Knowledge Acquisition Group Biopharm Capabilities (Q3.2015)

Knowledge Acquisition Group
Charlie Coleman
(678) 936-8085
CColeman@KnowledgeAcquisitionGroup.com
https://www.linkedin.com/in/colemancharles/
Annetta Coleman
(678) 936-8087
AColeman@KnowledgeAcquisitionGroup.com
https://www.linkedin.com/in/annettacoleman/
Website: www.KnowledgeAcquisitionGroup.com
Strengths & Capabilities
Harnessing the Power of Forensic Benchmarking®

Biopharm Capabilities Update: Q3.2015
The experienced team to provide actionable results
Value Proposition
The Knowledge Acquisition Group has numerous differentiators that
provide value beyond traditional research and consulting firms.
• Our exclusive research methodology, Forensic Benchmarking® enables us to provide
deeper, more compelling insights via our ability to conduct benchmarking and
detailed case studies against competitors.
• We have extensive core strength and unparalleled synergy between our
Market Research, Competitive Research and Operations Research techniques.
The overlap of these research areas is a sweet spot of advantage which amplifies
our results in each area.
• We THINK like our clients. We provide superior quality of action. Results are
insightful, actionable and predictable. These results provide a quantifiable ROI
and place clients in a position of competitive advantage.
• We can go beyond the research report. We provide recommendations on
what strategies to implement but also how to implement those strategies.
We provide a Road Map to implementation success that will avoid implementation
Road Blocks. We can also provide implementation guidance services to make our
recommendations a reality.
page 1
The Knowledge Acquisition Group has unique expertise to solve tough commercialization problems and
the proven industry experience to drive competitive advantage.
Forensic Benchmarking®
Superior
Quality of Action
Implementation Road Map

The Knowledge Value Chain
page 2
The Knowledge Acquisition Group goes beyond knowledge-based market
analytics to provide actionable recommendations and predictable outcomes.
• Intelligent Implementation is the successful implementation of well-
researched best practice actions in harmony with the client’s corporate
culture. The result is a widely accepted, timely, on-budget implementation
that will drive competitive advantage.
• Adaptive Learning is a fundamental tool in our skillset which focuses
on benchmarking best-in-class competitors and the adoption of the
right subset of best practices. This enables the development of
strategies that anticipate and resolve commercial issues in a
changing business environment.
• Knowledge Acquisition is the bedrock of our expertise. Our
company and agency industry experience provides deep
market awareness well beyond our superior
market analytics.
The unique expertise of the Knowledge Acquisition Group provides the ability to benchmark industry
competitors and manage the implementation of best practices that will drive competitive advantage.
Data
Information
Knowledge
Adaptive Learning
Intelligent
Implementation

Develop Benchmarking Plan
•Select product, service or process to benchmark
•Identify & analyze internal & external stakeholders and
culture
•Identify Key Performance Metrics to be measured
•Select companies, organizations and/or competitors who will
be benchmarked
Collect / Analyze Benchmark Data
•Collect data via primary interviews, surveys, Market
Research and/or Competitive Research methods
•Identify competitive standard & best performance practices
•Complete gap analysis
•Analyze best methods for change within the corporate
culture
Adopt / Implement Benchmark Practices
•Communicate findings / gain acceptance from internal
stakeholders
•Develop functional direction
•Develop action plan that will enable meaningful &
measureable results
•Full or pilot implementation of Forensic Roadmap
•Measure results / confirm sustainable practice
Achieve Predictable Benchmark Results
•Communicate implementation results to internal
stakeholders
•Complete implementation of adopted benchmark practices
•Finalize control measures to establish predictable outcomes
Forensic Benchmarking® Method
page 3
• Competitors
• Collaborative Peer Groups
• Internal Divisions
Who to Benchmark?
Why Benchmark?
• Preparing for New Ventures
• Preparing for Product Launch
• Respond to Competitive Intrusion
• Develop Competitive Advantage
• Identify Ways to Stimulate Brand Loyalty
• Match / Leapfrog Competitor Programs
• Gain Efficiencies / Performance Optimization
• Cost Reduction / Budgeting Preparation
• Rethink Existing / Develop New Strategies
• Management / Organizational Change
• Industry Gold Standard Companies
• Out of Industry Best Practices Companies
Forensic Benchmarking® surpasses standard benchmarking methods via its inherent ability to benchmark
competitors and includes internal & external stakeholder involvement to improve success / acceptance.
Forensic Benchmarking® is a registered trademark of the Knowledge Acquisition Group

