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Align Hub Services with Sales and Marketing Goals
for Improved Product Strategy
CBI
February 27, 2014
© 2014 Protean® LLC. All Rights Reserved. Confidential and Proprietary Information of Protean® LLC.
© 2014 Protean® LLC. All Rights Reserved. Confidential and Proprietary Information of Protean® LLC.
The Goal
To create meaningful, measurable
and enduring growth
© 2014 Protean® LLC. All Rights Reserved. Confidential and Proprietary Information of Protean® LLC.
Overview
• Product versus non-product Hub branding
• Optimizing Hub services to best support
marketing efforts to providers and patients
© 2014 Protean® LLC. All Rights Reserved. Confidential and Proprietary Information of Protean® LLC.
Overview
• Product versus non-product Hub branding
• Optimizing Hub services to best support
marketing efforts to providers and patients
• How the Hub can support market access
strategy
• Best practices for aligning Hub services with
Field teams
© 2014 Protean® LLC. All Rights Reserved. Confidential and Proprietary Information of Protean® LLC.
PRODUCT VERSUS NON-PRODUCT
HUB BRANDING
© 2014 Protean® LLC. All Rights Reserved. Confidential and Proprietary Information of Protean® LLC.
Branding Defined
“The marketing practice of creating a name,
symbol or design that identifies and differentiates a
product or service from other products or
services.”
Source: http://www.entrepreneur.com/encyclopedia/term/82248.html,
© 2014 Protean® LLC. All Rights Reserved. Confidential and Proprietary Information of Protean® LLC.
Originally, branding was adopted to connect
cattle with owners
© 2014 Protean® LLC. All Rights Reserved. Confidential and Proprietary Information of Protean® LLC.
Modern Branding
© 2014 Protean® LLC. All Rights Reserved. Confidential and Proprietary Information of Protean® LLC.
© 2014 Protean® LLC. All Rights Reserved. Confidential and Proprietary Information of Protean® LLC.
© 2014 Protean® LLC. All Rights Reserved. Confidential and Proprietary Information of Protean® LLC.
Today’s focus – The strategic components of
Hub branding
Strategic
• Product Strategy
– Critical success factors
• Hub Strategy
• Hub Attribute Analyses
• Hub Attribute Importance
/ Difference Analyses
© 2014 Protean® LLC. All Rights Reserved. Confidential and Proprietary Information of Protean® LLC.
Today’s focus – The strategic components of
Hub branding
Strategic
Tactical
• Product Strategy
• Creative brief
• Creative hallmarks
• Promotional mix
– Critical success factors
• Hub Strategy
• Hub Attribute Analyses
• Hub Attribute Importance
/ Difference Analyses
© 2014 Protean® LLC. All Rights Reserved. Confidential and Proprietary Information of Protean® LLC.
Why is the Hub brand so important?
Then
The Customer Thought About
Product
Representative
Sample
© 2014 Protean® LLC. All Rights Reserved. Confidential and Proprietary Information of Protean® LLC.
Why is the Hub brand so important?
Then
Now
The Customer Thought About
The Customer Thinks About
Product
Representative
Sample
Product
Representative
Access
Hub
© 2014 Protean® LLC. All Rights Reserved. Confidential and Proprietary Information of Protean® LLC.
Major Hub Brand Audiences
Internal
• Field
– Representatives
– Sales managers
– Reimbursement teams
•
•
•
•
•
•
Sales operations
Trade
Managed markets
Legal
Regulatory
Other
© 2014 Protean® LLC. All Rights Reserved. Confidential and Proprietary Information of Protean® LLC.
Major Hub Brand Audiences
Internal
• Field
External
• Provider Offices
– Representatives
– Sales managers
– Reimbursement teams
•
•
•
•
•
•
Sales operations
Trade
Managed markets
Legal
Regulatory
Other
– Physicians
– Nurses
– Office practice managers
•
•
•
•
Consumers/Patients
SPs
SDs
Other
© 2014 Protean® LLC. All Rights Reserved. Confidential and Proprietary Information of Protean® LLC.
