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

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 Péhant

44000 Nantes PH: +33 (0)2 72 01 00 80 FX: +33 (0)2 40 48 29 40