market intelligence services

© Profound Healthcare Services, 2014

This document is solely for the use of client personnel only. No part of it may be circulated, quoted or reproduced for distribution outside of client’s

organization without prior written approval of Profound Healthcare Services

Market Intelligence

MARKET INTELLIGENCE. PROCESS SUPPORT.

2 Profound Healthcare Services - Credentials

Contents

• Introduction

•Offerings and projects done

−Strategy Consulting

−Market Intelligence

−Process Management

−Pharma Chronicle

•Team


Contents

• Introduction





−Pharma Chronicle

•Team


Profound Healthcare Services assists pharma companies in taking

informed decisions through a basket of services

About us

− Profound Healthcare Services was started in June 2012, by ex-IMS consultants, with an objective of providing spread

of services to pharma industry

− We cater to various types of clients in the healthcare segment – i.e. Pharma, Med Tech, Healthcare consulting &

investors, Specialty chains / clinics

Service segments


Clients

In a short span of two years, we had the opportunity to serve

some of the leaders from various segments of Pharma market

Partner Point

SHARDA CHEM

INTERNATIONAL


Our four offering segments are targeted at assisting you in

strategic and tactical measures in complex business environment

Contemporary business environment

External Business Environment - Macro

Political

Economic

Social

Technology

Legal

External Business Environment

- Micro

Competition

Value chain

Consumers

New launches

Regulations

Internal Business Environment

Business processes

Employees

Process Management

Market Intelligence

Pharma Chronicle

Str

ate

gy C

on

su

ltin

g


Our strategy consulting and market intelligence offerings assist

clients in growth in different ways

Our services mapped on the Ansoff’s growth matrix

Market IntelligenceStrategy Consulting

Market development Diversification

Market PenetrationProduct Launches

GrowthMarket

ProductExisting New

Existing

New

Market entry strategy

Growth strategy & CI

Portfolio optimization

Portfolio design

Portfolio design

Market assessment

Market sizing

Brand growth

driver

assessment

Market assessment

Benchmarking1

NOTE: 1) Benchmarking for field force, brands and company level strategies


Our team profile, robust methodologies / models and industry

network help us deliver high quality outputs

Why us?

Exclusive Healthcare

focus and experience• We focus exclusively on the healthcare sector

• Experienced in multiple therapy area assessment across acute / chronic segments

Strong Industry Network• Strong network of highly experienced professionals from Indian pharma industry

• Established access to KOLs across major therapy areas

High quality insights

• We take a solution oriented approach to go beyond pure data generation

• Provide high quality insights and implementable recommendations

• Personal involvement in insight generation leads to highest quality of market

intelligence

• Blend of market research and consulting experience

• Total experience of 7+ years in Healthcare Consulting, including 5 years in IMS

ConsultingStrong Team Background

Robust methodologies

and frameworks

• Robust analysis based upon internally developed analytic models

• Scientific methodology customized as per project need

• Specific models (e.g. forecasting model) are shared with client as a deliverable


Our earlier experience in healthcare consulting also spans across

a very broad spectrum of delivery areas

We have been a part of multiple consulting engagements in each

of the following areas

• India entry strategy for new MNCs entering Indian market

• Growth strategy for large Indian companies

• New therapeutic area entry strategy for existing players

• Portfolio optimization for existing players

• Portfolio selection for new entrants and forecasting with

P&L

• Qualitative primary market research for market size

estimation MNCs

• Brand awareness primary market research for international

brands

• Pricing and market access studies

Overall Experience

• Super-specialty –

Neurology, Oncology,

Diabetology, CVS,

Rheumatology,

Gastroenterology,

Nephrology, Infertility, etc.

• Specialty – Internal

Medicine (CP),

Gynaecology, Paediatrics,

Surgery, Orthopaedics,

Ophthalmology, GP, etc.

Therapy areas experienceDelivery areas experience


Contents

• Introduction





−Pharma Chronicle

•Team


Market intelligence projects usually involve a combination of

desk research, stakeholder discussions and forecasting

Illustrative Market Intelligence – typical approach

Stage II (2 weeks)

Qualitative research

for treatment detail,

awareness, attitude,

etc.

Stage IV (2 weeks)

Baseline forecasting,

market sizing and

final report

Stage I (2 weeks)

Target market

landscaping – desk

research and expert

discussions

Stage III (2 weeks)

Quantitative research

for current / future

usage, potential

patient pool, etc.

