Promotional Tracking with ZoomRx A Case Study
CONTENTS Market Situation Promotional Tracking with ZoomRx - Process - Key Questions - Going beyond Share of Voice & Share of Mind: Unique Insights - ZoomRx Value Learnings & Conclusion
MARKET SITUATION MESSAGING & COUNTER- MESSAGING IN A SUPPLY CONSTRAINED MARKET The client was entering an established market dominated by an entrenched incumbent who was facing an acute supply shortage for their market leading product. The incumbent had an experienced sales force with strong and long-standing relationships with the treating specialists predominantly geneticists. On the other hand, the clientʼs product was its first significant foray selling directly to geneticists. And the client sales force was smaller, less experienced, and had fewer long-standing relationships. The supply shortage meant that the incumbentʼs sales force was in a defensive position. Their field force was largely limited to discussing the supply situation - its causes, effects, and the expected future date when supply would be back to preshortage levels. This provided the client field team a window to reach the treating physicians and detail in an environment where they could focus on the clinical benefits its efficacy, safety, and tolerability profile and slowly gain mind share for its newer product. In this market situation, the client wanted to track: 1. How its sales force was performing on it promotional brief focus on the clinical benefits 2. Understand how the competition was messaging regarding the supply situation 3. Understand how the competition was counter-messaging against their product This case study looks at how the client team used the ZoomRx Promotional tracking platform to stay atop their market
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: - Is client field force on message - What is competition saying - How is prescription behavior related to call volume & messages Recruit Mobile Panel Recruited a panel of 50 treating HCPs (doctors and Allied Health Professionals from the customer list Design Survey Questionnaire Designed a survey that will shed light on key issues by taking advantage of ZoomRxʼs 3D (Quantitative, Qualitative, and Longitudinal data) approach to tracking promotional activity Collect Frequently Collected quantitative, qualitative & longitudinal data on call activity from the panel once every 2 weeks! Analyze & Present Insights - Analyzed the data for insights and presented findings to a client team every 4 weeks! - Made data accessible and interactive via the ZoomRx ipad app and web dashboard!
THE PROCESS Panelists 50 Geneticists and AHPs report in detail on Sales Calls received calling company, call duration, key takeaways, & usefulness Frequently & are very Responsive Twice a month 85% report multiple calls per wave
THE KEY ISSUES WORKING WITH THE CLIENT TEAM, ZOOMRX IDENTIFIED 4 SETS OF KEY ISSUES 1. ON MESSAGE? 1. Was the client field force staying on message discussing the clinical benefits of the product? 2. How was the perceptions of the productʼs clinical performance moving based on this adherence to message? 2. COUNTER MESSAGING 1. How was the competition counter-messaging against the client product? 2. Was the competition focusing on their long term data in countering the new product? 3. EYE ON SUPPLY 1. What was the competition saying about the ongoing supply situation? 2. How was the AHPʼs perception of the competition changing based on the continuation of the supply situation? 4. IMPACT ON BEHAVIOR 1. Ultimately, how was the sales call volume, detailing, and message recall translating to prescription behavior?
