pharma marketing summit

Maximize ROI by breaking information

silo’s between marketing and sales Pierre De Nayer, Partner, Citobi

Pharma Marketing Summit, Zurich,

On the agenda for today : A case based approach

� Introduction to Case 1&2: How can a disease management program generate ROI. A « crash course ».

� Case 1: How e-CRM could strongly help your in your various objectives

� Get additional ROI by obtaining true involvement from physicians

� Get additional ROI by obtaining involvement of sales representatives

� �A perfect showcase for illustrating “the case for breaking information silo’s”

� �”Breaking information silo’s” and integrated “M&S” lead to superior ROIs.

� Introduction to Case 2 & 4: “Simply ask the doctor” – How an “Evidence Based � Introduction to Case 2 & 4: “Simply ask the doctor” – How an “Evidence Based Marketing and sales” program can generate ROI

� Case 2: How strong ROI was obtained at product launch stage through a e-CRM based approach that involved deeply physicians and sales reps?

� Case 3: How strong ROI was obtained through fostering systematic screening of a disease through a e-CRM based approach where information silo’s were broken.

� The future: When scientific objectives will meet ROI objectives: The “SmartSticker” approach


� Introduction to Case 1: How can a disease management program generate ROI. A « crash course »


� Get additional ROI by obtaining true involvment from physicians

� Get additional ROI by obtaining involvment of sales represenatatives







Return

� # additional patients under treatment

� Market share in new patients

� (Impact on) lifetime value

� Market learning

ROI =

Investments

Component of ROI of a disease management campaign

Investments

• Content

• Media

• Interactive Program (one to one)

Incremental return

Acquisition Relationship Marketing programme

Impact on life time value of a disease management program

By involving physicians and sales representatives, additional impact could be envisioned, paving the way for superior ROI. •��E-CRM approach•��Breaking information silo’s •��possibility to measure ROI•��And to get superior ROI

DB

Mkt. Aut.

software

2.. Patients diagnosed as

Obese are asked by the

doctor to register to

Kilowatch program

3.. Regular e-mail sent

to patient to encourage

compliance and

feedback on the

treatment 4. Sales reps are

informed on the

number of

prescriptions per

area

e

Case 1 (Quickly…): Getting additional return by involving physicians and Sales Representatives

5. Product Manager can

optimise and monitor

compliance and better

target the sales effort

e

1. Doctor is

stimulated by the

rep to encourage

his obese patients

to enroll in the

Kilowatch

programDashboard

How ROI was calculated?. •��Per physician and per sales rep follow up•��Number of patients in program (per physician, per rep)•��Average length of treatment calculated versus country average•��Take your calculator or excel sheet…

Case 2: Depression case study

Therapeutic issue

� Determining correct dosage for anti-depressant is difficult task

� Hence obtaining accurate information is crucial

� On actual compliance level

� On patient’s state of depression

Proposed solution: Moodmeter

� Prescriber requests patient to regularly perform online self-test

� Patient receives invitation via e-mail every other week

� On patient’s state of depression

� Yet available information suggests compliance is generally low

� In addition, patient’s state of mind at time of visit may not reflect general situation

� Prescriber is alerted as soon as test is taken, and accesses test results online

Case 2: Patients fills him/herself the questionnaire…

8

… and prescriber is alerted of results

How ROI was calculated?. •�Per physician and per sales rep follow up•�Number of patients in program (per physician, per rep)•�Average length of treatment calculated, versus country average•�Take your calculator or excel sheet…•��A cross check with Rx figures was also made


� Introduction to Case 1: How can a disease management program generate ROI. A « crash course ».










Cases 3&4Cases 3&4Measure & get ROI and break information silo’s between marketing and sales through a e-CRM based approach…

DB

Mkt. Aut.

software

Rep visits

the Doctor

And

All data is

available in

Actito Database e

PharmaCo PM

Can view progress

In real time

Sales force

receive progress

Report on registrations

By email

e

Email sent with

user name

And password

for Questionnaire

The “Simply ask the doctor” approach…(Some links with “truth marketing”, also called EBMS approach)

Un Infokit en Néerlandais

Un Inforkit en Français

…

And

explains

the

Questionnaire

Doctor receives

letter

And questionnaire

Introducing the

Survey

Doctor completes

Questionnaire

On or Offline

Sales Rep present the

One to One sales aid

To the Target List

Doctor

start Prescribing

Sales Funnel calculated

One to One sales

Aid produced

Urologists – Difference of Opinion Prostate cancer has become the second cause of mortality in men. In an effort to provide better products and services for this diff icult cancer, AstraZeneca decided to undertake a wide spread survey in Belgium to understand the Urologists attitude to this illness, the management of the disease and methods of treatment. Over the past month all 250 Urologists have been given the chance to take part in this far-reaching survey. The results are surprising……