The Road Map to Implementing Knowledge-based Actions
Page 4
The implementation of new commercial best practices is similar to planning a journey.
A worthwhile journey requires research, investigation into the best destination venues and an
intelligent roadmap that identifies roadblocks so they can be avoided.
The Knowledge Acquisition Group provides an Implementation Road Map that goes beyond
knowledge-based market analytics to provide actionable recommendations and predictable
outcomes.
Forensic Benchmarking® provides a
combination of data-driven
analytics and processed-focused
analytics to reveal not only the
what but also the why and the how
of the solution.
Adaptive Learning applies lessons
learned from industry
benchmarking and competitor case
studies to the client’s unique
culture and market situation.
The Implementation Road Map provides
a well-researched gap analysis of current
vs proposed position, detailed
recommendations and the
implementation steps for efficient
deployment.
Forensic Benchmarking® and case
studies enable the identification of
implementation road blocks so that
visionary detours can be developed.
The Implementation Road Map enables Knowledge Acquisition Group clients to leap frog their
competitors with maximum Return on Innovation and efficient organizational change management.

Project Case Study
Page 5
ForensicBenchmarking®&AdaptiveLearningWorkshop
InRareDiseaseCategorywithHCP
AdministeredInjectables
Renovated traditional sales approach to fit prescribing MDs in ultra-specialty prescribing niche. Developed an efficient model for delivery of
patient services that met the gold standard service model at a 50% annual savings over preliminary budget. Retained for guidance during
the 60-day implementation of the service model inclusive of establishment of a mobile nurse administration program.
Client Problem Statement: Global pharma client in pre-launch phase for a specialty pharmaceutical product in
rare disease category with following research goals:
1. Profile prescribing MDs
2. Develop a patient service model (for HCP administered injectable drugs) that would effectively meet or
exceed the service models of their competitors within fixed budget constraints
Research Phase:
• Used Market Research & Competitive Research tools for thorough prescribing MD profiling study.
• Used Operations Research & Competitive Research tools to investigate competitor patient service model
research including enrollment methods, distribution options, call center & mobile nursing support, financial
assistance and organizational studies.
• Used Forensic Benchmarking® to complete a benchmark investigation which enabled us to complete key
comparative analytics and identify areas of category best practice and/or pitfalls to avoid.
Recommendations / Implementation Phase:
• We worked with the product management & sales operations team to overhaul the sales approach due to
ultra-specialty prescribing niche and need to educate referring MDs.
• A 2-day Adaptive Learning workshop was conducted with the product & marketing operations team to detail
the various patient service models and develop an economical strategy that would maximize touch points
with patients and MDs, maximize patient perception of service assistance (nursing and patient assistance
programs) while minimizing the work and cost involved in achieving access, financial assistance and patient
enrolled in Mobile Nurse Administration Program.
• We supported the research project team in the presentation of insights to the brand team executives gaining
support and eager approval for implementation.
• We were retained to provide guidance for the implementation of the patient service model.

