CASE STUDY
SALES & MARKETING OPTIMIZATION in ONCOLOGY
METHODOLOGIES USED: 1. Qualitative F2F Interviews 2. Quantitative Web Survey
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.
First….let’s meet the CLIENT
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
The CLIENT wanted to know…
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?
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)?
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?
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?
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
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
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.
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)
Majo
rity
Majority
Majo
rity
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.
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
240 WEB-BASED SURVEYS Oncologists and Cancer Specialists
Quantify current product’s market share Quantify patient flow Determine the prescription key drivers
1
2
3
GOALS
PHASE Quantitative Analysis
Key Findings
Surveys
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 Client’s 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.
Key Findings
Surveys M
ark
et
Share
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
BreastLungHead & NeckStomach
Respondents IDENTIFIED the Client’s 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
Quantitative Analysis
Quantify the patient flow 2
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.
Quantitative Analysis
Quantify the patient flow 2 GOALS
95% of injections were performed
by a nurse with the majority at the patient’s 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.
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
PriceNumber of injectionsFlexible UseBrandProduct PresentationPharmacokinetic ProfileStorage Condition
KEY TAKEAWAYS:
Import
ance
Key Findings
Note: Data displayed in this presentation has been modified. Actual results are propriety to the client that commissioned the study.
RECOMMENDATIONS
Phase 1 of the project identified that protocols are a key choice factor for the Client’s product. Phase 2 helped identify which protocols are triggering prescriptions for the Client’s 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
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