Testing

There were major discrepancies in when Urologists tested for Prostate cancer with 80% testing each year for patients aged between 40-49 with a Androgen and only 33% testing with rectal examination for prostate cancer every 2 years. There seems to be differing ideas on what tests to undertake for differing age groups. Your Results were “Every two years” in both cases

Prostate antigen

Each Year

80%

Every 2 years

16%

otherwise

4%

Rectal ex aminat ion

Eac h Year

56%

Every 2 years

33%

otherwise

11%

Treatment

Urologists were prescribing 20% of their patients with hormonal treatment, which is much lower than found in the UK and the US where hormonal treatment has been available for longer. In general Urologists were starting Anti-Androgen and LHRH in combination earlier than separately, as it seems that this treatment is more effective.

Your results were “non hormonal”

How many patients do you prescribe hormonal

treatment?

Hormonal

Treatment

20%

Non Hormonal

Treatment

80%

Timing of Treatment Urologists were giving treatment at differing times with both treatments being given immediately as the most popular. Anti-Antigen were on the whole being prescribed later than three months which again ties in with lower hormonal treatment trend found previously. In general Urologists were starting Anti-Androgen and LHRH in combination earlier than separately, as it seems that this treatment is more effective.

Your results were “Both and Immediately”

0

10

20

30

40

50

60

Anti-antigen LHRH AA/LHRH

When

When do you start Hormonal treatment

Immediate Within 3 months Later

Non UserSporadic UserRegular UserRU in High Risk

Un Infokit en Néerlandais

Un Inforkit en Français

…

Questionnaire

Development

5. Rx profile (in category)

analysis; what is each

category prescription

behaviour ?

DB

1. Numerous tactical

actions are

organized…

Case 3: Preparing a product launch through a e-CRM based approach

DB

M.A.

software3. At the end of the

campaign, a Rx

potential profile is set

for each physicians

4. A synchonisation

with SFA tool takes

place for Reps’ useSiebel,

Team’s,

…

2. Data is captured

and structured in a

CRM (Marketing

Automation) database

Low Medium High Total**

Out of target

75(74%)

22(22%)

5(5%)

102

Potential 158 (70%)

53(52%)

13(6%)

224

GP prescription behaviour *

GP

Introducing RX data

(IMS) demonstrates that

- Attitude categories

Disguised figures

Case 3: Profiling data were crossed with IMS data, allowing interesting findings…

(70%) (52%) (6%)

Selection 162 (57%)

88(31%)

36(13%)

286

Super Selection

568 (60%)

272(29%)

99(11%)

939

Total 963 (62%)

435(28%)

153(7%)

1551

GP Attitude

- Attitude categories

include a variety of

prescription behaviours

- Both dimensions are

not correlated ***

*IMS-Mkt potential- MAT July 2004** Excluding GP’s that do not prescribe *** Does not pass the Chi² test of correllation

Low Medium High Total

O 75 22 5 102

P 158 53 13 224

GP Prescription behaviour

GP

Segment A: Easy to convince with growth potential

Segment C:Existing immediate potential, but difficult to convince because unreadiness to reconsider current behaviour

Case 3: We suggested to implement a segmentation approach (1/2)

P 158 53 13 224

S 162 88 36 286

SS 568 272 99 939

Total 963 435 153 1551

GP Attitude

Segment B:Existing immediate potential, possible to convince but there is competition in place

1. Easy to convince with growth potential

2. Existing immediate potential, possible to convince but there is

1. Openess to receive ‘content’ information, so that (e-)dm can be used and replace efficiently some repeat detailing visits

2. Openess to receive ‘content’ information, so that (e-)dm can be used, but as a complement to repeat detailing visits in order to ensure

Case 3: We suggested to implement a segmentation approach (2/2)

convince but there is competition

3. Existing immediate potential, but difficult to convince because unreadiness to reconsider current behavior

to repeat detailing visits in order to ensure enough share of voice

3. Indirect approaches required to improve level of receptiveness, so as Phase IV, meeting with Opinion Thought Leaders (Convincing GPs by leveraging specialists…)

30

40

Product X

Product Launch campaign

Case 3: At the end of the campaign, ROI was calculated through an IMS PIE study

0

10

20

-8 -7 -6 -5 -4 -3 -2 -1 0 1 2 3 4

%

Control Group n = 2934 Attendees n = 221

X market share

MonthMonthMonthMonth

Value of RX increase: Value of RX increase: Value of RX increase: Value of RX increase: Cost of campaign Cost of campaign Cost of campaign Cost of campaign ROI: ROI: ROI: ROI:

Case 4: A e-CRM powered “Systematic Screening” project…

� About Osteoporosis� The first true symptoms (=hip fractures, wrist fractures and

vertebral fractures) appear long after the onset of the pathology.

