Launch Tracking with ZoomRx. A Case Study

Transcription

1 Launch Tracking with ZoomRx A Case Study

2 CONTENTS Market Situation Unique Challenges Tracking the ZoomRx Way - Process - Key Questions - Unique Insights - ZoomRx Value Learnings & Conclusion

3 cross-functional use of the launch MARKET SITUATION tracking data: Product Launch in a Specialty Market: The client was launching a selfadministered subcutaneous injection for the treatment of a hereditary disease that was characterized by acute flare-ups. The patients treated themselves prophylactically, in addition to treating acute attacks. The tracking data would be used by the: 1. Sales team to track messaging effectiveness and adoption 2. Marketing team to understand evolution of attitudes, and perceptions; drivers and barriers of use 3. Case management team to identify patient customer support issues The product was 4 th to market and faced significant competition from the incumbents. However, it did have meaningful dosing and administration advantages compared to the 3 incumbents. In the absence of prescription data due it being a specialty market, the client needed a tracking solution that provided a rapid refresh of the market. The client anticipated a wide-ranging and We want a tracking solution that biases us to action. We want to respond to the market rapidly, crossfunctionally, and in an evidence based manner. The key to this is understanding our customers

4 4 UNIQUE CHALLENGES There were 4 unique challenges in delivering a tracking solution that provided a rapid refresh of the market: some patients needed to go to a physician office. Acute attacks were often treated in ERs: the tracking data needed to unearth simple, actionable insights to support a complex market 1. No other data available: The 3. Treating specialists were few, & client was operating in a data scattered across specialties: vacuum. Due to the absence of Given the sparse and any prescription data for the distributed nature of the market: the tracking data treating pool, recruiting would needed to support a wider be challenge: the tracking range of decisions than usual solution should effectively overcome the challenges of 2. Complex therapeutic area: The recruiting in a sparse, therapeutic area was highly distributed environment complex. There were many confounding factors that 4. Market in a high state of flux impacted treatment choices. with a lot of switching: Prophylactic and Acute Launching as the 4 th player in a treatment choices were market with 3 other drugs that intertwined. But, the client had dosing and administration drug only had an indication for disadvantages meant a lot of acute treatment. Treatment churn in the market: the location varied significantly tracking solution should be based on drug and patient. able to track rapid change Some patients self-infused, successfully

5 THE PROCESS THE ZOOMRX TEAM FOLLOWED THE FOLLOWING PROCESS FOR THE PROJECT Identify Key Issues Worked with the client to identify the key issues for tracking under 4 heads: - Adoption & Usage - Promotional Activity - Switching Activity - Customer Service Recruit Mobile Panel Recruited a panel of 100 hematologists, allergists, and immunologists from the customer list of treating physicians Design Survey Questionnaire Designed a survey that will shed light on key issues by taking advantage of ZoomRx s 3D (Quantitative, Qualitative, and Longitudinal data) approach to tracking data Collect Frequently Collected quantitative, qualitative & longitudinal data from the panel once every 2 weeks Analyze & Present Insights - Mined the data for insights and present findings to a cross-functional team every month - Made data accessible and interactive via the ZoomRx ipad app

6 THE PROCESS Panelists 100 Hems, Allergists, Immunologists Take Short Surveys 12 mins median survey length Frequently Twice a month & are very Responsive 90% response rate per wave

7 THE KEY QUESTIONS WORKING WITH THE CLIENT TEAM, ZOOMRX IDENTIFIED 4 SETS OF KEY QUESTIOINS Adoption & Product Usage Promotional Tracking HOW IS AWARENESS TRENDING? HOW MANY DR S ARE USING MY PRODUCT? HOW MANY INTEND TO START USING SOON? WHAT ARE THE DRIVERS AND BARRIERS? WHAT ARE MY REPS SAYING? WHAT ARE DR S RETAINING? WHAT ARE MY COMPETIIORS SAYING? WHAT IS THE SHARE OF VOICE & SHARE OF MIND? Switching Activity WHAT IS TRIGERRING PATIENT SWITCHES? WHO IS INITIATING THE SWITCH CONVERSATION? HOW LONG IS TAKING FROM INITIATION TO START? Customer Service WHY DO DR S & OFFICE STAFF CONTACT CASE MANAGERS? HOW SATISFIED ARE DR S WITH CASE MANAGER SERVICE? HOW DOES CLIENT CASE MGMT. COMPARE TO COMPETITION?