Major Hub Brand Audiences
Internal
• Field
External
• Provider Offices
– Representatives
– Sales managers
– Reimbursement teams
•
•
•
•
•
•
Sales operations
Trade
Managed markets
Legal
Regulatory
Other
– Physicians
– Nurses
– Office practice managers
•
•
•
•
Consumers/Patients
SPs
SDs
Other
© 2014 Protean® LLC. All Rights Reserved. Confidential and Proprietary Information of Protean® LLC.
Considerations for Hub Branding
Product Level
•
•
•
•
Smaller company
One product
Limited pipeline
One therapeutic area
© 2014 Protean® LLC. All Rights Reserved. Confidential and Proprietary Information of Protean® LLC.
Considerations for Hub Branding
Product Level
•
•
•
•
Smaller company
One product
Limited pipeline
Multiple therapeutic areas
Non-Product Level
•
•
•
•
Larger company
Multiple products
Larger pipeline
Focused therapeutic
areas
© 2014 Protean® LLC. All Rights Reserved. Confidential and Proprietary Information of Protean® LLC.
Product vs Non-product Hub Branding:
Relative Pros and Cons
Product Level
Hub Branding
Pros
1. Hub is directly linked to product
name
2. Easy to align branding elements
across promotion
3. Allows for integration of clinical and
commercial messaging
4. Can create competitive
differentiation
Cons
1. May need all-new branding
exercise, increasing costs
2. Different brands may need
different Hub services
3. Poor Hub performance can impact
product performance
4. Potential scrutiny by regulatory
agencies
© 2014 Protean® LLC. All Rights Reserved. Confidential and Proprietary Information of Protean® LLC.
Product vs Non-product Hub Branding:
Relative Pros and Cons
Product Level
Hub Branding
Non-product Level
Hub Branding
Pros
1. Hub is directly linked to product
1. Efficiency of operations / easy for
name
organization to manage
2. Easy to align branding elements
2. One-stop corporate shop
across promotion
3. Can accommodate multiple levels to
3. Allows for integrationKeep
of clinical
inand
Mind support a product portfolio and/or
commercial messaging
disease state
Many
times
the
Hub
name
is
referenced
as
4. Can create competitive
4. Poor performance may not impact
frequently as the product
name.
differentiation
product
sales
Cons
1. May need all-new branding
exercise, increasing costs
2. Different brands may need
different Hub services
3. Poor Hub performance can impact
product performance
4. Potential scrutiny by regulatory
agencies
1. Identity of launch product brand may
be diminished
2. Customer may not know the company
name vs. product name
3. Customer may have to navigate/“peel
layers” to get to the appropriate
product
© 2014 Protean® LLC. All Rights Reserved. Confidential and Proprietary Information of Protean® LLC.
Hub Branding Examples
Product
• Forteo Connect
(Forteo®)
• myHumira
(Humira®)
• EYLEA4USM
(Eylea®)
• OmniSource
(Omnitrope®)
• Cimplicity™
(Cimzia®)
Trademarks are property of individual entities.
© 2014 Protean® LLC. All Rights Reserved. Confidential and Proprietary Information of Protean® LLC.
Hub Branding Examples
Product
• Forteo Connect
(Forteo®)
• myHumira
(Humira®)
• EYLEA4USM
(Eylea®)
• OmniSource
(Omnitrope®)
• Cimplicity™
(Cimzia®)
Non-Product
• Janssen AccessOne®
(Janssen Biotech)
• Access Solutions®
(Genentech)
• MS Active Source®
(Biogen)
• IgIQ®
(CSL Behring)
Trademarks are property of individual entities.
© 2014 Protean® LLC. All Rights Reserved. Confidential and Proprietary Information of Protean® LLC.
OPTIMIZING HUB SERVICES TO BEST
SUPPORT MARKETING EFFORTS TO
PROVIDERS AND PATIENTS
© 2014 Protean® LLC. All Rights Reserved. Confidential and Proprietary Information of Protean® LLC.