• Typically 8-10 weeks duration1

• Medium involvement of client essential at each stage

NOTE: 1) Timelines are rough estimates, actual timeline would be defined based upon the scope of each engagement and would differ for each

engagement


Select case studies

We have successfully delivered market sizing / potential

estimation projects across various segments (1/3)

Nature of Engagement Client What we did? Benefit to client

Market potential

estimation for an

existing cancer drug

in a new indication

Case Study

A global leaders

in the Oncology

segment

• Secondary research on epidemiology

of the disease

• In-depth discussions with 55 KOLs and

2 industry experts

• Analysis and triangulation of the data

generated to derive insights

• Identification of actual patient pool

for client’s brand

• Patient split across all stages of

disease / types of treatment centers

• Dynamic forecasting model for future

use

In depth assessment

of Rheumatology

market to estimate

potential for second

line biologics usage

and reasons for sub-

optimal Rx of their

brand

Case study

A leading MNC • Secondary research for current

treatment options

• In-depth discussions with KOLs and

Industry experts



• Understanding about realistic

opportunity & future growth drivers

• Refining their existing go-to-market

strategy

• Knowledge about competitive

activities and their future plans

• Support in deciding a revised sales

target


Select case studies




Market sizing for

client’s Albumin, IVIG

and FVIII brands – as

it’s pre market entry

assessment

Case Study

One of the major

suppliers of

blood plasma

products

globally

• Detailed desk research and pilot

interviews across 9 specialties

• In-depth discussions with >120 doctors

and some distributors, patient bodies /

NGOs, competitors and industry

experts



• Operating dynamics of the target

markets

• Competitive scenario

• Market size for client’s brands

• 5 year detailed forecast

• Foundation to develop India entry

strategy

Market assessment

and sizing for a new

patented technology

product for patient

positioning during

MRI / CT to reduce

movements and

resultant artefacts in

images

Case Study

An Indian

company into

marketing of

devices

• Developed basic understanding about

the radiology products market in India

• Qualitative research with ~10

Radiologists / lab technicians

• Quantitative research with ~ 50

Radiologists / lab technicians

• Expert interviews from leading players

in imaging / radiology products

• Analysis and report generation

• Relevant patient segments where

product can be used

• Market share projections

• Pricing and price sensitivity feedback

• 5 year baseline forecast


Select case studies




Market sizing for

client’s automated

systems for

specialized tests in

pathology

laboratories & blood

banks

Case Study

One of the major

suppliers of

blood product

diagnostic

systems globally

• Detailed desk research and pilot

interviews across pathologists from

laboratories and blood banks

• In-depth discussions with >70

pathologists and some distributors,

competitors and industry experts



• Operating dynamics of the target

markets

• Competitive scenario

• Market size for client’s brands

• 5 year detailed forecast

• Foundation to develop India entry

strategy

Market sizing for

chronic constipation

drug across three

countries

Case Study

Japanese

company,

headquartered in

Singapore,

planning to

launch new

products in

ASEAN region

• Conducted desk research to develop in

depth understanding about overall

pharma market and operating

environment in each country

• Undertook online PMR with 40

respondents in each country (GPs,

CPs, retailers & patients)

• Analysis and reporting

• Understanding about the target market

dynamics in each country

• Doctor response for usage potential

for client’s drug along with supporting

feedback from patients and retailers to

understand the demand-supply

dynamics

• Targetable patient pool across two

segments – IBS related and Idiopathic

chronic constipation in each country

with detailed forecast


Select case studies

We have also done quick competitive intelligence & market

assessment of niche therapy areas with limited data availability


Study business

models of innovators

in India (both

successful and failed)

