1 hiv monitors a line of three dedicated studies to monitor marketing strategies & outcomes...
TRANSCRIPT
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HIV MONITORS
A Line of Three Dedicated Studies to Monitor Marketing Strategies & Outcomes
January 2007
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OBJECTIVES OF THE STETHOS MONITORS
1) Understand today’s prescribing dynamics and gains/losses
2) Quantify market segments and shares
3) Measure promotion activity and impact
OBJECTIVES
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DYNAMIC Prescriptions
Specialized tool focused only on new prescriptions
DYNAMIC Prescriptions
Specialized tool focused only on new prescriptions
Segmenting - Sizing - Positioning - ForecastingSegmenting - Sizing - Positioning - ForecastingSegmenting - Sizing - Positioning - ForecastingSegmenting - Sizing - Positioning - Forecasting
3 OBJECTIVES = 3 SPECIFICALLY-DESIGNED STETHOS MONITORS
PROMO Tracking
Promotional pressure and images
PROMO Tracking
Promotional pressure and images
View of the market and product shares
in each segment
View of the market and product shares
in each segment
What physicians prescribe today when
choosing a new treatment
What physicians prescribe today when
choosing a new treatment
Contacts, Resulting perception
of company, com. andproducts
Contacts, Resulting perception
of company, com. andproducts
TOTAL Market
Realistic snapshot of the whole Market
TOTAL Market
Realistic snapshot of the whole Market
METHODOLOGY
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DYNAMIC
PRESCRIPTIONS
DYNAMIC
PRESCRIPTIONS
PRINCIPLES
PROMO
TRACKING
PROMO
TRACKINGTOTAL
MARKET
TOTAL
MARKET
Does your message affect prescribing ?
Do your share match your strategy ?
How does the market evolve ?
How does your product performance compare to How does your product performance compare to your and your competitors’your and your competitors’ positioning ?positioning ?
How does your product performance compare to How does your product performance compare to your and your competitors’your and your competitors’ positioning ?positioning ?
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TWO CHAPTERSTWO CHAPTERS
Study side to sideStudy side to side : : « Promotional Pressure » + « Perceptions »« Promotional Pressure » + « Perceptions »
vs. Dynamic Prescriptions Monitorvs. Dynamic Prescriptions Monitor
Study side to sideStudy side to side : : « Promotional Pressure » + « Perceptions »« Promotional Pressure » + « Perceptions »
vs. Dynamic Prescriptions Monitorvs. Dynamic Prescriptions Monitor
Image of product
Image of product
Quality of communication
Quality of communication
Image of pharma co.
Image of pharma co.
OBJECTIVESOBJECTIVES
NUMBER OF CONTACTS
1/ Reps
2/ PR Promotional Pressure
NUMBER OF CONTACTS
1/ Reps
2/ PR Promotional Pressure
PERCEPTION FROM PHYSICIANSPERCEPTION FROM PHYSICIANS
PROMO TRACKING
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1. Number of argued visits :
-share of voice pharma company
-share of voice product or class of product
- share of voice associations
- presentation ranking
2. Number of transmitted documents
3. Number of meetings/symposia per product or company :
- share of voice
- topics
1. Number of argued visits :
-share of voice pharma company
-share of voice product or class of product
- share of voice associations
- presentation ranking
2. Number of transmitted documents
3. Number of meetings/symposia per product or company :
- share of voice
- topics
Measure of the promotional pressureMeasure of the promotional pressure
(no argument records – neither a recall test, nor visit reconstitution study)(no argument records – neither a recall test, nor visit reconstitution study)
Measure of the promotional pressureMeasure of the promotional pressure
(no argument records – neither a recall test, nor visit reconstitution study)(no argument records – neither a recall test, nor visit reconstitution study)
1- THREE MEASURED PARAMETERS1- THREE MEASURED PARAMETERS
PROMO TRACKING
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Requirements :
1) EXHAUSTIVITY of contacts per product/pharma co.2) REPRESENTATIVITY of the schedule of visits3) RELIABILITY of collected data
Prospective or retrospective methodology ?
RETROSPECTIVE : relies on the memory of the physician. However, the aim is not to measure recalled but actual visits.
PROSPECTIVE: the physician, informed priorly, indicates all met contacts Must ensure that any questionnaire is completed regularly, daily (answering at the end of the collection period relies on memory, thus is retrospective).
Electronic or paper questionnaires ?
THE E-QUESTIONNAIRE : flexible, comfortable, with routing options … But not all physicians can acess a computer every day or easily after each visit.