Attribute Matrix – Highlights Competitive Hub Differences
Our Hub
Competitor 1
Hub
Competitor 2
Hub
Single Point of Contact Case Managers
Yes
Yes
Yes
Benefit Investigations
Yes
Yes
Yes
Prior Authorization Support
Yes
Yes
Yes
Prior Authorization Re-Certifications
Yes
Yes
Yes
PAP Support
Yes
Yes
Yes
Copay Assistance
Yes
Yes
Yes
Claims Assistance
Yes
Yes
Yes
Billing and Coding Support
Yes
Yes
Yes
Nurse Call Center Support
Yes
No
No
Telephonic Injection Training
Yes
No
No
Home Injection Training
Yes
No
No
Persistency and Compliance Support (IBC/OBC)
Yes
No
No
Web-portal for Providers
Yes
Yes
Yes
Web-portal for Patients
Yes
Yes
Yes
Attribute
© 2014 Protean® LLC. All Rights Reserved. Confidential and Proprietary Information of Protean® LLC.
Consider Service and Marketing Emphasis Where Hub
Attributes are Important to Customers and Different from
Competition
Attribute
Customer Importance
Concentrate Here
Higher
•
•
•
•
n
Nurse
Call
Center Support
- Fast time
to prevention
of RAD changes?
Telephonic Injection Training
Home Injection Training
Persistency and Compliance
Support
q4 week dosing /
dosing flexibility
•n Web-portal
for Providers
Lack of injection
-site
pain
• Web-portal
for Patients
Lower
n
Unique molecule
n
Simple device
n
Cost of Entry
Anti -TNF efficacy
•nSingle
Pointsafety
of Contact Case Mgrs
Anti -TNF
•nBenefit
Investigation
Higher drug cost versus
• Prior
Authorization
Support
non
-TNF DMARDs
•nPrior
Authorization Re-certification
SC injection
• PAP Support
n Patient care and
• Copay
Assistance
reimbursement
services
•nClaims
Assistance
Heavy promotional
n Auto
-injection device
n Lack of long -term data
n Fewer indications
- Level 1 claim
Raise Importance
Different
Low Priority
Not Different
Attribute Competitive Difference
© 2014 Protean® LLC. All Rights Reserved. Confidential and Proprietary Information of Protean® LLC.
Critical
Success
factors
Build a Hub Strategy Aligned to Product Strategy
Ensure access and
maximize conversions
regardless of channel
• Differentiate Product by
refocusing Hub
• Establish Hub as the preferred choice
• Leverage Hub conversion
expertise
• Establish value of Hub
• Deliver robust and relevant patient
• Create dissatisfaction with
non-network SPs
• Demonstrate Hub’s core
offerings are > greater than
competitors and SPs.
• Create personal relationships with key
• Promotional pieces
• Conversion rates with Hub
• New “What Hub Is”
• Hardy copy portal training
piece
•
Hub analysis
• Ease of burden promotional piece
•
Internal awareness campaign
• Feedback loop
•
Sales representative training
• Webinar series - trends in
reimbursement
•
Hub personnel training
• Personal promotion by sales
representatives and field
reimbursement teams
•
FAQs comparing Hub/SP
offerings and key metrics
Key Initiatives
Strategies
• Increase referrals through
Huby
• Expand the SOC offerings
allowing for more patient
choice on access
• Network and non-network SP
training program
• Explore options for HHN and
Alternate SOC
• 25% increase in conversion
rates for retail and SPPs
Metrics
Differentiate and
demonstrate value to HCPs
and their staff
Shape the mindset of
field stakeholders
• # of network and non-network
training completions
for Product referrals
information in a timely manner
office staff and case managers
• Case manager as an office staff
member – on demand webinar lunch
and learn
• Maintain patients until treatment failure
• Execute and operate the most robust
adherence and retention program in the
injectable therapy category
• Raise HCP expectations for adherence
and compliance
• Welcome calls to all patients
• OB calls to patients at strategic intervals
• Promotional tactics deployed to patient
sub-segments
• Feedback loop with MD
• HEOR study
• Counseling/Dietician pilot
• Care of the caregiver pilot
• Peer to peer programs (best practices)
by office managers
• Market research results
•
25% increase in referral volume
• 30% increase of patients staying on
therapy for >18 months
• Completion of training for field
teams and Hub staff
•
# of webinars
•
# of peer to peer programs
• Successful pilot programs that give stop
or move forward guidance
•
Market research results
• Increased office usage of Hub
• # of webinars
Maximize patient persistency
for positive outcomes
© 2013 Protean® LLC. All Rights Reserved. Confidential and Proprietary Information of Protean® LLC.
