, behaviors, needs, marketing inputs, secondary data, etc.

• Latent class modeling – Cutting edge applications and innovations related to variable inclusions, transformations, and interactions

• Choice-based – Imbedded choice modeling in all segmentation solutions to drive segment-to-product relationship

• Rigorous process – Triple-level vetting of wedge variables and analysis of dozens of possible solutions

• Actionable deliverables – Precise and immediately implementable deliverables First-person narrative Marketing blueprints Typing tools

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Proprietary and Unique Approaches: Segmentation


Proprietary and Unique Approaches: Product Modeling

JW Research Group

Segmentation

Product Modeling


Customer Satisfaction

JWRG Capabilities

o Proprietary Approaches: Product Modeling• Linked models – Including physicians, patients, and/or managed

care• Sophisticated designs – Accommodating large/limited volumes

of attributes/levels, full/partial sample designs, and dominant/non-dominant variables

• Creative model refinements – Adaptation for market expansion, cannibalization, and order-of-entry timing

• Forecast-ready numbers – Proprietary approaches to the transformation of preference share to market share, calibration, and weighting

• Simulators – Powerful, user-friendly, interactive simulators

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Proprietary and Unique Approaches: Product Modeling


Proprietary and Unique Approaches: Communication Modeling

JW Research Group

Segmentation

Product Modeling

Communication

ModelingCustomer

Satisfaction

JWRG Capabilities

o Proprietary Approaches: Communication Modeling• Volume of text and graphical inputs – Upwards of 200, by far the

most of any option in the industry• Modeling of results – Sophisticated, rigorous data modeling; not

simple adaptive conjoint or response-driven cutting and pasting• Interactive simulator – Leverage your model by being able to “war

game” different options, restrictions, or competitive dynamics• Method is not scale dependent – Avoids bias by forcing trade-offs

leading to more realistic decision-making• No “dimensionalizers” – Not reliant on imputed values gathered

from ultra-small sample or pretest

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Proprietary and Unique Approaches: Communication Modeling


Proprietary and Unique Approaches: Customer Satisfaction

JW Research Group

Segmentation

Product Modeling


Customer Satisfactio

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Proprietary and Unique Approaches: Customer Satisfaction

o Proprietary Approaches: Customer Satisfaction• Comprehensive view of satisfaction – Ability to focus on the Brand,

Franchise, Company and/or Target Customer Groups• Approach to satisfaction – Measure customers’ perceptions/expectations of

the key competitors and the impact of solving for multiple outcomes, i.e., dependent variables, secondary data, customer groups

• Mix of established and customized inputs – Questionnaire inputs can rely on factors and/or key decision criteria from the team

• State-of-the-art analytics – Key Driver Analysis, Satisfaction-Related Market Level Mapping, Structural Equation Customer Satisfaction Modeling

• Benchmarks and “norms” – Compare results to known benchmarks or accepted outcomes


JW Research Group: Our Advantage

JWRG Capabilities

The JW Research Group Advantage

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o We offer our clients the knowledge and expertise of three companies in one• Statistical sophistication of a market research firm because we live and

breathe the data, then find the story behind it• Creative spark of an advertising agency to take that story and make it come

alive• Strategic insight of a marketing consulting firm to illustrate how to

implement our actionable results

Market Research Firm

Ad Agency

Marketing Consulting Firm

o Our Brand Promise is simple—quality and service that exceeds your expectations• Provide you with the most valuable

healthcare market research product in an environment of partnership, guidance, proactiveness, and energy

JWR

JWRG Capabilities

The JW Research Group Advantage

o Strategic, marketing viewpoint

o Rx brand and category experience

o Advanced research methodso Organized to maximize

quality, service, and value

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JW Research Group: Bios

JWRG Capabilities


Jeffrey T. Whittle - Founder

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Jeff has over 25 years of experience in marketing research for pharmaceutical products. He has conducted hundreds of new product and in-line category studies with physicians, patients, and payers. Jeff is particularly skilled in studies utilizing advanced methodologies and modeling to address new product crafting, positioning, segmentation, pricing, and forecasting.

His product experience includes work in the following areas: allergic rhinitis, Alzheimer’s, asthma, cancer, cardiovascular disease, cholesterol, depression, diabetes, epilepsy, gastrointestinal disorders, infections, migraine, obsessive-compulsive disorder, osteoporosis, overactive bladder, pain, and schizophrenia.

Jeff was previously a Founder of Olitzky Whittle and past President of Migliara/Kaplan Associates, one of the largest custom healthcare market research companies in the world. Later, he was Group President, North America for NFO WorldGroup. Jeff was responsible for a portfolio of companies in the healthcare, e-commerce, financial services, information technology, telecommunication, and travel and leisure markets.

JWRG Capabilities


Sherry A. Bowman Ph.D. – Director

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Sherry Bowman is a strategic market researcher, with extensive experience spanning 20 years and over 50 markets across the full product life cycle. She is known for her ability to ask the right business questions to understand customer needs and their key drivers. As a people person, she enjoys working closely with clients to develop creative approaches for uncovering insights and providing clear and concise reporting of results.

Sherry holds Ph.D. in applied business statistics and operations management from Penn State’s Smeal College of Business, with several publications in the area of buyer-supplier relationships and teaching experience in the area of quantitative business analysis.


Jeff Whittle, FounderP.O. Box 189

Glenwood, MD 21738Cell: (410) 258-2420

[email protected]

mailto:[email protected]

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JW Research Group Capabilities Presentation 12-10-2015