Our offerings are designed to inform key commercialization decisions.
Clinical Development Timeline
How big is our market?
- “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 REAL 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
Clinical Development Timeline
Where should we focus?
- 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 REAL 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.)
Clinical Development Timeline
What drives treatment choice?
- 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 REAL 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
Clinical Development Timeline
Where is our opportunity?
- Clear, actionable and enduring “bird's-eye” view of the opportunity space and playing fields available to our drug
How we derive REAL 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
Clinical Development Timeline
What are the key market sub-groups?
- Divides target prescribers into like sub-groups aligned by attitudes, motivations, perceptions and behaviors
- Considers multiple segmentation techniques and solutions:
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- Simpler rules-based algorithms generally preferred as they are easier to understand / communicate
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- Regression-based approaches offer more power and typically higher predictive accuracy but require more effort to explain
- Based on choices and inferred preferences vs. stated answers
How we derive REAL insights:
- We leverage all available data (e.g., survey responses, patient charts/cases, linked secondary data, etc.) to enhance understanding
- We perform comprehensive data-mining to uncover segment insights
- We utilize both univariate and multi-variate statistical techniques
- We conduct qualitative reconnects to further validate and add color/depth
- We connect segments to target list CRM eliminating need for typing tools making sales reps’ jobs easier, not harder
Clinical Development Timeline
What's our peak share?
- 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 REAL 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
Clinical Development Timeline
What drives share?
- Understand the evolution of brand preference and current reasons for brand selection by prescribers
- Assess the existing market’s unmet needs and remaining areas for improvement
How we derive REAL insights
- We design primary market research to maximize each respondents’ contributions which boosts statistical power and decreases costs
- We utilize intuitive chose tasks which result in higher quality data vs. the repetitive rating exercises
- We field multi-wave quant studies with patient cases which increases the stability of results and enables analysis over time and by sub-segment
Clinical Development Timeline
How do we track our launch?
- Bottom-up patient based vs. top-down share gain models
- Dynamic with DIY user interface to adjust inputs and enable scenario modeling
- Outputs can be portrayed in either patients, pills, doses, or revenue
How we derive REAL insights
- We account for patient flow dynamics to ensure share calls are only applied to in-play patients – this helps ensure brand uptake assumptions are possible to achieve and the uptake curves are governed by market dynamics
- We explicitly track treatment experience overtime to account for cross-line reduction and to better quantify opportunities by prior treatment profile
- We use meaningful patient cohorts which present distinct opportunities to the brand
- We cross-validate input assumptions and output trends using data points from literature, PMR, and secondary data analytics
Clinical Development Timeline
SAPPHIRE™ Platform / SAPPHIRE™ Syndicated
- Chart-based tracking platform designed to deliver clear, actionable insight into bio-pharmaceutical brand performance on a global basis
- Modular platform covering key performance metrics – awareness, perceptions, share, behaviors, message recall & sales force effectiveness
How we derive REAL insights
- A unified view of brand health combining attitudinal data from quant with behavioral insights from patient charts and claims data
- We align KPIs logically to the adoption cascade to enable timely identification of bottlenecks post-launch
- Global coverage provides insight at the local market level as well as a global view of key indicators of brand performance
- Unique IDs link respondents across modules, disease states (e.g. tumor types or LoT) and waves enabling tracking for longitudinal analysis