THE PAPER QUESTIONNAIRE : Handy and easily accessible Can be completed anytime, including right after a visit.
Requirements :
1) EXHAUSTIVITY of contacts per product/pharma co.2) REPRESENTATIVITY of the schedule of visits3) RELIABILITY of collected data
Prospective or retrospective methodology ?
RETROSPECTIVE : relies on the memory of the physician. However, the aim is not to measure recalled but actual visits.
PROSPECTIVE: the physician, informed priorly, indicates all met contacts Must ensure that any questionnaire is completed regularly, daily (answering at the end of the collection period relies on memory, thus is retrospective).
Electronic or paper questionnaires ?
THE E-QUESTIONNAIRE : flexible, comfortable, with routing options … But not all physicians can acess a computer every day or easily after each visit.
THE PAPER QUESTIONNAIRE : Handy and easily accessible Can be completed anytime, including right after a visit.
2- COLLECTION PRINCIPLES2- COLLECTION PRINCIPLES
PROMO TRACKING
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In conclusion, we recommend to measure the promotional pressureIn conclusion, we recommend to measure the promotional pressure : :
1.1. A PROSPECTIVE COLLECTION :A PROSPECTIVE COLLECTION :Physicians agree for the year and are reminded prior to each fieldwork
2.2. RECORD FORMS TO BE COMPLETED DAILYRECORD FORMS TO BE COMPLETED DAILY
3.3. PAPER-MADE QUESTIONNAIRESPAPER-MADE QUESTIONNAIRESPocket size carry-one notebook, one card per visit with pre-coded questions and one card for the symposia/meetings of the last month
In conclusion, we recommend to measure the promotional pressureIn conclusion, we recommend to measure the promotional pressure : :
1.1. A PROSPECTIVE COLLECTION :A PROSPECTIVE COLLECTION :Physicians agree for the year and are reminded prior to each fieldwork
2.2. RECORD FORMS TO BE COMPLETED DAILYRECORD FORMS TO BE COMPLETED DAILY
3.3. PAPER-MADE QUESTIONNAIRESPAPER-MADE QUESTIONNAIRESPocket size carry-one notebook, one card per visit with pre-coded questions and one card for the symposia/meetings of the last month
PROMO TRACKING
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SAMPLEMARKET
Specialty 1* Specialty 2* …
Product X Pathology 1Pathology 2…
Product Y Pathology 1Pathology 2…
…
1ere Stage : Define the market
Targetted products & pathologies* 2e Stage : Build representative samples*
•In collaboration with subscribers
3e Stage : Analysis from true or weighetd panels: - Horizontally by market or pathology - Vertically by specialty
QUESTIONNAIRES
PROMO TRACKING
3- IN APPLICATION (according to the study)3- IN APPLICATION (according to the study)
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EXAMPLE OF HIV VISIT CARDEXAMPLE OF HIV VISIT CARD
Monday Tuesday Wednesday Thursday Friday
Presented Product*
Rank of present
Suggested assoc. codes)
Allocated time (min)
Quality
present./10
Induce
Rx
Doc.
left
1- Combivir 2- Kivexa 3- Truvada 4- Kaletra 5- Reyataz 6- Telzir 7- Invirase 8- Aptivus 9- TMC 114 10- Sustiva 11- Viramune 12- Fuzeon 13- Maraviroc 14- Atripla
/__/ /__/ /__/ /__//__/ /__/ /__/ /__//__/ /__/ /__/ /__//__/ /__/
/__ __ __ //__ __ __ //__ __ __ //__ __ __ //__ __ __ //__ __ __ //__ __ __ //__ __ __ / /__ __ __ //__ __ __ //__ __ __ //__ __ __ //__ __ __ //__ __ __ /
/_/_/ /_/_//_/_//_/_//_/_/ /_/_//_/_//_/_//_/_/ /_/_//_/_//_/_//_/_/ /_/_/
/__ __ //__ __ //__ __ //__ __ //__ __ //__ __ //__ __ //__ __ //__ __ //__ __ //__ __ //__ __ //__ __ //__ __ /
• Pocket-size weekly
book of cards.
• 20 cards per week.
• Products validated
with subscribers*
4- PROMOTIONAL PRESSURE REPORT CARDS4- PROMOTIONAL PRESSURE REPORT CARDS
PROMO TRACKING
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EXAMPLE OF MONTHLY STANDARD PR CARDEXAMPLE OF MONTHLY STANDARD PR CARD
Staff meeting Symposium National Congress International Congress
Inviting
Pharma Co.
