mrm database q1 2010 quarterly report xx/xx/2010
Post on 25-Dec-2015
223 Views
Preview:
TRANSCRIPT
2
Executive Summary
PLACEHOLDER FOR ERICA TO REVISE
The quarterly report format is designed to share complicated database data in a simplified visual format highlighting key elements that are easily understood and compared. The data includes a detailed overview of the current status and charts growth during the period for the MRM database and associated communication campaigns. During review we will discuss goals for the database and confirm that we are tracking activity toward them consistently. Based upon the findings from the quarter and the longer term trends, Siren will make recommendations to Baxter that are: • Diverse in nature and measurable • Both short and long-term
3
Contents
Definitions MRM Overview
• Database record overview• Acquisitions to the database and their sources
Contactable Targets
• Primary target overview and growth
Contact Data Growth• Contactability and growth by channel
Patient Data Completeness
• Patient overview and growth • Profile information and profile completeness
Patient Information
• Age and therapy distribution• Competitive therapy information
Campaigns
• Overview of campaign success during the quarter and their history Recommendations & Differentiation
5
Definitions
Targeted, Contactable Record (aka mailable, emailable)
Targeted – Records in the database that have a user type of Patient, Caregiver, Parent, Family/ Friend, Other, Unknown (excluded health care providers and professional segment)
Contactable – Records in the database must meet 3 criteria to be contactable. They must be opted in to email or mail, their status must be active and they must have actual email or direct mail address information
Self-Identified Patient – Member of the database identified as a patient and has contactable information
Affiliate – Patient that is associated with a contactable individual in the database, usually is a minor.
1
3
14
63
775
70
325
669
1,116
1,600
3,497
0 1,000 2,000 3,000 4,000
Social Worker
Pharmacist
HCP
Nurse
Physician
Family/Friend
Unknown
Caregiver
Other
Parent
Patient
Total Records of Entire Database by User Type
Targetedx,xxx
7
How large is the database? And who is in it?
SAMPLE
Professionalx,xxx
Total Databasex,xxx
Growth Rate of Total Records
0.0%
2.0%
4.0%
6.0%
Period 1 Period 2 Period 3
SAMPLE
Targeted7,27789%
Professional85611%
Share of Records of Entire Database by User Group
8
How large is the database? And who is in it?
SAMPLE
Total Databasex,xxx
Targeted includes Patient, Parent, Caregiver, Family/Friend, Other, Unknown.
Professional includes Physician, Nurse, HCP, Pharmacist, Social Worker
15
10
12
10
12
55
7
9
0
2
4
6
8
10
12
14
16
TFY.com Printed BRCs C.A.R.E. Opt-Ins
Patients Caregivers/Parents All Others
9
Who did we add to the database this quarter?
New Records Created by Source
Qx Profile Acquisition Growth (from Qx)
TFY.com Printed BRCs C.A.R.E. Opt-Ins
xx.x% xx.x% xx.x%
SAMPLE
Top Performing BRCsSample1 XXXSample2 XXXSample3 XXX
Note: Patients include all self-identified patients. Caregivers/Parents include all caregivers and parents identified by those user types.All Others include: Family/Friend, Physician, Nurse, NP/PA, HTC, HCC, Healthcare Professional, Pharmacist, Social Worker, Other and Unknown.
50
250
600
950
1,200
3,000
3,500
0 1,000 2,000 3,000 4,000
Family/Friend
Unknown
Caregiver
Other
Parent
Self-Identified Patient
Affiliates (Patients)
11
Who are our primary targets?
Targeted, Contactable Records by User Type – Householding Applied
Total Records
x,xxxSAMPLE
Note: The grey bar titled Affiliates (Patients) above is the total of all patients affiliated with a contact. Affiliates (Patients) is not a User Type in the database.
Growth Rate of Total Records
0.0%
2.0%
4.0%
6.0%
Period 1 Period 2 Period 3SAMPLE
50
260
650
975
1,225
3,100
3,600
50
250
600
950
1,200
3,000
3,500
0 1,000 2,000 3,000 4,000
Family/Friend
Unknown
Caregiver
Other
Parent
Self-Identified Patient
Affiliates (Patients)
12
Who are our primary targets?
Targeted, Contactable Records by User Type - with & without Householding
Total Records
x,xxx
Note: The grey bar titled Affiliates (Patients) above is the total of all patients affiliated with a contact. Affiliates (Patients) is not a User Type in the database.
Growth Rate of Total Records
0.0%
2.0%
4.0%
6.0%
Period 1 Period 2 Period 3SAMPLESAMPLE
Householding No Householding
13
How can we reach our consumers?