� Early detection allows the administration of medication that significantly decreases the fracture risk.

� Objective of the program:

Peak bone mass at age 25-35

Menopause

Bo

ne M

ass

� Given asymptomatic aspect of the disease, physicians and patients do not spontaneously speak about it

� The first objective was to foster a dialogue between patients and physicians about Osteoporosis

� …with the idea to get more diagnosed patients, and more subscriptions

� From the beginning, thought as a project that would deeply involve physicians and patients

Active growth

Slow loss

Rapid loss

Continuing loss

Case 4: Objective - Deep involvement of sales representatives (1/2)

� Provide a tool for sales representatives to manage and follow the program

� The tool allowed management to track performance of reps

Number of contracts registered

� Provide CRM tool to reps that allows them to prepare a next visit. E.g.

� Physician X almost never proposes treatment to osteoporotic patients. Is this physician well informed of the benefits that can have an advanced therapy (e.g. risk reduction for fractures,…)?

� Given the national overall statistics and taking into account the distribution of patients physician Y has over the different risk categories, this particular physician refers very few patients for screening.

� Have reps performing a “physician-specific” detail call.

� …

Always in comparison with the national

Objective : Deep involvement of reps...and physicians

Always in comparison with the national statistics

How it worked?

Encoding of contracts Encoding of patient forms

Weekly email sent to reps and mgmt

CRM dashboard

+

Some screenshots (1/4)Encoding of physicians contracts…

22

Some screenshots (2/4)Encoding of patients…

23

Some screenshots (3/4)Dashboards for sales reps and for management …

24

Some screenshots (4/4)Dashboards for physicians…

25

Potential usage/development•Give access to sales representatives (enable her/him to discuss results with physician)•Produce a paper one-to-sales aid! (Do close the loop marketing without tablet PCs) •Etc…

30

40

Product X

Product Launch campaign

Given the e-CRM aspect of the program, per physicians results could be easily crossed with IMS figures

0

10

20

-8 -7 -6 -5 -4 -3 -2 -1 0 1 2 3 4

%

Control Group n = 2934 Attendees n = 221

X market share

MonthMonthMonthMonth

Value of RX increase: Value of RX increase: Value of RX increase: Value of RX increase: Cost of campaign Cost of campaign Cost of campaign Cost of campaign ROI: ROI: ROI: ROI:


� Introduction to Case 1: How can a disease management program generate ROI. A « crash course »










The future: When scientific The future: When scientific objectives will meet ROI objectives….The “SmartSticker” approach

e-Compliance Platfom based on device fit for purpose

Smartsticker™

� Fits in real-life treatment process

� Patient can easily stick it to blistered drug

� No prior deblistering required

� No constraint for practical use by patient

� Reliable material

� Adaptable to 95% of blister formats

� Can be integrated in simple logistical flow

e-Compliance Platfom manages streamlined logistical flow

3 Patient

5 PlatformPersonalizedfeedback

2 PrescriberHandover to patients

4 PartnerCentral data read in

1 Sales repDelivery to prescribers

3 PatientReturn

Empty blister

feedback

e-compliance

Platform

Database

e-Compliance Platfom also offers value added processes

Sales rep

Customizedinformation & service

Prescriber

e-Alerts & reports

Easy registration,

access &operation

Pharmaco

PatientAdditional support (information & services)

Operation,Monitoring, Reporting

e-compliance

Platform

Database

Detailled reporting could be made available for physicians.

Pharmaco can easily monitor prescriber activity

Sector code 2003

Sales rep Jackson

Prescriber Registered since Smartstickers™ returned

Date Tenure

(months)

Total Per month

(average)

Per month

(last 30 days)

1 Jekill 15/01/2008 4,7 9 1,9 1,2

2 Hyde 1/02/2008 4,2 12 2,9 3,0

3 Frankenstein 22/02/2008 3,5 11 3,1 1,6

4 Rogge 7/03/2008 3,0 5 1,7 3,4

5 Piot 19/04/2008 1,6 4 2,4 2,0

6 Vesalius 3/05/2008 1,2 2 1,7 2,1

Total / Average 3,0 43 2,3 2,2•Info can be made available to sales force•Detailed view on program acceptance = reliable proxy for individual prescription behaviour•�Number of patients in program (per physician, per rep)•�Average length of treatment calculated, versus country average•�Take your calculator or excel sheet…

Conclusions…

Questions & Answers?

pharma marketing summit

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