www.hcltech.com POST MARKET STUDY AS a SERVICE (PMSaaS) AuthOr: Chaitanya WHITEPAPER November 2015
TABLE OF CONTENTS INTRODUCTION 3 WHY POST-LAUNCH MARKET STUDIES? 4 CHALLENGES IN CURRENT POST LAUNCH MARKET STUDIES 4 HCL s POST MARKET STUDY AS A SERVICE (PMSaaS) SOLUTION 4 HCL s PMSaaS architecture: 5 A USE CASE 6 CONCLUSION 8 ABOUT THE AUTHOR 9 ABOUT CONTRIBUTORS 9 ABOUT HCL 10 2015, HCL TECHNOLOGIES. REPRODUCTION PROHIBITED. THIS DOCUMENT IS PROTECTED UNDER COPYRIGHT BY THE AUTHOR, ALL RIGHTS RESERVED. 2
INTRODUCTION There is always a better way - This statement holds true for Pharmaceutical companies trying to better business amidst problems such as increasing R&D costs, shrinking pipelines, dynamic marketplace conditions, and growing patent losses. These companies are also on the hunt for new approaches to upturn efficiency of operations, rationalize sales and marketing, and improve throughput in R&D to augment their financial stability. One such approach coming under increased scrutiny is the post drug launch phase which deals with market studies, patient reported outcomes, drug safety surveillance, off-label marketing, brand marketing, closed loop marketing, and benefit-risk assessment of the drug. The aim is to minimize costs, improve RoI, and gather data-driven intelligence to generate meaningful insights. Pharmaceutical companies are facing challenges during post drug launch phase to take a compelling product value story to the right audience to influence greater adoption. These companies are taking the help of post-launch market studies which hold the capacity of spawning insights from a wealth of information available from different channels to help Pharma companies unveil trends and patterns about patient adherence/ switching/ adoption, physician s sentiment, KOL s, and salesforce competency in a cost-effective way to create competitive advantage. This paper aims to improve the way post launch market studies are conducted and analyzed with the help of HCL s Post Market Study as a Service (PMSaaS) solution. This solution aims to maximize the impact of market feedback by leveraging physician response data, social media, and other data sources to provide consistent insights in the form of consultative studies or customized reports to the management, resulting from HCL s deep technology and functional expertise. 2015, HCL TECHNOLOGIES. REPRODUCTION PROHIBITED. THIS DOCUMENT IS PROTECTED UNDER COPYRIGHT BY THE AUTHOR, ALL RIGHTS RESERVED. 3
WHY POST-LAUNCH MARKET STUDIES? There is a deluge of information available from different sources such as social media, patient networks, RWE, EMR, prescriptions, claims, hospitals, etc. Post launch market studies are conducted to collect the data from different sources which are then harnessed and analyzed to enable Pharma companies to: y Effectively track brand communications and come up with winning brand strategies y Enhance the R&D efforts by providing inputs for future research y Understand patient and physician behavior y Evaluate salesforce effectiveness CHALLENGES IN CURRENT POST LAUNCH MARKET STUDIES Pharma companies are facing the following problems while conducting and analyzing post market studies: y Inefficient techniques in place to integrate online and offline data y Skewed market studies leading to inefficient go-to-market strategies y Inadequate real-time sales planning capabilities y Huge sourcing overhead to manage multiple third-party vendors in absence of a centralized service y Lack of standardization of the data as different vendors have different formats of storage y Missed opportunities to effect improvements due to different technical and functional capabilities of third-party vendors y Lack of participation of Pharma companies on social media due to lack of clarity on the constraints laid by regulatory bodies such as the FDA HCL s POST MARKET STUDY AS A SERVICE (PMSaaS) SOLUTION The major blind spot HCL observed is that the Pharma industry lacked a dedicated one-stop solution which integrates the capability of online and offline data collection, data harnessing, data analysis, and effective insight generation in the post-launch market studies. HCL came up with the PMSaaS solution to conduct and analyze a market study which uses an integrated and robust approach. This seamlessly addresses the problem by delivering meaningful insights from both structured and unstructured data sources. 2015, HCL TECHNOLOGIES. REPRODUCTION PROHIBITED. THIS DOCUMENT IS PROTECTED UNDER COPYRIGHT BY THE AUTHOR, ALL RIGHTS RESERVED. 4
