We derive deeper insights to help healthcare companies make better decisions.

Waterfall chart
How big is our market?

Epi / Sizing

  • “Water-fall” slides estimating accessible opportunity and “leakages” in each leverage point
  • Robust estimates of dynamic (e.g., incidence) and static (e.g., prevalence) patient pools
  • Population modeling to understand long-term trends, impact of anticipated shifts
How we derive deeper insights
  • We integrate multiple data sources and are knowledgeable about each individual dataset's limitations and the ways of overcoming them
  • We leverage our patient flow modeling platform to develop Disease Natural History Models to cross-validate epi estimates and create a non-conflicting view of TA evolution
  • We integrate multiple data sources and are knowledgeable about each individual dataset's limitations and the ways of overcoming them
  • We leverage our patient flow modeling platform to develop Disease Natural History Models to cross-validate epi estimates and create a non-conflicting view of TA evolution
  • “Water-fall” slides estimating accessible opportunity and “leakages” in each leverage point
  • Robust estimates of dynamic (e.g., incidence) and static (e.g., prevalence) patient pools
  • Population modeling to understand long-term trends, impact of anticipated shifts
Data
How can we use our data?

Data Integration

  • Publically available datasets (SEER, NHANES, NAMCS/NHAMCS, HCUP, etc.)
  • Claims data, open-end (SHA, IQVIA) or closed-end (Truven, Pharmetrics, Optum, etc.)
  • Hospital CDM (Premier, IQVIA)
  • EMR data (GE, Optum-Humedica, IntrinsiQ, etc.)
  • Syndicated studies (Adelphi, Ipsos, IQVIA, etc.)
  • Custom primary research (ATU, tracker, etc.)
How we derive deeper insights
  • We develop custom business rules to operationalize the data for each specific business need
  • We have no vested interest in the data and are knowledgeable and transparent about the limitations of each individual dataset and creative in integrating multiple data sources to obtain cross-validated estimates
  • We develop custom business rules to operationalize the data for each specific business need
  • We have no vested interest in the data and are knowledgeable and transparent about the limitations of each individual dataset and creative in integrating multiple data sources to obtain cross-validated estimates
  • Publically available datasets (SEER, NHANES, NAMCS/NHAMCS, HCUP, etc.)
  • Claims data, open-end (SHA, IQVIA) or closed-end (Truven, Pharmetrics, Optum, etc.)
  • Hospital CDM (Premier, IQVIA)
  • EMR data (GE, Optum-Humedica, IntrinsiQ, etc.)
  • Syndicated studies (Adelphi, Ipsos, IQVIA, etc.)
  • Custom primary research (ATU, tracker, etc.)
Journey
Where should we focus?

Patient Journey

  • Diagram describing the entire care continuum and highlighting important factors influencing care and outcomes.
  • Prioritized list of influence points, behavioral objectives and drivers / barriers for our brand.
How we derive deeper insights
  • We go beyond simply diagramming to quantify the key elements of the journey
  • We integrate insights from quant. (e.g., claims, charts, etc.) and qual. (e.g., emotional journey)
  • We develop multiple versions, e.g., highly-detailed and quantified (for market researchers), as well as high-level visual infographics (for leadership, publications, etc.)
  • We go beyond simply diagramming to quantify the key elements of the journey
  • We integrate insights from quant. (e.g., claims, charts, etc.) and qual. (e.g., emotional journey)
  • We develop multiple versions, e.g., highly-detailed and quantified (for market researchers), as well as high-level visual infographics (for leadership, publications, etc.)
  • Diagram describing the entire care continuum and highlighting important factors influencing care and outcomes.
  • Prioritized list of influence points, behavioral objectives and drivers / barriers for our brand.
Decision Tree
What drives treatment choice?

Decision Hierarchy Analysis

  • Statistical data mining analysis to identify drivers of choice and key patient types treated differently.
  • Decision algorithm based on the most important characteristics influencing treatment selection.
How we derive deeper insights
  • We use multiple algorithms and validate decision logic and resulting patient types with qual. research and feedback from Medical.
  • ViewFinder™ research platform enables us to analyze current and future decision making.
  • We create effective diagrams communicating key insights in an intuitive story-telling format.
  • We use multiple algorithms and validate decision logic and resulting patient types with qual. research and feedback from Medical.
  • ViewFinder™ research platform enables us to analyze current and future decision making.
  • We create effective diagrams communicating key insights in an intuitive story-telling format.
  • Statistical data mining analysis to identify drivers of choice and key patient types treated differently.
  • Decision algorithm based on the most important characteristics influencing treatment selection.
Market Map
Where is our opportunity?