and recommend a

model for a new brand

Case Study

A leading

MNC’s regional

office

• Data analysis for identification of

innovators in India

• Internal brainstorming to study the

business models / strategies of

various players for their innovator

brands vs. generic competition

• Generated qualitative / strategic

insights and indicative numbers

about impact on sales, growth,

etc. through industry expert

feedback

• Detailed insights about strategies of

innovators in India

• Critical factors leading to success / failure

of innovators

• Necessary operating model for an

innovator in current scenario


Lastly, we have also worked on an OTC project and sales force

related project involving a large sample size

Select case studies


Innovative business

model design for self-

care market based on

robust insights

generated prescribers

leading to a business

model

Case Study

Leading Indian

Consumer

Health

company

• Qualitative market research to

understand physician perception

and unmet needs

• Extensive use of other market

frameworks such as positioning

using 3Cs approach,

segmentation using “Jobs-to-be-

done” frameworks

• Facilitated a workshop for internal

team to build a business model

• Validation of existing understanding

• Identification of new target segments

• Profiling of customers based upon

identified parameters

• Support to build a new business model for

this division

Assess the impact of

scientific promotion

team and recommend

improvement areas for

that team through

KOL Feedback

Case Study

A leading MNC • Qualitative and quantitative

market research with top KOLs

across 5 major therapy areas

• KOL perception about their local scientific

team

• Assessment of it’s impact on Rx

• Competitive benchmarking

• Improvement areas and recommendations

to improve


We also have the necessary capabilities and network to

undertake such projects in international markets

Illustrative Market Intelligence


engagement


• Medium involvement of client

essential at each stage

• We have a network of local vendors in

developed markets as well as RoW markets

for field work

• Also, we have access to experts who have

worked extensively in overseas markets


We can provide due diligence services also, which demand a

quick turnaround

Illustrative Market Intelligence


engagement

Due Diligence

Capability Analysis

- Management

- Operational

- Financial

Portfolio

Competitive Assessment

- Operating model

- Financial details

- Benchmarking

Operating Mkt. Assessment

- Mkt. understanding

- Success factors

- Trends & forecast

- Opp. assessment

Final Analysis & Recommendation

- Action areas & synergies

- Financial analysis

- Final recommendation


• High involvement of client essential at each stage


Case study slides


Case study: Market potential estimation for an existing cancer

drug targeted for new indication by an MNC

Benefits for client:• Client intended to identify the opportunity for an existing products in a new target market

• This project provided a market opportunity estimation in terms of target patient pool

• Client was able to identify the actual patient pool for all segments and across all stages of the disease and treatment

• This provided accurate opportunity assessment across all treatment channels and patient segments

Market Intelligence

•Awareness levels amongst physicians

•Diagnosis and treatment rates

•Referral patterns and compliance

•Treated patient numbers as per stages

•Existing treatment protocols

•Affordability levels for various treatment

•Unmet needs through current options

•Survival rates

•Physician’s reaction to client’s product

•Potential usage of client’s product

•Point of shifting a patient from existing treatment to client’s product

•Price sensitivity

•Target patient segments

•Opportunity estimate

•Overall existing market opportunity

Target market landscaping

Treatment pattern

AAU of physicians

Detailed opportunity assessment

Back


Case study: In depth assessment of Rheumatology market to

identify potential for biologics usage

Phase I

Phase II

Phase III

Understanding patient

segments for RA in

India

Studying the

treatment dynamics

and patient flow

Recommend market

expansion options for

client’s product

• Various market segments in

RA based upon patient profile

• Approximate patients

numbers (in %) in identified

segments

• Untapped market segments

for Biologics within RA

• Existing treatment protocols for

each segment

• Rx drivers / hindrances in RA,

specifically for biologics

• Critical success factors for

higher uptake of biologics

• Means to expand market

• Rx drivers / barriers for

biologics as monotherapy

treatment

• Market opportunity for biologics

• Expansion opportunity for

client’s brand

Benefits for client:• Client was operating in this market – but desired a validation about the future potential of market as well as for their product

• This project enabled the client to get a clear perspective about the realistic opportunity and future growth drivers. Project also

helped client in refining their existing go-to-market strategy in terms of doctor coverage, promotional activities. Client also got

critical insights about competitive activities and their future plans were also generated

• Last but not the least, client was able to review it’s relevant sales target for this product

Market Intelligence

Back

22Profound Healthcare Services - Credentials

Market Intelligence

• Understood client’s internal aspirations towards target market

• Conducted relevant secondary research and expert discussions

Background understanding

• Depth discussions with >120 doctors across 9 specialities regarding usage potential for client products in target market

Field work

• Triangulation of insights generated through market research leading to opportunity sizing for client

• Detailed event based 5 year forecast

Opportunity Sizing

Benefits to client:

• Client was planning India

entry and had limited

information on the target

markets

• We provided detailed

insights about the market

dynamics

• Final potential estimates

and market share

projections

• Existing data on these

markets was very limited

and our discussions

across 120 doctors

provided detailed

insights leading to entry

strategy plan for client

1) pdFVIII - Plasma Derived Factor VIII (2) rFVIII - Recombinant Factor VIII

Case study: Market dynamics and sizing the opportunity for

Albumin, IVIG, pdFVIII1 & rFVIII2 in India

Back


• Expert discussions to

develop internal

understanding about the

MRI market segment and

usage of supporting

devices

• Detailed market research

(qualitative as well as

quantitative) across more

than 50 imaging /

diagnostic centers

• Validation of insights

through expert feedback

• Identification of possible

patient segments, usage

potential & possible

market share, price

sensitivity analysis for the

product

• Detailed forecast for 5

years

Benefits for client:

• A global player, with limited insights on Indian devices market scenario, got a detailed understanding about the

MRI segment in India

• Provided detailed understanding about existing problem of bad images due to patient movement during MRI

process

• Usage potential of client product with forecast in relevant patients

Case Study: Potential estimation for new product, which reduces

patient movement during MRI process, leading to better images

Market Intelligence

Back


Target market landscaping

Depth discussions

Competitive assessment

Opportunity

estimation

Operating

dynamics of the

target market

studied in detail

leading to

comprehensive

discussion guides

Depth discussions

with ~70 labs /

blood banks and

~10 other relevant

stakeholders1

Detailed

understanding

about existing

competitive

scenario

Final projections

for opportunity in

these niche market

segments along

with a detailed

forecast

1) Distributors, experts, doctors, etc.