GOING BEYOND SHARE OF VOICE & SHARE OF MIND UNIQUE INSIGHTS Tracking messaging data & perceptions showed: 1. Most MDs believed that the supply was going to be a long term issue, but still perceived the client product as new and unproven 2. The competition was focusing a large part of their messaging on calling out their long-term data compared to the client's ʻnew & unproven productʼ BIGGEST OPPORTUNITY: FOCUS ON CLINICAL BENEFITS
GOING BEYOND SHARE OF VOICE & SHARE OF MIND UNIQUE INSIGHTS Longitudinal analysis of message recall identified: 1. Client messages on efficacy were not ʻstickyʼ and were getting overwritten by the secondary message of supply availability 2. The persistence of ʻavailabilityʼ in the recall of the HCPs unintentionally framed the product choice along the dimension of supply as opposed to clinical benefit LONGITUDINAL ANALYSIS OF MESSAGE RECALL Drug outperforms competition by 12% on end-point 1 & is available Drug performs comparably to competition on endpoint 1 & is available Drug has some efficacy data& is available Drug is available SALES CALL TIME WHAT HCP RECALLS WAVE 1 WAVE 2 WAVE 3 WAVE 4
GOING BEYOND SHARE OF VOICE & SHARE OF MIND UNIQUE INSIGHTS Geographic analysis of message recall voice snippets identified: 1. Client reps in the Northeast were consistently focusing on availability as opposed to clinical benefits 2. Competition reps in the Pacific-Northwest were most aggressively counter-messaging on ʻlack of long term dataʼ PCIFIC NORTHWEST COMPETITION IS COUNTERING WITH LONG TERM DATA NORTHEAST CLIENT IS AVAILABILITY FOCUSED We have long term data They don t have 20 years of clinical data Supply will be back in 2 months Our drug is available at full dosage Patients can get on drug today 12% advantage on End Point 1 Supply constraint is a short term issue
GOING BEYOND SHARE OF VOICE & SHARE OF MIND UNIQUE INSIGHTS Response modeling analysis of sales calls identified: 1. Perception of client drugʼs efficacy was strongly correlated to: differential call volume = (# of sales calls by client - # of sales calls by competitor) 2. Perception of likely duration of supply situation was determined only by competitor call activity and NOT by client call activity 3. Prescription behavior for client product was mostly predicted by the combination of: 1. Perception of client productʼs efficacy 2. Perception of likely duration of supply situation
THE UNIQUE VALUE ZoomRx provided the following unique value to promotional tracking effort at the client: 1. Real time market data:! Requiring to track 2 kinds of significant change early interactions with the HCPs for the client & supply issues for the incumbent the client found tremendous value in the near-real time nature of ZoomRx. 2. Recruit Once; Use Repeatedly:! Given the challenges of recruiting HCPs 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 study message stickiness:! One of the most important value elements of ZoomRx for the clientʼs promotional tracking effort was the ability to study message stickiness and recall erosion for the HCPs over the weeks following a sales call.! 4.Mix of quant, qual, and longitudinal data leads to powerful response modeling:! By providing 3-dimensional tracking data (quant, qual & longitudinal) to the client, ZoomRx enabled a wide range of mathematical models to be run to understand how sales activity impacted ultimate prescription behavior 5. Interactive data enabled easy identification of geographic patterns:! ZoomRx Geographic Dashboards enabled the client team to interact with their data and unearth key actionable insights on the geographic patterns & share the data easily with the sales leadership!!
LEARNINGS & CONCLUSIONS ZoomRx promotional tracking was very well-received by the end client. Specific learnings from this study include: 1. Go beyond Share of Voice & Share of Mind:! For far too long promotional tracking has focused on just these metrics. While these metrics are undoubtedly necessary to track, they seldom are sufficient. With ZoomRx Promotional Tracking, the client was able to go beyond just share of mind and share of voice and access much richer promotional narratives that are ultimately moving the market. 2. Message Stickiness is key:! This promotional tracking effort once again emphasized the value of tracking individual HCPs longitudinally. This enabled the client to view individual HCPʼs message stickiness and recall erosion over time. The insights generated from this process were shared with the sales leadership and impacted the sales training & POA process directly and immediately. 3. Voice of the Customer provides great value:! Yes, Quantitative analysis is the cornerstone of promotional tracking. But this study once again brought out the importance and value that qualitative voice snippets from customers bring. This feature of ZoomRx Promotional Tracking provided an added dimension & richness that traditional tracking studies are not able to offer.! 4. Ultimately, is sales activity impacting prescription behavior:! Good promotional tracking has to go beyond tabulating activity & recall. For promotional tracking to be truly effective, it has to ultimately understand how sales activity is impacting prescription behavior. ZoomRxʼs ability to do this was the holy grail.!
With ZoomRx I have such rich promotional tracking data. It is like being on a 100 rep rides every 2 weeks.. Sr. Director, Market Research & Commercial Analytics @ Client READY TO ENRICH YOUR PROMOTRIONAL TRACKING Set up a capabilities meeting info@zoomrxresearch.com (617) 401-2355