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Amp Idea Inc Solutions

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    Amp Idea Inc Solutions Amp Idea Inc Solutions Presentation Transcript

    • Optimize the Role of Predictive Analytics For Rep Effectiveness Using Patient Longitudinal Data Amp Idea, Inc. Amplify your idea www.ampideainc.com All information contained within is strictly confidential. Information cannot be copied, forwarded or transferred to another third-party without prior written consent from Amp Idea, Inc.
    • Historical Pipeline - New Product Launches Drug-1 High Drug-2 Revenue : $$$ Drug-N All information contained within is strictly confidential. Information cannot be copied, forwarded or transferred to 2 another third-party without prior written consent from Amp Idea, Inc.
    • Current Pipeline - New Product Launches Low Drug-1 Revenue Drug-2 $ Drastic Reduction in New Drugs Approval All information contained within is strictly confidential. Information cannot be copied, forwarded or transferred to 3 another third-party without prior written consent from Amp Idea, Inc.
    • Problem Reduced revenue and margin due to shrinking drug pipeline. Current Historical Marketing and sales budgets are shrinking while the pressure is mounting All information contained within is strictly confidential. Information cannot be copied, forwarded or transferred to 4 another third-party without prior written consent from Amp Idea, Inc.
    • Sales Practices Losing Effectiveness Traditional Call Allocations  List of “No See” doctors is increasing,  Average length of sales calls has been reduced by physicians. All information contained within is strictly confidential. Information cannot be copied, forwarded or transferred to 5 another third-party without prior written consent from Amp Idea, Inc.
    • Improved Call Plans Using Patient Data Traditional Call Allocations Optimal Call Allocations All information contained within is strictly confidential. Information cannot be copied, forwarded or transferred to 6 another third-party without prior written consent from Amp Idea, Inc.
    • Result Millions of dollars of wasted sales resources in sub optimal sales territories Research shows that over 80% of sales territories have significant design flaws and targeting issues. All information contained within is strictly confidential. Information cannot be copied, forwarded or transferred to 7 another third-party without prior written consent from Amp Idea, Inc.
    • Traditional Marketing Analytics Promotion Sales Data Data Resource Allocation Analytics All information contained within is strictly confidential. Information cannot be copied, forwarded or transferred to 8 another third-party without prior written consent from Amp Idea, Inc.
    • Traditional Marketing Analytics Promotion Sales Data Data Resource Allocation Analytics “90% reps finds Call Plans to be inadequate”. All information contained within is strictly confidential. Information cannot be copied, forwarded or transferred to 9 another third-party without prior written consent from Amp Idea, Inc.
    • Filling Blind Spot Promotion Payer Patient Sales Data Data Data Data Resource Allocation Analytics “90% reps finds Call Plans to be inadequate”. All information contained within is strictly confidential. Information cannot be copied, forwarded or transferred to 10 another third-party without prior written consent from Amp Idea, Inc.
    • Patient/Payer Data  Conventional resource optimization solutions are silo- based, and often ignore other local market dynamics, including:  Patient and disease indication composition  Formulary tier and co-pay differential All information contained within is strictly confidential. Information cannot be copied, forwarded or transferred to 11 another third-party without prior written consent from Amp Idea, Inc.
    • Brand A Increases Marketing Budget - No Sales Impact Brand A Physician Market Brand A Brand B Doctors Specialty Decile (Share Cluster (000) Share Share Segment) V-L 800 $80,000 Primary Care Very High Low 25% 75% V-H 1,200 $120,000 Primary Care Very High High 60% 40% Why does Brand A have low share among Physician Cluster V-L?  Formulary Status  Disease Indication All information contained within is strictly confidential. Information cannot be copied, forwarded or transferred to 12 another third-party without prior written consent from Amp Idea, Inc.
    • Prescription - Marketing EffortsPhysician Focused Physician E-prescription Prescription Claim Managed Care Patient Pharmacy Plan Co-pay Y/N Physician Approval Medicine Dispensed Claim Sent All information contained within is strictly confidential. Information cannot be copied, forwarded or transferred to 13 another third-party without prior written consent from Amp Idea, Inc.