HCL s PMSaaS architecture: Post Market study HCL SOLUTION Management Central Database Data Curation HCL pharmaceutical Domain expertise Semantic Search Engine Inferences: Lack of awareness in oncologists about vitamin D 3 leading to only 30% Rx Marketing campaign for Oncology drug can be targeted towards age group 40-50 Scope for newly launched CNS drug in other major indications such as IBD Patients are not loyal to a therapy or to a doctor or to a pharma Rx drug Secondary Data Sources Social media platforms Patient Networks Pharmacy claims data Physician affiliation data EMR data Text mining Deep search Data export Sentiment Analysis Dynamic Market Research Templates Techno Functional Statistical Team Customized Reports HCL, with the help of this architecture, takes a 6-step solution approach to fix the blind spot in post launch market studies. These steps are: STEP 1: This step includes designing the Post Market Research study questionnaire administered to the physician groups or use the existing survey results to capture the following KRAs: y Understand dynamic market capture y Switching patterns: From, and to a brand y Physician s brand adoption y Payer influence y Price-elasticity y Drug efficacy y Salesforce effectiveness STEP 2: The architecture allows seamless exchange of real-time information with the central database. This exchange provides easy and hassle-free survey administration with the help of Tablets, Smartphones, and other digital devices with the capability to be mobile, cost-effective, scalable, and compatible. STEP 3: The survey data is amalgamated with other data sources such as social media, patient networks, literature reviews (Pubmed, Cochrane, Embase), Rx claims, EHR/ EMR, hospitals/ institutions, RWE, etc. to create a central data repository. STEP 4: Online and offline data is merged to perform downstream analytics by: y Performing qualitative research to analyze brand effectiveness, physician adoption behavior, Patient sentiment, etc. y Performing quantitative research to find out patient adherence, patient engagement, treatment advocacy, switching patterns, salesforce effectiveness, etc. 2015, HCL TECHNOLOGIES. REPRODUCTION PROHIBITED. THIS DOCUMENT IS PROTECTED UNDER COPYRIGHT BY THE AUTHOR, ALL RIGHTS RESERVED. 5
STEP 5: The solution is augmented with capabilities to generate meaningful insights and reporting solution through custom views and consulting studies. STEP 6: The solution architecture comprises of closed loop process to provide timely updates and refine the metrics engine to enable pharma companies to quickly adapt to the new commercial ecosystem. A USE CASE Login to the App with Sales credentials Customizable & Dynamic questionnaire templates Sales Force Layer Medical Representative Post Market Interview Doctor/ Physician Database Layer Central Database Secondary data sources Data Processing Layer Data Curation team Data Processed No YES Functional Layer Semantic Search Sentiment Engine Analysis & Reports Techno Functional Statistical team Statistical Analysis & Inferences Management Layer Decision making unit of Management Empowered with inputs to tweak marketing campaigns HCL s PMSaaS solution comprises of the following components/ layers: y Sales Force Layer: I. Dynamic questionnaire templates designed according to the KRAs that need to be captured to get synthesized outputs II. Questionnaire templates are hosted on a web application compatible with any device/ platform III. Real-time data captured by medical representatives by administering questionnaire to physicians y Database Layer: Central database integrates the structured and unstructured data collected from multiple data sources such as: I. Questionnaire responses II. Social media platforms (Facebook, Twitter, Blogs, Forums, etc.) III. Patient Networks (patientslikeme.com) IV. Literature reviews (Pubmed, Cochrane, and Embase) V. Pharmacy claims, EMR, RWE, and Hospitals 2015, HCL TECHNOLOGIES. REPRODUCTION PROHIBITED. THIS DOCUMENT IS PROTECTED UNDER COPYRIGHT BY THE AUTHOR, ALL RIGHTS RESERVED. 6
y Data Processing Layer: Data curation team, with expertise in big data mining, generates more meaningful data out of the huge volumes available y Functional Layer: HCL brings its rich and vast Pharmaceutical/ Biotech domain experience and deep technological expertise to this layer. The functional layer mixes the tool-based approach and human element to draw out decision maps in the following way: I. Sematic Search Engine: Reports, visualizations, dashboards, and charts are generated with the help of HCL s proprietary trademarked analytical tools which have the following attributes: Crawling capacity for mentions across data sources Sentiment mining expertise Data visualization and text analytics capability II. Techno-Functional Statistical Team: Meaningful insights are generated from the inputs provided by the semantics engine. The actionable business intelligence is delivered to the management of pharma companies in the form of: Consultative study reports Customized views y Management Layer: Management is provided with consulting studies or custom views on the real-time web application to highlight key strategic insights such as: I. Physician s adoption behavior To help in salesforce designing, sizing and allocation, and segment physicians to roll out custom-made messaging II. Patient advocacy, adherence, and engagement To understand patient s sentiment and effectively engage with them III. Identification of Key Opinion Leaders (KOLs) To help the brand communications team target the KOLs better IV. New indications and formulations of the drug in market To help maximize drug performance V. Factors influencing the prescription patterns (Inefficiency of the Salesforce/ better brand perception of competitive brands) VI. Ways to up-sell, cross-sell, retain, and reduce cost of sales 2015, HCL TECHNOLOGIES. REPRODUCTION PROHIBITED. THIS DOCUMENT IS PROTECTED UNDER COPYRIGHT BY THE AUTHOR, ALL RIGHTS RESERVED. 7
