using counter-biosimilar messaging to protect your brand
TRANSCRIPT
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Using counter-biosimilar messaging to protect your brand
Mike Mabey & Alex Zhu
SKIM: Decision Behavior Specialists
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Branded biologics are facing biosimilar competition. What should you do differently?
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What is counter-biosimilar
messaging?
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Does CPG or Telecom face
similar challenges?
Taste and
heritage seekers
“for over 40 years
Breyers has been
bringing families
together.”
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However, there are
significant differences
There is a
default option
The goal is
different
Impact of
switching
decision
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The goal of counter-
biosimilar messaging
is to increase inertia.
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Two message goals
Shift the
adoption curve Buy time for next
gen replacement
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Two research goals
Identify messages
that create inertia Measure the
impact of inaction
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Our thought process in addressing the challenge.
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The key to success is to isolate
the effect of the message
Increase the impact messages have on
prescribing decisions
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Take into account the structure
and format of the message
Message
platform
Tagline
Overall
brand
story Claims
Structure
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Are the standard tools still relevant
for this messaging research?
Conjoint
Clickable
Qual
Iteration
MaxDiff
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Our case study based on a message platform
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Three steps
Hybrid
qual
Quantify
the message
preference
Identify key
drivers and
combo
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Step 1:
Hybrid Qual
MaxDiff/
Conjoint
Ranking &
rating
Sorting
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Step 2: Trade-off exercise
MaxDiff to identify the
winning message on the
primary metrics
Looking into the
supporting metrics to evaluate
the messages
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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
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How would you measure message success?
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Flip your thinking about the
metric end points
Not
prescribing
Waiting
longer
Risk of
switching
Increase
in hesitation
Why didn’t
hesitate
Credibility &
Believability
Reducing
early adopters
Size of non-
prescribers
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Impact
The size of non-prescribers
is doubled
The average wait time
before adopting biosimilar
increases by 25%
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How does this apply to my brand?
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Perspective matters: the conversation changes
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Three key takeaways
Understand
your goals
Change your
perspective
Get the
metrics right
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Contact us
Mike Mabey
VP Client Solutions Americas
Based in Atlanta
Alex Xiaogung Zhu
Manager
Based in New York
SKIM: Decision Behavior Specialists
skimgroup.com