Key Initiatives
Strategies
Critical
Success
factors
Brand Strategic Plan – 2014 Brand Plan On-a-Page:
Get Your Hub Strategy into this Document
Increase Disease
Awareness
Maximize Hub Utilization
Regardless of Channel
• Build awareness in the community
to drive referrals to the right
disease specialist
• Establish contracting model
• Increase referrals through Hub
• Elevate cost effectiveness
• Leverage Hub conversion expertise
• Improve diagnosis
• Build awareness of dosing regimen
• Create dissatisfaction with non-network SPs
• Elevate disease awareness across
all relevant specialties
• Expand the administration offerings allowing
for more patient choice on access
Disease and Product Neutral
Network
An unbranded interactive online
Community
• Economic value proposition slides
• Provides connectivity amongst
HCPs invested in this disease
• US Budget impact model
• Connects with peers across
specialties for expert advice
• AMCP dossier
• Number of referrals to treating
physicians and clinics
• Promotional pieces
• Conversion rates with Hub
• New “What Hub Is”
• Hardy copy portal training piece
• Webinar series - trends in reimbursement
• US PE Model
• Tier 2 contracting
• Builds network of HCPs interested
in treatment of this disease
• Number of registrants in program
Metrics
Ensure Positive
Formulary Status
• Network and non-network SP training
program
• Explore options for HHN and Alternate SOC
• 90% of payers believe that product is
equally or more cost effective than other
products
• 75% of payers believe that product has
equal or better dosing regimen for
patients to remain compliant.
© 2014 Protean® LLC. All Rights Reserved. Confidential and Proprietary Information of Protean® LLC.
• 25% increase in conversion rates for retail
and SPPs
• Number of network and non-network training
completions
• Number of webinars
HOW THE HUB CAN SUPPORT MARKET
ACCESS STRATEGY
© 2014 Protean® LLC. All Rights Reserved. Confidential and Proprietary Information of Protean® LLC.
Marketing and Hub Macro Launch Planning
Launch
-24 Months
Launch
-18 Months
Launch
-12 Months
Primary
Marketing
Research
Attribute
Analysis
Hub RFP
Qualitative
Customer
Insights
- MD
- Patient
- Payer
Importance /
Difference
Product
Positioning
Advisory
Boards
Hub /
Distribution
Assessment
Access /
Reimbursement
Options
Advisory
Boards
Selection/
Contracting
Advertising /
Promotion
Concept Testing
Message Testing
Sales / Access
Team Size &
Structure
© 2014 Protean® LLC. All Rights Reserved. Confidential and Proprietary Information of Protean® LLC.
Launch +
Professional /
Patient
Promotion
Begins
Hub /
Distribution
Network
Activation
Performance
Monitoring
A well-designed Hub can Support Critical
Market Access Initiatives
General Awareness
Access to Product
Call Center Services
Offers inbound and outbound services to patients and
physicians
Clinical Nursing Support
Educate patients, physicians, and their staff on the
product and administration technique
Reimbursement Services
Address and overcome coverage /financial barriers
Customized Programs for Patient Access
REMS
Ensure proper utilization / reduce AE risks
Nursing Services
Address and overcome service barriers
Patient Adherence
Therapy-specific adherence programs
Administered through reimbursement, clinical call
center, clinical liaison, and site of care service
coordination
Impact
Increased referrals • Positive patient response to therapy
• Positive market position for product
© 2014 Protean® LLC. All Rights Reserved. Confidential and Proprietary Information of Protean® LLC.
Data Management
and Analytics
Typical Data
Database
Patient Information
Effective use of
data will help
drive marketing
strategies, tactics
and ultimately
results.
•
•
•
•
•
•
•
•
•
Gender
Age
Diagnosis / Severity
Frequency of MD Visits
Length of Therapy
Prior Therapy
ZIP Code
Physician
Payer
Analytics
Prescription Information
•
•
•
•
Rx fills
Compliance
Adherence
Persistence
Interventions
•
•
•
Outbound calls
Direct mail
Other
© 2014 Protean® LLC. All Rights Reserved. Confidential and Proprietary Information of Protean® LLC.