Tools & Techniques

Multi-disciplinary Expertise Provides Unparalleled Synergy
Page 7
Forensic Market Research:
• We provide deeper, richer insights vs traditional Market Research due to our multi-disciplinary expertise in both Competitive
Intelligence and Operations Research.
• We go well beyond simply reporting market insights… We provide exceptional analytics and actionable recommendations.
• Traditional market research firms don’t have the ability to research competitor processes or organizational differentiators.
Forensic Operations Research:
• We assess operational & organizational
activities (e.g. customer service,
outsourcing & organizational
strategies, core competencies,
incentive strategies) to enable clients
to maximize competitive advantage.
• Forensic Operations Research is
infused with Competitive Intelligence
and Market Research, we research
competitor and industry best practices
to illuminate competitive
differentiators.
Forensic Competitive Intelligence:
• Our Forensic Benchmarking©
methodology enables us to efficiently
and effectively provide results that are
deeper, more meaningful and more
actionable than can typically be gained
by conventional methods or
consultancies. Such findings are not
accessible through conventional CI or
MR,
• Prior experience on the commercial
side focuses us on actionable results.
Deep industry-specific multi-disciplinary expertise results in superior research outcomes, improving
predictability, overall confidence and significantly improving the ROI of research.

Forensic Market Research
page 8
The Knowledge Acquisition Group has extensive expertise in developing
custom research solutions based upon over 25 years of dedicated market
research experience in the global healthcare industry.
• Research solutions designed around client business needs to enable short-term and
longer-term decision making
• All research solutions custom designed using a myriad of creative methodologies to
uncover answers to client business issues
 Online and offline research services
 Online pre-recruited respondent panels
• Proprietary recruiting techniques that reach lowest incident respondent groups
• Analytical reporting that delivers a rich story that eliminates guess work and provides
increased predictability, while delivering a quantifiable ROI
Qualitative Research Solutions
• Full service qualitative research capabilities
 Services include in-person depth interviews; focus
groups; depth telephone interviews, online focus
groups, interviews, diary studies, etc.
• Superior facilitation/moderation capabilities; performed only
by senior staff members enables richer, deeper findings
• Novel research methodologies to quickly and efficiently assess
critical research findings that improve predictability in
challenging research assignments.
Quantitative Research Solutions
• Full service quantitative research capabilities:.
 Services discrete choice/conjoint analyses, customer
segmentation, concept testing, cluster analysis, attitude,
awareness and usage, pricing research, etc.
 Capabilities include both offline and online capabilities
• Proprietary analytical methodologies designed to address the
challenges of small/low incident populations and extremely
complex business challenges
Unparalleled Market Research results that are insightful, actionable and predictable. These results
provide a quantifiable ROI and places clients in a position of competitive advantage.

Forensic Competitive Intelligence
page 9
Limited
Overhead
Senior Contributors
with 20+ years average
industry experience
No Entry Level Staff
(who develop their expertise at
client expense)
Deep industry-specific expertise and unique tools maximize the value of Competitive Intelligence.
The Competitive Intelligence capabilities of the Knowledge
Acquisition Group are built on over 40 years of performing
Competitive Intelligence in the healthcare industry.
• Primary interviewing of carefully targeted sources typically is the basis for 95% of
our insights
• All of our analysts have extensive industry experience… We THINK like our clients.
• Our experience with major regulatory agencies and payers provide deep knowledge
of market access issues
• Proactive competitor monitoring capabilities designed to assess specific parameters
that will disarm competitors and builds a platform to develop a sustainable
competitive advantage.
Clinical Competitive Intelligence Capabilities
• The Knowledge Acquisition Group has experience in
virtually all disease states and markets
• Our global network of opinion leaders and commercial,
medical and business executives enables access to the
most difficult-to-reach sources
Commercial Competitive Intelligence Capabilities
• Equipped with our proprietary data collection and analytical
tools the Knowledge Acquisition Group is able to provide our
clients with deeper, more meaningful knowledge and analysis
of competitive situations.
• We specialize in illuminating forensic details that accurately
explain the how and why for competitor actions – enabling
clients to selectively leapfrog their competition.