Participated If product related,
Which one(s)
Other Topic(s)
Abbott
BMS
Boehr. Ingelheim
Gilead
GSK
Janssen-Cilag
MSD
Pfizer
Roche
/__________//__________//__________//__________//__________//__________//__________//__________//__________//__________//__________//__________//__________//__________//__________//__________//__________//__________/
/____________________________/ /____________________________//____________________________/ /____________________________//____________________________/ /____________________________//____________________________/ /____________________________/ /____________________________/ /____________________________//____________________________/ /____________________________/ /____________________________/ /____________________________//____________________________/ /____________________________/ /____________________________/ /____________________________/
PROMO TRACKING
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Principles :
Visitors are on the field 10-12 months per year
Common visit periods selected with subscribers in consideration of the
local annual schedules Representativity of the typical physicians’ weeks of activity Rotating collection weeks
Weeks representative of the monthly activity of the physicians
Principles :
Visitors are on the field 10-12 months per year
Common visit periods selected with subscribers in consideration of the
local annual schedules Representativity of the typical physicians’ weeks of activity Rotating collection weeks
Weeks representative of the monthly activity of the physicians
3 fieldworks par year3 fieldworks par year
2 one-week collections per fieldwork; thus 6 weeks of reported visit 2 one-week collections per fieldwork; thus 6 weeks of reported visit
activity per year per physician .activity per year per physician .
3 fieldworks par year3 fieldworks par year
2 one-week collections per fieldwork; thus 6 weeks of reported visit 2 one-week collections per fieldwork; thus 6 weeks of reported visit
activity per year per physician .activity per year per physician .
5- DURATION AND FREQUENCY OF FIELDWORKS5- DURATION AND FREQUENCY OF FIELDWORKS
PROMO TRACKING
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6- SAMPLES6- SAMPLES
Country Targetted Specialists* Representativity
criteria
Reported wks
of visits
(6 per year)
Number of
reportsPopulation Panel size Ratio
FRANCE 1 200 80 7% Geography
Status/position
Primary setting
480 3/year
UK 500 50 10% 300 3/year
GERMANY 500 50 10% 300 3/year
SPAIN 800 60 6% 360 3/year
ITALY 800 60 6% 360 3/year
TOTAL EU (G5) 3 800 300 8% 1 800 3/year
* Specialists selected from common subscribers’ lists of pre-qualified physicians
PROMO TRACKING
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Image productImage productImage Quality of the communication
Image Quality of the communication
Image companyImage company
PERCEPTION FROM PHYSICIANS ORGANIZED
IN 3 IMAGE SECTIONS
PERCEPTION FROM PHYSICIANS ORGANIZED
IN 3 IMAGE SECTIONS
PROMO TRACKING
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1- Identify strengths and weaknesses of :
- COMMUNICATION: the analysis of the perception that a physician has of the overall communication can lead to immediate corrective adjustments
- PRODUCTS- PHARMACEUTICAL COMPANIES
2- Distinguish true competitive advantages.
1- Identify strengths and weaknesses of :
- COMMUNICATION: the analysis of the perception that a physician has of the overall communication can lead to immediate corrective adjustments
- PRODUCTS- PHARMACEUTICAL COMPANIES
2- Distinguish true competitive advantages.
- Selection by each physician of key criteria from a list pre-determined with the subscribers- Rank each selected criteria according to given grade of significance- Grade each pharma company or product for each selected criteria- General grade
1- OBJECTIVES1- OBJECTIVES
2- PRINCIPLES OF THE QUESTIONNAIRES (same for com., company., products)
2- PRINCIPLES OF THE QUESTIONNAIRES (same for com., company., products)
PROMO TRACKING
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1. Determine the list of criteria to choose from with the subscribers
2. Questionnaire administered via Internet
1. Determine the list of criteria to choose from with the subscribers
2. Questionnaire administered via Internet
1. Common reports Promotional pressure + Perception each quarter :• Promotional pressure 3/year• Quality of the communication 3/year• Images products 3/year• Image pharma company 1/year
2. Measures scheduled to match the the « New Prescriptions » fieldworks.
1. Common reports Promotional pressure + Perception each quarter :• Promotional pressure 3/year• Quality of the communication 3/year• Images products 3/year• Image pharma company 1/year
2. Measures scheduled to match the the « New Prescriptions » fieldworks.
3- METHODOLOGY3- METHODOLOGY
4- FREQUENCY4- FREQUENCY
PROMO TRACKING
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Reputation
Q1 - Which is the first name of company which come sponstaneously to your mind?
