ioflupane i : the value of knowing - ephmra · • gabor – granger method • van westendorp...
TRANSCRIPT
Ioflupane I 123 : The Value of Knowing
Seeing is knowing!
Knowing is important!
Knowing has value!
Some upfront market research
Who in this room has a friend or family member that suffers from Parkinson's
disease or Alzheimer's?
Some upfront market research
Imagine that you have a disease that can not be cured, who in this room would like to
know his diagnosis?
Overview
Study Background – The Value of Knowing
Study objectives
Study methodology
Study outcomes
After the study – The Value of Knowing program
Value of Knowing – Potential for the future
1.
2.
3.
4.
5.
6.
Request for more info7.
Overview
Study Background – The Value of Knowing
Study objectives
Study methodology
Study outcomes
After the study – The Value of Knowing program
Value of Knowing – Potential for the future
1.
2.
3.
4.
5.
6.
Request for more info7.
1. Study Background – The Value of Knowing
The Value of Knowing (VOK) is defined as the benefits created by almost certainly knowing
(100%) that you suffer from a pathology!
1. Study Background – The Value of Knowing
• The product:
• Ioflupane I 123 is a radiopharmaceutical indicated for striatal dopamine
transporter visualization
• Using single photon emission computed tomography (SPECT) brain imaging
• To assist in the evaluation of adult patients with suspected Parkinsonian
syndromes
• In these patients, Ioflupane I 123 may be used to help differentiate essential
tremor from Parkinsonian syndromes
• Ioflupane I 123 is an adjunct to other diagnostic evaluations
1. Study Background – The Value of Knowing
• SPECT images:Normal Abnormal
1. Study Background – The Value of Knowing
• Diagnostic need: to accurately differentiate movement disorders for appropriate treatment thus reducing the overall impact of inaccurate clinical diagnosis on patients, clinicians, caregivers, and other healthcare resources.
• Ioflupane I 123 promise: visualization of the nigrostriatal dopaminergic neurons in patients presenting with symptoms or signs suggestive of dopaminergic neurodegeneration is an accurate biomarker for Parkinsonian syndromes.
• Target market: newly presented patients with symptoms of dementia or movement disorders who remain uncertain after clinical diagnostic workup; patients previously clinically diagnosed whose diagnosis remains uncertain or with conflicting clinical signs.
1. Study Background – Market build vs. Market expansion
Market Build
Market Expansion
One great product
2 distinct markets
Overview
Study Background – The Value of Knowing
Study objectives
Study methodology
Study outcomes
After the study – The Value of Knowing program
Value of Knowing – Potential for the future
1.
2.
3.
4.
5.
6.
Request for more info7.
2. Study Objectives
• In-depth understanding of the Value of Knowing for different
Ioflupane I 123 stakeholders:
• Identification of added value of being almost certain that one suffers from a pathology
• Drivers and barriers for product adoption and price sensitivity
• Understand current confidence of diagnosis / potential cost of misdiagnosis
• Understanding of potential reimbursement process
• Clinical positioning
• Product messaging and creation of value proposition by stakeholder
• Development of a communication strategy for the Value of Knowing towards different stakeholders
• PR
• Advertising
Overview
Study Background – The Value of Knowing
Study objectives
Study methodology
Study outcomes
After the study – The Value of Knowing program
Value of Knowing – Potential for the future
1.
2.
3.
4.
5.
6.
Request for more info7.
3. Study Methodology – Tools and StakeholdersMarket research tools:
• Focus groups
• Face to Face interviews
• Telephone interviews
All a priori considered relevant Ioflupane I 123
stakeholders:
• Patients with Lewy Body dementia and Parkinsonian syndromes
• Caregivers
• Neurologists, Psychiatrists and Geriatricians
• Primary care physicians / General practitioners
• Nuclear medicine physicians
• Nurses
• Payers
• Key opinion leaders
3. Study Methodology – Sample size
Total sample size: 126
3. Study Methodology – Tools by Stakeholder
Focus groupsFace to face interviews
Telephone interviews
LBD patients Yes
PS patients Yes
LBD caregivers Yes
PS caregivers Yes
Nuclear medicine physicians Yes Yes
Primary care physicians / GPs Yes Yes
Neurologists Yes Yes
Psychiatrists Yes Yes
Geriatricians Yes Yes
Nurses Yes
Payers Yes Yes
Key Opinion Leaders Yes
3. Study Methodology – Scales and techniques
Scales and techniques:
• To understand the Value of Knowing:
• Open-ended qualitative questions
• Critical incidence technique
• Laddering
• Likert scales and rating scales
• VAS: Visual Analog Scales
• To understand the monetary of the Value of Knowing:
• Gabor – Granger method
• Van Westendorp price sensitivity meter
Every stakeholder received questions and completed exercises concerning the same topics; although adjusted to the specific stakeholder background
Overview
Study Background – The Value of Knowing
Study objectives
Study methodology
Study outcomes
After the study – The Value of Knowing program
Value of Knowing – Potential for the future
1.
2.
3.
4.
5.
6.
Request for more info7.