Market Map

  • Clear, actionable and enduring “bird's-eye” view of the opportunity space and playing fields available to our drug.
How we derive deeper insights
  • Optimal market map design combines data-derived drivers with qual. insights and strategic thinking from the brand team.
  • ViewFinder™ research platform enables us to populate the map with projected sizes and overlay our drug's ability to win.
  • Optimal market map design combines data-derived drivers with qual. insights and strategic thinking from the brand team.
  • ViewFinder™ research platform enables us to populate the map with projected sizes and overlay our drug's ability to win.
  • Clear, actionable and enduring “bird's-eye” view of the opportunity space and playing fields available to our drug.
Profile
Who is our target patient?

Patient Articulation

  • Comprehensive profiling of prioritized patient types based on all available characteristics collected in the data.
How we derive deeper insights
  • We go beyond simply profiling and conduct extensive statistical data-mining to fully understand our drug's patient opportunity vs. competitors'.
  • ViewFinder™ and Intercept™ research platforms enable us to create a 360° view of the patient.
  • We go beyond simply profiling and conduct extensive statistical data-mining to fully understand our drug's patient opportunity vs. competitors'.
  • ViewFinder™ and Intercept™ research platforms enable us to create a 360° view of the patient.
  • Comprehensive profiling of prioritized patient types based on all available characteristics collected in the data.
Segments
What are the customer types?

Segmentation

  • Distinct customer groups with different motivations and behaviors which may have implications on how we approach / promote to them.
How we derive deeper insights
  • We use multiple techniques aligning attitudes and perceptions to motivations and behaviors that are relevant for your brand.
  • We create actionable solutions that are either fully identifiable in secondary data or can be identified via a practical typing tool.
  • We use multiple techniques aligning attitudes and perceptions to motivations and behaviors that are relevant for your brand.
  • We create actionable solutions that are either fully identifiable in secondary data or can be identified via a practical typing tool.
  • Distinct customer groups with different motivations and behaviors which may have implications on how we approach / promote to them.
Message
What should we say?

Positioning & Messaging

  • Clear articulation of the mental space that we seek to own in our customers' minds.
How we derive deeper insights
  • We use a combination of qual. and quant. techniques to optimize positioning and messaging.
  • ClaimBuilder™ interactive research platform enables us to construct the most impactful positioning statements overall and within key segments (physician and patient).
  • We use a combination of qual. and quant. techniques to optimize positioning and messaging.
  • ClaimBuilder™ interactive research platform enables us to construct the most impactful positioning statements overall and within key segments (physician and patient).
  • Clear articulation of the mental space that we seek to own in our customers' minds.
Demand
What's our peak share?

Demand Study

  • Preference share
  • Share validation and discounting
  • Sensitivity to scenarios
  • Source of business / regimens displaced
  • Optimal sequencing
  • Drivers / barriers
  • Target patient and physician types
  • User-friendly simulator
How we derive deeper insights
  • We have developed proprietary chart-based TPP exposure and testing methodologies which result in robust and realistic estimates of clinical preference and deep understanding of what is driving the share.
  • ShareCaster™ research platform enables us to accommodate a large range of scenarios and conjoint designs without fatiguing respondents and compromising the quality of the data.
  • We have developed proprietary chart-based TPP exposure and testing methodologies which result in robust and realistic estimates of clinical preference and deep understanding of what is driving the share.
  • ShareCaster™ research platform enables us to accommodate a large range of scenarios and conjoint designs without fatiguing respondents and compromising the quality of the data.
  • Preference share
  • Share validation and discounting
  • Sensitivity to scenarios
  • Source of business / regimens displaced
  • Optimal sequencing
  • Drivers / barriers
  • Target patient and physician types
  • User-friendly simulator
Drivers
What drives share?

Choice-Based Drivers

  • Product benefits perceived as meaningfully differentiating and leading to increased utilization / higher share.
How we derive deeper insights
  • Instead of relying on fatiguing and unreliable attribute performance ratings we use intuitive choice tasks (against real patient charts or simulated cases) and robust statistical testing to derive which product benefits are driving share.
  • Instead of relying on fatiguing and unreliable attribute performance ratings we use intuitive choice tasks (against real patient charts or simulated cases) and robust statistical testing to derive which product benefits are driving share.
  • Product benefits perceived as meaningfully differentiating and leading to increased utilization / higher share.
Conjoint
How do we handle uncertainty?

Conjoint

  • Assessment of sensitivity to combinations of parameters that are now known with certainty but can be expected to fall within a specific range.
How we derive deeper insights
  • We ensure that there is a link to patient-based choices with a static TPP in order to be able to benchmark and properly calibrate conjoint results and understand sensitivity to patient characteristics as well as product attributes.
  • We ensure that there is a link to patient-based choices with a static TPP in order to be able to benchmark and properly calibrate conjoint results and understand sensitivity to patient characteristics as well as product attributes.
  • Assessment of sensitivity to combinations of parameters that are now known with certainty but can be expected to fall within a specific range.
Flow
Where is the market headed?