Importance of company characteristics in the relationship between the company and the physician
Q2 –Rank from the list below the key criteria which are essential for you to establish good Q2 –Rank from the list below the key criteria which are essential for you to establish good
relationships with the pharma company ?relationships with the pharma company ?
Medical and scientific competencies of representativesMedical and scientific competencies of representativesCompetencies of the medical dept of the companyCompetencies of the medical dept of the companyQuality of the communication and training toolsQuality of the communication and training toolsEthics of the relationship physician-pharma companyEthics of the relationship physician-pharma companyQuality of the assistance/services provided to the physician/deptQuality of the assistance/services provided to the physician/deptRegular visits from RepresentativesRegular visits from RepresentativesRepresentative or company doctor easy to reachRepresentative or company doctor easy to reachInvitations to top congressesInvitations to top congressesConditions of travel and stay during congress or eventsConditions of travel and stay during congress or events
5- EXAMPLE OF “COMPANY IMAGE” QUESTIONNAIRES5- EXAMPLE OF “COMPANY IMAGE” QUESTIONNAIRES
PROMO TRACKING
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1- Medical and scientific
competencies of representatives
2- Competencies of the medical
dept of the pharma company
3- Quality of communication
and training tools
4- Ethics of the relationship
physician-company
5- Quality of the assistance/
services provided to physicians/dept
Non importantNon important Very importantVery important
Q3 –To which degree the selected company-related key criteria are important to build good Q3 –To which degree the selected company-related key criteria are important to build good
relations between the company and you (characteristics selected in Q2)relations between the company and you (characteristics selected in Q2)
PROMO TRACKING
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Characteristics which make a good pharma company
Q4 – Rank from the list below the key criteria which to your opinion are important to make a « good » manufacturer for a « ARV » product ?
Offer reference products Propose a wide array of treatment options Major R&D Experience Ethics Innovation Support to patient associations
Q5- To which extent the characteristics selected above are crucial to make a « good" manufacturer for a product ? (charactéristics selected in
Q2)
1- Offer reference products
2- Propose a wide array of treatment options
3- Major R&D
4- Experience
Not so importantNot so important Extremely importantExtremely important
PROMO TRACKING
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Q6 – Grade the following pharmaceutical companies of the following scales for each criteria :
Ex : Medical competencies of representatives
Abbott
BMS
Borhringer
…
Very badVery bad Very goodVery good
In general, which grade would you give to the Co. X ? /__ / /10
Q7 –Global gradeQ7 –Global grade
PROMO TRACKING
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6- EXAMPLE OF “COMMUNICATION IMAGE” QUESTIONNAIRES6- EXAMPLE OF “COMMUNICATION IMAGE” QUESTIONNAIRES
TOP OF MIND
Q1 - Cite the 3 names of products which spontaneously come to your mind ?
1- /_________________ /
2- /_________________ /
3- /_________________ /
PROMO TRACKING
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THE COMMUNICATIONTHE COMMUNICATION
Thinking back about the information transmitted over the past month in relation with each Thinking back about the information transmitted over the past month in relation with each product through visits, PR activities, congresses, meetings, grade the following criteria : product through visits, PR activities, congresses, meetings, grade the following criteria :
Product : e.g. Combivir
•Scientific content
•Interest for the practice
•Level of the Reps scientific knowledge
•Quality of congress/meeting content
•Frequency of contacts on the product
•Relationship with the Rep
•Services provided by the related company
Very badVery bad Very goodVery good
Overall, which general grade on 10 do you associate with the communication of Combivir ? /__ / /10
(Same questions for all other products pre-selected wth the subscribers)
PROMO TRACKING
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7- EXAMPLE OF “PRODUCT IMAGE” QUESTIONNAIRES7- EXAMPLE OF “PRODUCT IMAGE” QUESTIONNAIRES
PROMO TRACKING
Importance of product characteristics when choosing a product of class « NRTI »
Q1 – Rank from the list below the key criteria which are essential for you to choose a NRTI Q1 – Rank from the list below the key criteria which are essential for you to choose a NRTI
product ?product ?
Tolerability short termTolerability short termTolerability long termTolerability long termResistance profileResistance profileIntrinsic power of the moleculeIntrinsic power of the moleculeComplianceComplianceRegular visits from RepresentativesRegular visits from RepresentativesIntake comfort for patientIntake comfort for patientCostCostEfficacyEfficacy
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Importance of key criteria
Q2 - What is the importance of the following selected key criteria ?