CONCLUSION The years that follow a product launch are arguably one of the toughest periods for Pharma companies. It becomes imperative for them to work with a partner who is technologically, functionally, and analytically skilled to handle post market studies effectively. HCL observed from the studies that the pharmaceutical companies want to optimize cost related to post-launch marketing activities and focus more on prelaunch commercial planning. HCL s PMSaaS solution will help the companies meet this objective by building a standardized outlook of data through seamless integration from multiple sources to provide a robust qualitative and quantitative analysis. HCL s data mining and analytical capabilities help increase the speed with which meaningful insights are provided at reduced costs. 2015, HCL TECHNOLOGIES. REPRODUCTION PROHIBITED. THIS DOCUMENT IS PROTECTED UNDER COPYRIGHT BY THE AUTHOR, ALL RIGHTS RESERVED. 8
ABOUT THE AUTHOR Chaitanya has more than three years of experience in dealing with Life Sciences clientele. His role at HCL involves building business propositions for Pharma companies across the value chain. He also dons the hat of an Offshore Account Manager for a leading Pharma company based out of the East Coast in the United States. Chaitanya s expertise lies in Demand Management and Demand Creation through secondary research and client interactions. He holds an MBA in marketing from a leading B-school. Reach out to him at chaitanya_b@hcl.com / +919573481834 ABOUT CONTRIBUTORS Sangeetha has close to 10 years of experience in IT Consulting and Business Development, and close to four years of Life Sciences research experience. She is a trained and certified LIMS expert. At the HCL Pharma Business Solutions Group, her role involves building business propositions by analyzing emerging pharma trends and validating them with pharma customers. She is involved as a SPOC in the Clinical Transformation and Digital initiatives at HCL. Prior to HCL, Sangeetha has worked with leading IT companies as a Business Analyst and Domain Consultant. She holds a Masters in Forensic Science and an MBA from a leading B-school in India. Reach out to her at sangeetha-pr@hcl.com/ +919500055273 Jagan is Analytics Practice Leader within HCL s LSH (LifeSciences, Healthcare) Health-Analytics practice. He is a seasoned Pharma & Healthcare Management Consultant & Data Analytics Service Leader with ~17 years of experience in providing tailor-made analytical solutions to client business problems across US & Europe. Prior to joining HCL, he has been with organizations like IMS, Optum, MuSigma, IBM in their LifeSciences & Payer practice across US, Europe & India locations. 2015, HCL TECHNOLOGIES. REPRODUCTION PROHIBITED. THIS DOCUMENT IS PROTECTED UNDER COPYRIGHT BY THE AUTHOR, ALL RIGHTS RESERVED. 9
ABOUT HCL About HCL Technologies HCL Technologies is a leading global IT services company working with clients in the areas that impact and redefine the core of their businesses. Since its emergence on the global landscape, and after its IPO in 1999, HCL has focused on transformational outsourcing, underlined by innovation and value creation, offering an integrated portfolio of services including software-led IT solutions, remote infrastructure management, engineering and R&D services and business services. HCL leverages its extensive global offshore infrastructure and network of offices in 31 countries to provide holistic, multi-service delivery in key industry verticals including Financial Services, Manufacturing, Consumer Services, Public Services and Healthcare & Life sciences. HCL takes pride in its philosophy of Employees First, Customers Second which empowers its 105,571 transformers to create real value for customers. HCL Technologies, along with its subsidiaries, had consolidated revenues of US$ 6 billion, for the Financial Year ended as on 30th September 2015 (on LTM basis). For more information, please visit www.hcltech.com About HCL Enterprise HCL is a $7 billion leading global technology and IT enterprise comprising two companies listed in India HCL Technologies and HCL Infosystems. Founded in 1976, HCL is one of India s original IT garage start-ups. A pioneer of modern computing, HCL is a global transformational enterprise today. Its range of offerings includes product engineering, custom & package applications, BPO, IT infrastructure services, IT hardware, systems integration, and distribution of information and communications technology (ICT) products across a wide range of focused industry verticals. The HCL team consists of over 110,000 professionals of diverse nationalities, who operate from 31 countries including over 505 points of presence in India. HCL has partnerships with several leading global 1000 firms, including leading IT and technology firms. For more information, please visit www.hcl.com Hello there! I am an Ideapreneur. I believe that sustainable business outcomes are driven by relationships nurtured through values like trust, transparency and flexibility. I respect the contract, but believe in going beyond through collaboration, applied innovation and new generation partnership models that put your interest above everything else. Right now 110,000 Ideapreneurs are in a Relationship Beyond the Contract with 500 customers in 31 countries. How can I help you?