4. Study outcomes – The Value of Knowing
Emotional benefits:• Certainty of diagnosis and reduction of
psychological stress• Improved quality of life for patient and
caregiver• Increased preparedness
Medical benefits:• Less misdiagnosis
• Improved access to appropriate patient management
• Reduction of unnecessary tests and treatment
• Improved activities of daily living
Economic benefits:• Avoidance of unnecessary health care
costs• Improved activities of daily living
• Lower rates of absenteeism • Avoidance of medical malpractice
Planning benefits:• Improved family planning
• Improved financial planning• Improved estate planning
4. Study outcomes – The Value of Knowing by Stakeholder
Emotional benefits
Medical benefits
Economic benefits
Planning benefits
Rela
tive
leve
l of
impo
rtan
ce
Patients and caregivers
Referring physicians Payers Nuclear medicine
Emotional benefits
Emotional benefits
Emotional benefitsPlanning benefits
Planning benefits
Planning benefits
Medical benefits
Medical benefits
Medical benefits
Economic benefits
Economic benefits
Economic benefits
4. Study outcomes – The Value of KnowingThe Value of Knowing towards different physician types
Parkinsonian syndromes Alzheimer’s disease Lewy Body Dementia
Confidence in Diagnosing↑ = Medical Malpractice↓ = Reduction of Symptoms↑
4. Study outcomes – The Value of KnowingThe Value of Knowing towards different patients and caregivers
Improved patient and caregiver emotional well-being
Higher patient independency
for a longer period of time
Improved financial
planning and social support
Decreased uncertainty
Better impact on symptoms of
disease (treatment)
More time to plan and prepare for the
future (planning)
Improved patient and
caregiver education
Earlier more accurate diagnosis with Ioflupane I 123
Direct positive effects
Longer term effects
4. Study outcomes – The Value of KnowingThe Value of Knowing towards different patients and caregivers
Communication
Dependency
Unpredictability / variable abilities
Awareness / Denial
Emotional well-being
Patients experience difficulties in expressing how they feel
Caregivers have difficulties understanding the patient
Most of the patients are anxious and uncertain during the period before diagnosis but every patient responds differently after diagnosis
Caregivers are confronted with the mixed emotions of the patients and indicate that it is hard to cope with that
Patients are distressed over the loss of independence
Caregivers are forced to take time away from their personal life or work
Caregivers observe the problems and difficulties of the patient, they need to convince the patient to find professional help
Patients are scared of unpredictable mobility issues / feel incapable
Caregivers do not always fully understand the limitations for the patient
Patients may not be aware of the impact on mobility and cognition or deny it
4. Study outcomes – The Value of KnowingThe Value of Knowing towards payersIF physicians found that the following effects may result directly or indirectly from knowing whether a patient is losing dopaminergic neurons or not. How big do you think that the impact would be on the reimbursement process?
4. Study outcomes – The Monetary Value of KnowingLBD patients PS patients Referring Nuclear Key opinion
leader Nurses Payers
$ 10,000
$ 5,000
$ 2,500
$ 1,750 Avg. $1,381Avg. $ 1,281
$ 1,000Avg. $ 579
Avg. $ 504 Avg. $ 504
$ 300 Avg. $ 338
$ 200
$ 100Avg. $ 150
$75
$ 50
$ 0
Perceived willingness to pay of patients by different stakeholders
Overview
Study Background – The Value of Knowing
Study objectives
Study methodology
Study outcomes
After the study – The Value of Knowing program
Value of Knowing – Potential for the future
1.
2.
3.
4.
5.
6.
Request for more info7.
5. After the study – The Value of Knowing Program
VALUE DEFINITION
Identify intrinsic technical value
Value & Image
• Certainty of diagnosis• Appropriate patient management• Reduction of unnecessary tests and treatment
• Reduced uncertainty• Quality of life• Increased preparedness
Identify extrinsic emotional motivation/value
5. After the study – The Value of Knowing Program
Your doctor has ordered a Ioflupane I 123 test
A guide for patients and caregiversThis test will provide your doctor with a better understanding of the symptoms you
or your loved one is experiencing.
5. After the study – The Value of Knowing Program
5. After the study – The Value of Knowing Program
Education
Personal sellingDirect marketing
Video, CD Rom
CRM
Blogs/Tweets
E-detailingCongresses
Social Networks
Patient
Staff
Colleagues Scientific publications
Workshops
Family / Partners
Radio / TVSTAKEHOLDER
Free publicity
Hospital
5. After the study – The Value of Knowing Program
Push
Pull
Select stakeholder Interaction Platforms
Identify Media Tactics
Patients, Physicians and KOLS
Social networking
TweetDiscussion platforms
Network
Overview
Study Background – The Value of Knowing
Study objectives
Study methodology
Study outcomes
After the study – The Value of Knowing program
Value of Knowing – Potential for the future
1.
2.
3.
4.
5.
6.
Request for more info7.
6. Value of Knowing – Potential for the future
Do you see opportunities to use the value of knowing within
your market research?
6. Value of Knowing – Potential for the future
What elements of the study are most applicable to you daily
work?
6. Value of Knowing – Potential for the future
The Value of Knowing.... Sure. All that soft qualitative stuff, I
prefer a hard conjoint / quantitative study
Overview
Study Background – The Value of Knowing
Study objectives
Study methodology
Study outcomes
After the study – The Value of Knowing program
Value of Knowing – Potential for the future
1.
2.
3.
4.
5.
6.
Request for more info7.
7. Request for more info
Teresa Zyczynski, GE Healthcare• Tel: + 1 609 514 6547• E-mail: [email protected]
GE Healthcare – Medical and Professional Services Group• Tel: + 1 800 654 0118
• (option 2 and then option 3)• E-mail: [email protected]
About the product and research About the study methodology
suAzio consulting• Tel: + 32 3 242 80 60• E-mail: [email protected]