When you initiate a first treatment
Tolerability
Intrinsic power of the molecule
Long term efficacy au long cours
Resistance profile
Compliance
Intake comfort for the patientNot ImportantNot Important Very importantVery important
PROMO TRACKING
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When you change treatment for e.g. Lack of efficacy
Tolerability
Intrinsic power of the molecule
Long term efficacy au long cours
Resistance profile
Compliance
Intake comfort for the patient
Not ImportantNot Important Very importantVery important
PROMO TRACKING
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IMAGE
Grade the following products for each criteria
e. g. : Long term Efficacy
NSP
Combivir
Truvada
Kivexa
…
Very badVery bad ExcellentExcellent
PROMO TRACKING
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Characteristicswhich « pull up" the
image
Characteristicswhich« pull down" the
image
= STRENGTHS = WEAKNESSES
IDENTIFICATION OF STRENGTHS & WEAKNESSESIDENTIFICATION OF STRENGTHS & WEAKNESSESIDENTIFICATION OF STRENGTHS & WEAKNESSESIDENTIFICATION OF STRENGTHS & WEAKNESSES
A regressive analysis allow the identification of the product/pharma A regressive analysis allow the identification of the product/pharma characteristics which can be associated with good or low general grades..characteristics which can be associated with good or low general grades..
8- RESULTS8- RESULTS
PROMO TRACKING
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PROMO TRACKING
IDENTIFICATION OF COMPETITIVE ADVANTAGESIDENTIFICATION OF COMPETITIVE ADVANTAGESIDENTIFICATION OF COMPETITIVE ADVANTAGESIDENTIFICATION OF COMPETITIVE ADVANTAGES
5th criteria
4th criteria
3rd criteria
2nd criteria
1st criteria
« very important"
« Notimportant"
« very bad"
Better image on the 1Better image on the 1stst selected criteriaselected criteria
=> Strong competitive => Strong competitive advantage advantage P1 vs. P2P1 vs. P2
Weaker imageWeaker imageon the last selected criteria => Not a on the last selected criteria => Not a
true weakness of P1 vs.P2true weakness of P1 vs.P2
Product 1
Product 2
Selected Criteria Image
"excellent"
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PROMO TRACKING
CROSS ANALYSIS PROMOTIONAL PRESSURE x PERCEPTIONCROSS ANALYSIS PROMOTIONAL PRESSURE x PERCEPTIONCROSS ANALYSIS PROMOTIONAL PRESSURE x PERCEPTIONCROSS ANALYSIS PROMOTIONAL PRESSURE x PERCEPTION
0
5
10
15
20
25
30
35
40
45
50
-5 -3 -1 1 3 5
Quality of Communication %(ou Image Product, Co…)
Share of Visits. %
Prod 1 Prod 2 Prod 3 Prod 4 Prod 5
Many visits but low Many visits but low quality of com.quality of com.
Good Quality of Good Quality of Com. with few Com. with few
visits.visits.
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PARALLEL WITH THE COLLECTED NEW PRESCRIPTIONS
Contacts : Reps, PR Perception Prescriptions
①① Follow the chronology to matchFollow the chronology to match
Promotion – Images – Prescriptions.Promotion – Images – Prescriptions.
Include de prescribers from the Dynamic Prescriptions Monitor Include de prescribers from the Dynamic Prescriptions Monitor in the Promo Tracking panel.in the Promo Tracking panel.
PROMO TRACKING
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0
5
10
15
20
25
30
35
40
45
50
0 10 20 30 40 50
Share of DP %
Sh
are
of
Vo
ice P
rom
oT
r. %
Prod 1 Prod 2 Prod 3 Prod 4 Prod 5
Many visits but low share Many visits but low share of initiationsof initiations
Good share of Good share of initiations but few initiations but few
visitsvisits..
PROMO TRACKING
CROSS ANALYSIS PROMO TRACKING x NEW PRESCRIPTIONCROSS ANALYSIS PROMO TRACKING x NEW PRESCRIPTION
= IMPACT OF THE DELIVERED MESSAGE= IMPACT OF THE DELIVERED MESSAGE
CROSS ANALYSIS PROMO TRACKING x NEW PRESCRIPTIONCROSS ANALYSIS PROMO TRACKING x NEW PRESCRIPTION
= IMPACT OF THE DELIVERED MESSAGE= IMPACT OF THE DELIVERED MESSAGE