Survey
* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
Marketing mix modeling wikipedia , lookup
Marketing channel wikipedia , lookup
E-governance wikipedia , lookup
Predictive engineering analytics wikipedia , lookup
Global marketing wikipedia , lookup
Product lifecycle wikipedia , lookup
Sensory branding wikipedia , lookup
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.