Preparing a New Dermatologic Agent for Market Launch. March, 2011

Transcription

1 Preparing a New Dermatologic Agent for Market Launch March, 2011

2 The Situation A major pharmaceutical company sought to better understand how physicians treat patients with moderate to severe psoriasis to properly position their product for an effective launch into the dermatology market. Target: Dermatologists 2011 Confidential 2

3 The Solution: Sermo Post, Panel and Survey Sermo launched a two-part plan to support pre- and postlaunch initiatives: Pre-Launch Initiatives Sermo Client Post Understand physician treatment philosophy for patients with Psoriasis Discover how physicians define an inadequate response to current biologic treatments Sermo Panel Understand how seasonality, insurance coverage and patient compliance influence prescribing Post-Launch Initiatives Sermo Survey Understand impact of launch initiatives on overall brand awareness, market penetration and prescribing 2011 Confidential 3

4 Pre-launch Initiative: Sermo Client Post Sermo recommended a two-week Client Post Client Post encouraged physicians to exchange information regarding treatment strategies, therapeutic options, and to uncover answers to key questions Confidential 4

5 Sermo Client Post Highlights Physicians discussed drug superiority Physicians discussed treatment strategies 2011 Confidential 5

6 Sermo Client Post Activity Summary Client Psoriasis Post activity had more than 780 total views, 179 votes and 17 total contributed physician comments. An average MD Post has 177 views, 23 votes and 12 comments Post Activity Views Votes Comments Client Post Physician Post 0 Client Post Physician Post 0 Client Post Physician Post 2011 Confidential 6

7 Pre-launch Initiative: Sermo Panel Panel Objective: Understand how seasonality, insurance coverage and patient compliance influence prescribing Geo-targeted Recruiting The Panel was comprised of 16 Dermatologists from 5 climate regions in the United States Panelists were screened to ensure specific client prescribing criteria were met 2011 Confidential 7

8 In-depth Sermo Panel Feedback Helped Client Gain Valuable Insights on Prescribing 2011 Confidential 8

9 Post-launch Initiative: Sermo Survey Survey Objective: A follow up to product launch to gauge overall brand awareness, impact of product messaging and influence on prescribing Participation: Survey was fielded to 200 practicing dermatologists 2011 Confidential 9

10 Campaign Results Client Post encouraged physicians to exchange information regarding treatment strategies with 780 physicians views, 179 votes and 17 comments. Panel results provided key insights into how seasonality, insurance coverage and patient compliance influence prescribing. Survey allowed client to quickly gauge overall brand awareness, impact of product messaging and influence on prescribing Confidential 10

11 Engage with Physicians on Sermo To learn more about Sermo s unique offerings contact your Sales Director, call or sales@sermo.com Sermo Products Promotion: Drive awareness and educate physicians Client Posts: Gather feedback or communicate a message Surveys: Quantitative insight specific to your needs Online Panel: Focus groups to gather key qualitative feedback Client Center: Follow organic, physicianto-physician discussions Pharmaceutical & Biotech Manufacturers -Educate physicians on new clinical data, products and indication changes. -Drive awareness of new on- and offline programs such as online sampling. -Engage in qualitative and quantitative market research. Medical Device Manufacturers -Obtain feedback on products features and functionality. -Leverage voice of customer for business intelligence. -Engage in digital marketing opportunities for non-personal promotional Healthcare Agencies -Engage in quant & qual research for pitch prep, concept and message testing. -Social media monitoring for clients. -Value pricing includes key agency input. Clinical Trials Organizations/Clinical Research Organizations -Prepare more data-driven proposals. -Conduct protocol feasibility studies. -Recruit both physicians and their patients Confidential 11