Targeted, Contactable Universe = 6,507
Three ways you can get to the total by adding portions of the circle ERICA WILL REVISE COPY HERE
Mail & Email Universe + Mailable Only + Emailable Only = ContactableMailable Universe + Emailable Only = Contactable Email Universe + Mailable Only = Contactable
Emailable UniverseFull Blue Circle
3, 356
Mailable UniverseFull Yellow Circle
6,241
Mail & Email UniverseGreen Area
3,090
Emailable ONLYBlue Area only
266
Mailable ONLYYellow Area Only
3,151
>> No householding & no email deduping
15
How we can contact our mailable consumers
Targeted Contactable Records
Mail & Email
Mail Universe
Mail Only
Householding No Householding
6,250 6,325 6,215
5,638 5,605 5,560
02,0004,0006,0008,000
Period 1 Period 2 Period 3-6.0%
-4.0%
-2.0%
0.0%
2.0%
4.0%
6.0%
Period 1 Period 2 Period 3
3,200 3,175 3,000
3,150 3,100 2,9950
2,0004,0006,0008,000
Period 1 Period 2 Period 3-6.0%
-4.0%
-2.0%
0.0%
2.0%
4.0%
6.0%
Period 1 Period 2 Period 3
3,050 3,150 3,215
2,488 2,505 2,5650
2,0004,0006,0008,000
Period 1 Period 2 Period 30.0%
2.0%
4.0%
6.0%
Period 1 Period 2 Period 3
Change Between Periods
SAMPLE
SAMPLE
16
How we can contact our emailable consumers
Targeted Contactable Records
Email Universe
Email Only
No Householding applied to either group
Change Between Periods
3,350 3,375 3,400
0
2,000
4,000
Period 1 Period 2 Period 30.0%
2.0%
4.0%
6.0%
Period 1 Period 2 Period 3
266 250 2400
2,000
4,000
Period 1 Period 2 Period 3
-6.0%
-4.0%
-2.0%
0.0%
2.0%
4.0%
6.0%
Period 1 Period 2 Period 3SAMPLE
SAMPLE
17
How we can contact our Spanish pref consumers
Spanish Mail Universe
Spanish Email Only
139 144 144
110 116 1160
100
200
Period 1 Period 2 Period 3
Targeted Contactable Records
Householding No Householding
0.0%
2.0%
4.0%
6.0%
Period 1 Period 2 Period 3
58 59 60
0
100
200
Period 1 Period 2 Period 30.0%
2.0%
4.0%
6.0%
Period 1 Period 2 Period 3SAMPLE
SAMPLE
SAMPLE
SAMPLEChange Between Periods
750 600 6501,000
300 450 250
500
0
500
1,000
1,500
2,000
No Profile DOB Only Therapy Only Both DOB & Therapy
Self-Identified Patients Affiliates
19
Patient Overview
All Patients Total Records x,xxx
Note: Current count of patient profile completion for all patients in the MRM DB.
SAMPLE
-25
35
-10
55
-100
-50
0
50
100
No Profile DOB Only Therapy OnlyBoth DOB &
Therapy
20
Patient Overview
Patient Profile Change
Note: Change in counts for each group from the prior quarter. The graph doesn’t display a progression from one group to the other as there isn’t defined sequence of action.
SAMPLE
xx.x% xx.x% xx.x% xx.x%Change from Qx
21
Patient Overview
Patient Record CompletenessContactable Patients
Note: Graph displays the number of contactable patients who have complete records in relation to the total number of contactable patients. Complete records contain both DOB and Therapy information.
SAMPLE3,000
3,115
1,200
2,500
0 500 1,000 1,500 2,000 2,500 3,000 3,500
Affiliates
Self-Identified Patients
Total Records Complete Records
Results as of 3/31/2010
22
Patient Overview
Patient Segment Post Campaign Change
Add DOB Add Therapy Add DOB & Therapy
Self-Identified xx xx
Affiliate xx
Patient Progression
SAMPLE
Campaign: xxxxxx
Note: Progression of patient record completeness for the quarter. The data is a count of the number of patients where information was updated to any of the categories for the specific campaign.
Add DOB = Added DOB informationAdd Therapy = Added Therapy informationAdd DOB & Therapy = Added DOB & Therapy information
Patient activity for each campaign during the Quarter
23
Patient Overview
Patient Segment Post Campaign Change
Add DOB Add Therapy Add DOB & Therapy
Self-Identified xx xx
Affiliate xx
Patient Progression
SAMPLE
Campaign: xxxxxx
Note: Progression of patient record completeness for the quarter. The data is a count of the number of patients where information was updated to any of the categories for the specific campaign.
Add DOB = Added DOB informationAdd Therapy = Added Therapy informationAdd DOB & Therapy = Added DOB & Therapy information
Patient activity for each campaign during the Quarter
25
Patient Age Distribution
75
1,657
796 782
1,659
0
400
800
1,200
1,600
2,000
0 - 2 yrs 3 - 13 yrs 14 - 18 yrs 19 - 24 yrs 25+ yrs
1.5%
33.3%
16.0% 15.7% 33.4%
Age Distribution
SAMPLE
Total xxxx
Note: Graph displays the age distribution of all Self-Identified and Affiliate patients as identified by User Type in the DB. Baxter does not actively market to patients under the age of 18.