Forensic Operations Research
page 10
What is Operations Research?
• Operations Research is the analysis of how commercial operations are accomplished and
what can be done to improve the efficiency and efficacy of these operations which affect
competitive advantage.
Examples of Commercial Processes / Activities / Strategies that can
benefit from Operations Research:
• Commercial Operations Research:
 Sales / Marketing / Product Positioning / Promotional Activities & Pricing
 Supply Chain / Procurement / Distribution
 Manufacturing
• Service Operations Research:
 Customer Service Call Centers
 Customer Support Functions
• Functional Operations Research:
 Financial Operations
 Information Technology Strategy & Delivery
 Human Resources / Legal / Corporate Communications
• Organizational Studies:
 Line Management vs Matrix Management
 Employee vs Contractor vs Outsourced Models
 Salary & Incentive Plans
Forensic Operations Research is amplified via Market Research and Competitive Research enabling
identification/adoption of best-in-class competitor differentiators.
The Operations Research
Capabilities of the
Knowledge Acquisition
Group are built on over 30
years of performing
Operations Research in
health care, manufacturing
and service organizations.

Research Timeline in the Product Lifecycle
page 11
Clinical / Pre-Launch Launch Growth / Life Cycle Extension Maturity
The Knowledge Acquisition Group provides compelling insights and solves commercialization problems
throughout the product lifecycle.
Competitive Landscape MonitoringLandscape Assessments (Competitor, Market,
Regulatory)
Product Licensing / Technology / Due
Diligence Evaluations
KOL Mapping / Treatment MD Profiling
Competitor Sales Organization Research / Messaging Assessments & Blunting
Strategic Gaming Exercises
Voice of MD / Voice of Patient Research
Exploratory Market Research
Payer and Market Access Investigations
Launch Preparation (Strategy, Sales & Marketing, Organizational,
Customer Service)
Competitor Threat Assessment & Abatement
Attitude, Awareness, Usage Research
Branding / Positioning Research
Segmentation & Valuation / Forecasting Research
Satisfaction / Retention Research
Conference Coverage
Competitor & Industry Commercial Operations Research
Competitor & Industry Case Studies / Best Practice Analyses

Forensic Benchmarking® Surpasses Traditional Research Methodologies
Page 12
Methodology
Level of
Detail
Best
Practices
Time Frame
Insights
Targeted depth analysis of subset of category, mostly primary
interview insights, trends, evolving strategies and best practices
Micro analysis of targeted competitors provides detailed insights
(may include commercial capabilities, resourcing, incentives,
technologies used, MD strategies & patient services, etc.)
Illuminates targeted competitor positioning using detailed
comparators which drive competitive advantage. Identifies
detailed Best Practices at a micro level (may not all reside in
same leading competitor)
Case studies can identify the history of key comparators and
evolving strategies. What comparator changed, when, why, how
and the impact of the change
Provides predictable insights on how to leap frog into
competitive position and a Road Map to achieve these results
What are the Benefits of Forensic Benchmarking?
• Highly consultative:
o Effective project execution through a collaborative
approach with client project teams
• Highest Degree of Accuracy:
o Most accurate picture of competitor commercial
strategies
o Extensive primary interviews
o Defines Best Practices and how the best practices
are achieved
o Identify optimal service levels to achieve success
while minimizing trial and error
• Powerful, Flexible and Interactive:
o Avoid the mistakes made by competitors while
benefiting from lessons learned
o Widely scalable to solve short and long term
problems
• Efficient:
o All senior contributor model provides the experience
and drives to actionable conclusions
• Cost Effective / Value Added:
o More economical than mainstream consultancies
o Provides greater insights & implementation roadmap