Patient Flow Model

  • Simulation of market dynamics at the patient type level to predict short- and long-term treatment landscape evolution.
How we derive deeper insights
  • We integrate insights from multiple research streams to cross-validate inputs and resolve discrepancies.
  • We provide visibility into dynamic (in-play) vs. static (in need of activation) opportunities.
  • We explicitly track evolution of treatment experience profile to account for cross-line reduction of eligible (naïve) opportunity.
  • We integrate insights from multiple research streams to cross-validate inputs and resolve discrepancies.
  • We provide visibility into dynamic (in-play) vs. static (in need of activation) opportunities.
  • We explicitly track evolution of treatment experience profile to account for cross-line reduction of eligible (naïve) opportunity.
  • Simulation of market dynamics at the patient type level to predict short- and long-term treatment landscape evolution.
Forecast
What's our forecast?

Forecast Model

  • Short- and long-range unit and revenue estimates with ability to adjust key inputs / assumptions and assess alternative scenarios.
How we derive deeper insights
  • At the core of our forecasts is a custom-designed patient flow model simulating key market dynamics and calibrated to historical trends observed in secondary data.
  • At the core of our forecasts is a custom-designed patient flow model simulating key market dynamics and calibrated to historical trends observed in secondary data.
  • Short- and long-range unit and revenue estimates with ability to adjust key inputs / assumptions and assess alternative scenarios.
Tracker
How do we track our launch?

SAPPHIRE™ platform

  • Continuously running comprehensive tracking platform consisting of three modules:
  • ATU module (awareness / perceptions)
  • Charts module (share / behaviors)
  • Rep module (sales force effectiveness)
How we derive deeper insights
  • We align KPIs logically to the adoption cascade to enable timely identification of bottlenecks post-launch.
  • We use statistical data-mining to understand what drives key behaviors / KPIs.
  • We align KPIs logically to the adoption cascade to enable timely identification of bottlenecks post-launch.
  • We use statistical data-mining to understand what drives key behaviors / KPIs.
  • Continuously running comprehensive tracking platform consisting of three modules:
  • ATU module (awareness / perceptions)
  • Charts module (share / behaviors)
  • Rep module (sales force effectiveness)
Promotion
Are our promotions working?

Promotion Response

  • Proven techniques that measure the true impact of traditional and digital promotional activities:
    • Unbiased results
    • Detailed and actionable
    • MAC Optimizer tool with sensitivity analysis
How we derive deeper insights
  • We look deeper than just correlational relationships and seek the true causal relationships between promotional activities and sales.
  • We account for key external drivers of sales using advanced AI techniques to understand what truly drives sales.
  • We look deeper than just correlational relationships and seek the true causal relationships between promotional activities and sales.
  • We account for key external drivers of sales using advanced AI techniques to understand what truly drives sales.
  • Proven techniques that measure the true impact of traditional and digital promotional activities:
    • Unbiased results
    • Detailed and actionable
    • MAC Optimizer tool with sensitivity analysis
Targeting
Who do we target?

Targeting

  • Identifying the best customers for promotional activity – prescribers and/or accounts
  • Customized plans for different tactics – sales force effort, digital activities, and other promotional activities
  • Mix and frequency of activities by customer
How we derive deeper insights
  • We find true underlying opportunity by considering promotion response and:
    • Underlying patient opportunity
    • Competitive prescribing
    • Managed care and IDN favorability/control
  • We maximize impact by incorporating all key drivers and barriers of sales, and providing practical recommendations.
  • We find true underlying opportunity by considering promotion response and:
    • Underlying patient opportunity
    • Competitive prescribing
    • Managed care and IDN favorability/control
  • We maximize impact by incorporating all key drivers and barriers of sales, and providing practical recommendations.
  • Identifying the best customers for promotional activity – prescribers and/or accounts
  • Customized plans for different tactics – sales force effort, digital activities, and other promotional activities
  • Mix and frequency of activities by customer
Med Samples
How many samples?

Sample Optimization

  • Identifying the overall number of samples needed to support the brand forecast:
    • Drive new patient starts and long-term growth
    • Avoid cannibalization
  • Setting the optimal level of sampling by customer
How we derive deeper insights
  • We understand true impact of sampling by isolating the key internal and external sales drivers including calls, other promotional activities, payer influence, IDN control, and market and competitor events.
  • We maximize impact maximize impact by allocating samples to customers who will drive the greatest brand growth.
  • We understand true impact of sampling by isolating the key internal and external sales drivers including calls, other promotional activities, payer influence, IDN control, and market and competitor events.
  • We maximize impact maximize impact by allocating samples to customers who will drive the greatest brand growth.
  • Identifying the overall number of samples needed to support the brand forecast:
    • Drive new patient starts and long-term growth
    • Avoid cannibalization
  • Setting the optimal level of sampling by customer
Reps
How to deploy the sales force?