8 UNIQUE INSIGHTS Longitudinal analysis identified: Only ~50 % of intended starts were materializing LONGITUDINAL ANALYSIS OF NEW STARTS BY PHYSICIAN INTENDED STARTS WAVE 1: 8 intended starts WAVE 3: 14 intended starts TIME ACTUAL STARTS WAVE 2: 4 actual starts WAVE 4: 7 actual starts Analysis of message recall voice snippets revealed: Competition was messaging differently to HEMs compared to IMMUNOLOGISTS HEM MESSAGE EFFICACY FOUCSED End Point 1 Long term data Quality of Life In-office infusions IMM MESSAGE PATIENT FOUCSED Quality of Life Patient comfort End Point 1 Nurse Support Nurse Support Long term data

9 UNIQUE INSIGHTS Frequent refreshes of satisfaction data showed: Client needed to improve performance of case management team on managed care support Satisfaction with CASE MANAGERS COMPETITION CLIENT INSURANCE SUPPORT NEW PT. STARTS PT. EDUCATION MATERIALS GENERAL DRUG INFO. Service related to In-depth data on new patient starts revealed: Adoption was driven by switches from patients suffering from multiple weekly attacks Patients who.. Attacks Median # of weekly attacks Satisfaction level with competing drugs..recently started client drug / 10.. are continuing on previous medication / 10

10 THE UNIQUE VALUE ZoomRx provided the following unique value to tracking the launch 1. Real time market data: Using a mobile enabled panel of respondents ZoomRx was able to deliver a constant stream of data to the client. With its refresh frequency of new data every two weeks, ZoomRx was able to provide fresh data at a rapid rate to the launch team 2. Recruit Once; Use Repeatedly: Given the challenges of recruiting physicians from a sparse and distributed treating universe, the ZoomRx approach of Recruiting once; Use Repeatedly made it possible to poll the market repeatedly in a very efficient and effective manner. This also enabled tracking the panel longitudinally which also unearthed great value for the client 3.Longitudinal Analysis to understand complexity: Analyzing longitudinal data enabled the client to better understand individual narratives that aggregated to form aggregate metrics like market share 4.Wide range of data types to inform broad range of decisions By providing 3-dimensional tracking data (quant, qual & longitudinal) to the client, ZoomRx enabled a broad range of operational decisions 5. Interactive data enabled crossfunctional use of data ZoomRx Live Dashboards enabled the cross-functional client team to quickly share data with team members, interact with it, and draw insights on the fly. This supported a rapid-decision making environment.

11 GOING FROM CHALLENGES TO VALUE THE TRACKING SOLUTION NEEDED TO ZOOMRX ENABLED THIS BY PROVIDING - Wide range of data types to inform Support a wider range of decisions than usual broad range of decisions - Sharing and Interactivity of data enabled cross-functional use of data Unearth simple, actionable insights to support a complex market Longitudinal Analysis to understand complexity Effectively overcome the challenges of recruiting in a sparse, distributed environment Mobile enabled panel of doctors that client could: Recruit Once; Use Repeatedly Track rapid change successfully Real time market data with a rapid refresh rate

12 fall and data quality will dip. LEARNINGS & CONCLUSIONS ZoomRx launch tracking was very well-received by the end client. Specific learnings from this study include: 1. Identify the key issues upfront: Product launch teams are always hungry for data. It is really important to understand what the overall data landscape for the team (secondary research, prescription data) is and what decisions of the launch team will be informed by tracking. This process should end with the identification of the key issues to be covered in the launch tracker 2. Design short & easy surveys: It is important to keep in mind that the respondents will be answering surveys frequently. This makes it very important to design surveys to be easy and short. If not, response rates will 3. Meet often. Cross-functionally: Product launch teams are always cross-functional. To get maximum value out of your tracking data, meeting with a cross-functional and discussing implication, insights and actions is key. The ZoomRx team s facilitation of these meetings was considered very valuable by the client. 4. Focus on narratives. Not just numbers : Yes, launch metrics are really important. But to make truly informed decisions, it is imperative to look beyond just the numbers and understand how customers are evolving over time. Understanding this narrative evolve is particularly important for launching brands. The longitudinal nature of ZoomRx adds a tremendous amount of value in this regard.

13 ZoomRx completely transformed the way we thought about launch tracking Sr. Director, Market Research & Commercial Client READY TO TRANSFORM YOUR LAUNCH TRACKING Set up a capabilities meeting [email protected] (617)