Expertise in Biopharm

Our clients & Biopharm Therapeutic Areas
page 14
The Knowledge Acquisition Group has worked directly or indirectly for nearly
every major global pharmaceutical and biotechnology company
• ADHD
• Alzheimer’s
• Animal Health
• Anti-inflammatory
• Anti-viral
• Cardiovascular
• CNS
• Depression
• Dermatology
• Endocrinology
• Gastrointestinal
• Haematology
• HIV
• Immunology
• Infectious Disease
• Medical Devices
• Metabolic Disorders
• Multiple Sclerosis
• Nephrology
• Neurology
• Oncology
• Ophthalmology
• Osteoporosis
• Pulmonary Hypertension
• Rare Genetic Diseases
• Respiratory
• Rheumatoid Arthritis
• Sexual Dysfunction
• Sleep Disorders
• Pain
• Women’s Health
• Wound Care
• Urinary Disorders
The Knowledge Acquisition Group
has successfully completed client
projects in countries shaded blue
and have dedicated Preferred
Partners in areas highlighted with
red stars
Our Clients
Global Coverage
Therapeutic
Areas

Capabilities
page 15
The Knowledge Acquisition Group specializes in depth investigation into the
commercial, development and competitive aspects of our client’s business.
Using our proprietary Forensic Benchmarking® methodology along with industry
approved techniques for primary market research and competitive intelligence,
we gather detailed insights, identify best practices and transform those detailed
insights into actionable recommendations that enable our clients to reach
competitive advantage. Our change management approach enables us to right-
size the recommendations to fit within our client’s corporate culture and
streamline the acceptance and implementation of the recommendations.
Knowledge Acquisition Group has an extensive history of completing assignments
in an accurate and timely manner with the superior analytics comparable to top
tier consultancies. We can provide budget-conscious, fixed fee pricing by
leveraging our existing global network of experienced senior contributors, the
latest in productivity tools and by carefully managing overhead.
With more than 20 years of service to our global pharmaceutical, biopharm,
medical device and healthcare clients, the Knowledge Acquisition Group has
developed an extensive repertoire of experience. Key capabilities include:
• Forensic Benchmarking® & Best Practices
• Qualitative & Quantitative Market Research
• Competitive Intelligence
• Payer Relations / Buyer Decision Models
• Accountable Care Organization Analysis
• Specialty Pharmacy / Distribution Analysis
• Business Development & Due Diligence
• Management Consulting Services
• Organizational Analysis & Change Mgmt
• Operational Process Strategy & Engineering
• Strategic Planning & Portfolio Management
• Life-Cycle Management
• Emerging Market (BRIC) Analysis
• Meeting, Congress & Symposia Coverage
Specialization
Experience
Delivery

Personal Qualifications of Select Principals & Partners
page 16
Knowledge Acquisition Group Founding Partner & Sr. Knowledge Acquisition Expert specializing in
Competitive Intelligence, Due Diligence, Managed Markets and Business Development. Charles has
an engineering degree and MBA with career history in marketing and strategic planning at the Coca
Cola Company and business development at Bausch & Lomb before founding the precursor to the
Knowledge Acquisition Group in the early 1990’s.
Knowledge Acquisition Group Managing Partner & Sr. Knowledge Acquisition Expert specializing in
Forensic Benchmarking®, Best Practices, Organizational Analysis, Operational Process Strategy and
Qualitative Market Research in numerous industries. Annetta has an honors degree in business and
an MBA. Additionally she has a black belt certification in Lean Six Sigma analysis. Her career history
includes Deloitte & Touche, Price Waterhouse Coopers and General Electric managing complex global
organizational benchmarking and global process engineering projects from problem statement
through solution delivery prior to joining the Knowledge Acquisition Group in 2004.
Our broad network of key contract partners have global pharmaceutical expertise including:
• Bench Science
• Pharmacology
• Preclinical & Clinical Trial Design & Mgmt
• Hospital Pharmacy
• Product & Sales Management
• Market Access
• Regulatory Strategy
• Specialty Pharmacy
Charles
Coleman
Annetta
Coleman
Global
Network
Partners

Knowledge Acquisition Group Biopharm Capabilities (Q3.2015)

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