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
26
What therapies are reported by the patients?
Baxter xx% Wyeth/Pfizer xx%
Bayer xx%
CSL/ZLBxx%
1
14
1
46
3
22
62
0
10
20
30
40
50
Xyntha Refacto Unknown Kogenate FS Unknown Helixate Monoclate P Unknown
Wyeth/Pfizerxxx
Bayerxxx
CSL/ZLBxxx
SAMPLE
SAMPLE
All therapies & manufacturers will be displayed if present in the DB
Advate800
72.4%
Other/Unknown
1009.0%
Recombinate205
18.6%
Period 1
Advate658
68.3%
Other/Unknown
11311.7%
Recombinate192
19.9%
27
What therapies are reported by the patients?
Baxter Products
Period 2
SAMPLE
SAMPLE
Totalxxx
Totalxxx
80% 82% 82% 86%
0%
20%
40%
60%
80%
100%
Period 1 Period 2 Period 3 Period 4
28
What therapies are reported by the patients?
Baxter Products Usage Growth in DB
SAMPLE
Note: The graph displays the growth in share of Baxter Products that are identified in the DB.
31
How did the campaigns perform this quarter?
eTFY Quarterly Totals
Total Sent Emails xxx
Delivery Rate xx.x%
Open Rate xx.x%
Click Through Rate xx.x%
Update Rate xx.x%
Unsubscribe Rate xx.x%
TFY Quarterly Totals
Total Sent xxx
Delivery Rate xx.x%
Response Rate xx.x%
Update Rate xx.x%
SAMPLESAMPLE
The results total activity for all email and mail campaign within the quarter.
32
How are the campaigns performing over time?
eTFY
TFY
Metrics eTFY A eTFY B eTFY C eTFY D eTFY E eTFY FSent 3,050 4,250Delivery Rate 98.0% 98.5%Hard Bounce Rate 2.0% 1.5%Open Rate 15.1% 22.3%Click Through Rate 3.4% 7.2%Update Rate 23.3% 30.5%Unsubscribe Rate 0.6% 0.3%
Metrics TFY A TFY B TFY C TFY D TFY E TFY FSent 4,305 4,425Delivery Rate 98.0% 98.5%BRC Response Rate 12.3% 15.7%
SAMPLE
SAMPLE
34
Summary & Recommendations
Siren’s intention with this quarterly report is to pull relevant database results (growth/depth) into a format that compares like data to like data and in an uncomplicated format.
Therefore making areas that need attention for future growth easier to identify. Areas that are growing well can be used during the decision-making process for communications to any struggling groups.
As an ongoing process, Siren will continue to document the “Wishlist” for the MRM database and marketing initiatives so we can prioritize any future restructuring or updating to be inline with overall Baxter business objectives.
35
Differentiation from past quarterly reports
The primary difference in this report from those previously provided by Draft is that Siren prefers to share less verbiage on the page and rely on clear, set data definitions to tell the ongoing story of growth and depth over time.
That is, have a clear goal for the database and be sure that all activity can be measured and is satisfying the goal.
Siren will help to push toward more measurements that show how goals are being met. Rather than overloading the document with statistics that don’t roll back into goals, we want to remain true to the simple fact that the more complete information you have on each consumer record in the database, the more you can drive performance.
36
Differentiation from past quarterly reports (cont’d)
Items Siren has added as new to the Quarterly Report
• Overview and growth of TOTAL database - including professional - to show comparison of Targetable, Contactable to the whole
• A bit more depth on the Spanish preference population – specifically contactibility
• Visual diagram that shows relationship of the Targetable, Contactable universe by the ways they can be reached
• Contactability (Mailable, emailable, both) will be shown as both a current count snapshot and a comparison to where that number stood in the past, so growth can be tracked
• Level of detail of patient profiles will be shown over time rather than just at the point in the time the report was run
Items we have eliminated from the DraftFCB Quarterly ReportNo key items have been removed. We are showing these items differently than in the past and are applying more universal definitions but we haven’t removed any report elements.
37
Differentiation from past quarterly reports (cont’d)
Items we have eliminated from the Draft DPR Report
• Reports specific to Undeliverability• Siren is reporting undeliverables by campaign, not quarterly• Recommendations will be made per campaign to increase deliverability
• Patient age breakout by individual ages and across contact type (example: Affiliates with DOB of Parents/Guardians, etc.)
• Therapy broken down by individual contact type (example: Specific counts of Self-Identified Patients by each reported therapy, etc.)
• Therapy Decision Driver report since this question was dropped from 2008 BRCs, therefore any data is all historical
• Removed Patient Prognosis (severity)
top related