• Client – a global leader in diagnostics –

was entering India and having limited

understanding about this market

• Client got a detailed understanding about

the operating dynamics for these

specialized tests

• Complete overview on competitive

scenario vis-à-vis market share, operating

model, strengths / weaknesses, pricing

strategy, etc.

• Final report with market potential

estimation for client systems in India along

with detailed forecast with baseline,

optimistic and pessimistic scenarios

Case Study: Market sizing opportunity for automated systems for

specialized tests in pathology lab & blood banks

Market Intelligence

Back


1) Malaysia, Thailand, Indonesia (2) GPs, CPs, patients and retailers

Detailed secondary research for epidemiology data, existing treatments and overall target market dynamics

Online PMR with respondents2 from three countries through our dedicated network for online PMR

Feedback generation for usage potential of client’s drug in individual countries and expert validation

Final report and 5 year baseline forecast


• Client – a Japanese company –

got a detailed understanding

about the overall operating

environment in these three

countries

• Detailed feedback from

prescribers, retailers as well as

patients on current and future

usage of chronic constipation drug

• Potential number of patients that

can be on client’s drug, in

individual country, for chronic

constipation – segmented for

idiopathic and IBS related chronic

constipation

Case Study: Market sizing & opportunity assessment of chronic

constipation drug in three ASEAN countries1

Market Intelligence

Back

26Profound Healthcare Services - Credentials

Market Intelligence

Established a list of innovator products

launched in different disease areas

Segmented these innovators in 4

categories

Studied market characteristics at launch

,entry strategy and critical success factors

Analyzed the price v/s volume scenario of

innovators

Identified the innovators with generic competition

Studied the impact of generics on operating

strategies of innovators

Understood Promotional Strategies used for market creation and

development

Assessed the Regulatory scenario and hurdles

faced in India

Generated strategic inputs for a new

innovator in India


• A new entrant in India, client was benefited with clear understanding about all possible operating scenarios in

which innovators have been launched in India and their relevant entry strategies

• Client got entry strategy recommendations based upon this study

Case Study: Competitive analysis to generate strategic inputs

for a new innovator in India

Back


Market Intelligence

Benefits for client:• Validation of their understanding about this market

• Identification of new target segments by bridging the gaps through earlier study conducted internally by client

• Providing a foundation for an internal workshop – that led a to a new business model for the client in the self care market

Objective Approach

• Conducted depth discussions with 2 competitors & 30 KOLs to

generate insights about prescriber’s pain points & latent needs in

self care – before, during and after medical care

• Analyzed the findings and arrived at collated and validated insights

with list of latent / unmet needs and identified possible target

segments

• Had brainstorming and review of an internal client survey leading to

assimilated learning and insights through two rounds of study

• Identified a shortlist of opportunities in terms of target segments

and relevant strategies / initiatives for client

• Provided a guideline to conduct an internal workshop in order

to arrive at a new business model for self care market

Competition Customers

Company

• What are the

pain points

amongst

doctors

regarding

self care by

patients?

• What is being

currently done

by

competition? • How can they

be

addressed?

Back

Case study: Assist in designing innovative business model

supported by prescriber views about the self-care market


Case study: Detailed study for value added by the local scientific

team as a ‘differentiation element’ for the client

Market Intelligence

Benefits for client:• Client understood the current advocacy levels by KOLs for the local scientific team along with the satisfaction levels

• Benchmarking against competitors was also provided

• Also identified gaps / main improvement areas and means to improve them

Stage III

Analyze feedback and

develop final report

Stage I

Understand internal

aspirations

Stage II

Generate KOL feedback

• Understand internal

aspirations

• Design discussion guide

for KOL meetings

• Finalize sample – mutual

agreement on the city-wise

specialty coverage for 135

KOLs across India

• Analyze findings –

evaluate the generated

insights and analyze for

their impact on client sales

force strategy

• Final recommendations –

provide final report focusing

on the satisfaction levels of

KOLs, scope of

improvement and

competitive benchmarking

• Conduct KOL meetings –

perception towards the

impact and differentiation

factor provided by local

scientific team

• Evaluate prescriber

feedback – overall level of

advocacy, team approach

& scientific communication,

gaps, competitive

benchmarking

• Generate insights

Back

Girish Korde

+91 98197 21479

[email protected]

Thank You!

mailto:[email protected]