Marketing Mix
Optimization
Hubs and Other Intermediaries Can Provide
Critical Data that is Actionable
Common Services
Specialty
Pharmacy
Access
Nursing
Call Center
Fulfillment
Data and reporting from
SPs under contract
HUB
Aggregated data rollup from
contracted SPs as well as
HUB collected specific data
Manufacturer
© 2014 Protean® LLC. All Rights Reserved. Confidential and Proprietary Information of Protean® LLC.
Example of Types of Information to
Inform Strategy
Specialty Pharmacies
Field Sales Teams
Field Reimbursement
Teams
Managed Markets
Teams
Marketing
• Referrals from HUB
• Training Requests
• Requests Fulfillment
Items
• Product Education
• Clinical Education
• Adherence and Compliance
• Referral Notifications per Business Rules
• New
• Pending
• Referral Status
• Days to Clear Referral from HUB
• SPP Ship Dates
•
•
•
•
• Customized Reports
• Days to Clear Referral from HUB
• SPP Ship Dates
Referral Notifications per Business Rules
Referral Status
Referrals by Payer
Days to Clear Referral from HUB
• Referrals by Payer Type per Business Rules
• Payer Trends
• SPP Data per Business Rules
• Referral Reports by Nation, Region, District Territory
• National Payer Reports
• Specialty Pharmacy Score Cards with Defined Metrics
© 2014 Protean® LLC. All Rights Reserved. Confidential and Proprietary Information of Protean® LLC.
BEST PRACTICES FOR ALIGNING HUB
SERVICES WITH FIELD TEAMS
© 2014 Protean® LLC. All Rights Reserved. Confidential and Proprietary Information of Protean® LLC.
Planning in Silos may Limit Field “BuyIn”
Field
Marketing
HUB
© 2014 Protean® LLC. All Rights Reserved. Confidential and Proprietary Information of Protean® LLC.
Optimal – HUB planning fully integrated
with Marketing and Field planning
Marketing
HUB
Planning
© 2014 Protean® LLC. All Rights Reserved. Confidential and Proprietary Information of Protean® LLC.
Field
Well managed, engaged Representative
driven by a solid Hub brand
Representative
Hub
© 2014 Protean® LLC. All Rights Reserved. Confidential and Proprietary Information of Protean® LLC.
Patient on Product
Poorly managed, disengaged if Hub brand
is sub-optimal and not aligned with field
?
?
Representative
?
© 2014 Protean® LLC. All Rights Reserved. Confidential and Proprietary Information of Protean® LLC.
?
Involve the Field with Hub Design and
Performance Management
• Establish field advisory team
– To inform
– To monitor
• Align Hub teams to zip to field territory
alignments
• Provide appropriate access to data and reports
• Establish field alerts
• Conduct internal and external qualitative or
quantitative research
© 2014 Protean® LLC. All Rights Reserved. Confidential and Proprietary Information of Protean® LLC.
Summary
• Product versus non-product Hub branding
 The choice depends on a variety of factors
• Optimizing Hub services to support marketing efforts
 Hub design and implementation should be a key component
of the brand strategic and tactical plan
© 2014 Protean® LLC. All Rights Reserved. Confidential and Proprietary Information of Protean® LLC.
Summary
• Product versus non-product Hub branding
 The choice depends on a variety of factors
• Optimizing Hub services to support marketing efforts
 Hub design and implementation should be a key component
of the brand strategic and tactical plan
• How the Hub can support market access strategy
 Align Hub services to access initiatives
• Best practices for aligning Hub services with Field teams
 Engaging field stakeholders in hub design can help ensure
alignment and optimal implementation/monitoring
© 2014 Protean® LLC. All Rights Reserved. Confidential and Proprietary Information of Protean® LLC.
Remember The Goal
To create meaningful, measurable
and enduring growth
© 2014 Protean® LLC. All Rights Reserved. Confidential and Proprietary Information of Protean® LLC.
QUESTIONS
© 2014 Protean® LLC. All Rights Reserved. Confidential and Proprietary Information of Protean® LLC.
Questions?
© 2014 Protean® LLC. All Rights Reserved. Confidential and Proprietary Information of Protean® LLC.