Sales Force Size/Structure

  • Identifying the optimal number of sales representatives needed to maximize profit or achieve a given sales/profit objective.
  • Identifying the optimal deployment including different customer-facing teams, aligning brands to teams, and specifying the tasks for each role.
How we derive deeper insights
  • We leverage optimized valuation and targeting metrics and true promotion response dynamics.
  • We use learnings and heuristics developed over 40 years to provide practical solutions that consider the real-world aspects of sales force deployment.
  • We leverage optimized valuation and targeting metrics and true promotion response dynamics.
  • We use learnings and heuristics developed over 40 years to provide practical solutions that consider the real-world aspects of sales force deployment.
  • Identifying the optimal number of sales representatives needed to maximize profit or achieve a given sales/profit objective.
  • Identifying the optimal deployment including different customer-facing teams, aligning brands to teams, and specifying the tasks for each role.
Geomap
How to align sales territories?

Territory Alignment

  • Creating geographic boundaries for each sales territory to balance sales, opportunity, and workload.
  • Re-aligning existing sales territories to minimize disruption while balancing territories.
How we derive deeper insights
  • We leverage optimized valuation and true workload needed to optimize sales in light of the market dynamics in-market practicalities.
  • We consider local referral patters and network dynamics to ensure that the sales representative has maximum accountability for in-territory sales.
  • Resulting territories enable a fair and motivational IC plan.
  • We leverage optimized valuation and true workload needed to optimize sales in light of the market dynamics in-market practicalities.
  • We consider local referral patters and network dynamics to ensure that the sales representative has maximum accountability for in-territory sales.
  • Resulting territories enable a fair and motivational IC plan.
  • Creating geographic boundaries for each sales territory to balance sales, opportunity, and workload.
  • Re-aligning existing sales territories to minimize disruption while balancing territories.
Compensation
How to motivate the sales force?

Incentive Compensation

  • Designing a plan to motivate all sales people to maximize sales in a compliant manner.
  • Providing rewards that enable the organization to achieve its financial goals.
How we derive deeper insights
  • Our IC plans are inherently designed to be as fair and motivational as possible.
  • Because our metrics consider all the key external drivers of sales, goals are fair regardless of local payer access, IDN control, population characteristics, etc.
  • Our IC plans are inherently designed to be as fair and motivational as possible.
  • Because our metrics consider all the key external drivers of sales, goals are fair regardless of local payer access, IDN control, population characteristics, etc.
  • Designing a plan to motivate all sales people to maximize sales in a compliant manner.
  • Providing rewards that enable the organization to achieve its financial goals.
Control
Who controls brand usage?

Brand Control Analysis

  • Analyzing brand share to determine who has control:
    • Prescribers
    • Payers and plans
    • IDNs, GPOs, other organizations
  • Scoring each individual player based on brand-specific favorability and true ability to control usage.
How we derive deeper insights
  • First, we analyze sales data to understand underlying market dynamics and latent demand for each brand.
  • Using advanced AI models with payer and/or formulary data, we determine each player's favorability for each brand and how much actual control they have.
  • First, we analyze sales data to understand underlying market dynamics and latent demand for each brand.
  • Using advanced AI models with payer and/or formulary data, we determine each player's favorability for each brand and how much actual control they have.
  • Analyzing brand share to determine who has control:
    • Prescribers
    • Payers and plans
    • IDNs, GPOs, other organizations
  • Scoring each individual player based on brand-specific favorability and true ability to control usage.
Network
Who are the influencers?

Referral & HCP Networks

  • Understand how HCPs interact with each other throughout the patient journey.
    • What are the referral patterns?
    • Which physicians are most influential?
    • What are their networks?
  • Optimizing targeting and messaging to maximize impact.
How we derive deeper insights
  • We use detailed claims data and online data and custom business rules to identify the most relevant patients and treatment patterns.
  • We look for referral and networking behavior, plus causal relationships to determine true influence on other HCP prescribing.
  • We use detailed claims data and online data and custom business rules to identify the most relevant patients and treatment patterns.
  • We look for referral and networking behavior, plus causal relationships to determine true influence on other HCP prescribing.
  • Understand how HCPs interact with each other throughout the patient journey.
    • What are the referral patterns?
    • Which physicians are most influential?
    • What are their networks?
  • Optimizing targeting and messaging to maximize impact.