    • Prescription – Pharmacy Makes Switch Physician E-prescription Prescription Claim Managed Care Patient Pharmacy Plan Co-pay Alternate Drug Y/N Physician If High Co-pay Approval Medicine Dispensed Claim Sent All information contained within is strictly confidential. Information cannot be copied, forwarded or transferred to 14 another third-party without prior written consent from Amp Idea, Inc.
    • 360 Degree View Of Data Prescribers Market Events Patients/Caregivers Brand Brand Performance Promotion Traditional Optimization Not Utilized in Optimization Historical Data, Payers and Plans Market Research, Analytic Results All information contained within is strictly confidential. Information cannot be copied, forwarded or transferred to 15 another third-party without prior written consent from Amp Idea, Inc.
    • Integration of Payer Data with Physicians Sales Data Able to more effectively target the right physicians, with the right message, at the right time. The time needed to communicate formulary updates to physicians can be shortened, thus increasing revenues. All information contained within is strictly confidential. Information cannot be copied, forwarded or transferred to 16 another third-party without prior written consent from Amp Idea, Inc.
    • 360 Degree View Of Data –Patient Longitudinal Data Patient Segmentation Disease Disease Age Gender Race Indication Severity Physician Segmentation Product Managed Patient Region Specialty Volume Share Dominance Care Segment All information contained within is strictly confidential. Information cannot be copied, forwarded or transferred to 17 another third-party without prior written consent from Amp Idea, Inc.
    • Traditional Forecasting Framework Class Volume = Retail Sales of all the Competing Brands, Brand Forecast = Projected Market Growth and Brand Share By Region/Segment Historical Class Volume (Brand-A) Rx (Brand-A) Rx (Brand-B) Rx (Brand-C) Market Definition All information contained within is strictly confidential. Information cannot be copied, forwarded or transferred to 18 another third-party without prior written consent from Amp Idea, Inc.
    • Traditional Segmentation Framework Class Volume Product Group Shared Managed Care Specialty (Brand-A) Dominance Trend (Co-pay By Plan) Rx (Brand-A) Rx (Brand-B) Traditionally Class Volume is Calculated by Adding TRx of all the Brands Defined in the Class. All information contained within is strictly confidential. Information cannot be copied, forwarded or transferred to 19 another third-party without prior written consent from Amp Idea, Inc.
    • Data Quality Management usingManaged Care Plan Data Market Potential Brand A Physician Market Brand A Brand B Doctors Specialty Decile (Share Cluster (000) Share Share Segment) V-L 800 $80,000 Primary Care Very High Low 25% 75% V-H 1,200 $120,000 Primary Care Very High High 60% 40% Data Pre-Processing And Staging Payer Data (Business Rule) Market Potential By Access Brand A Physician Market Brand A Brand B Doctors Specialty Decile (Share Cluster (000) Share Share Segment) L-L 800 $24,000 Primary Care Low Low 25% 75% V-H 1,200 $96,000 Primary Care Very High High 60% 40% All information contained within is strictly confidential. Information cannot be copied, forwarded or transferred to 20 another third-party without prior written consent from Amp Idea, Inc.
    • Focus on Disease Indications Brands - Disease Indications Indication - 1 Indication - 2 Indication - 3 Indication - 4 Brand-A Yes Yes Brand-B Yes Yes Yes Yes Market Rx By Disease Indication Share Physician Cluster Indication - 1 Indication - 2 Indication - 3 Indication - 4 Doctors Decile Segment V-L 5% 5% 50% 40% 800 Very High Low V-H 40% 60% 0% 0% 1,200 Very High High Conclusion: Based on Patient’s Disease Indication, Brand-A should receive significantly less Details for Physician Cluster V-L All information contained within is strictly confidential. Information cannot be copied, forwarded or transferred to 21 another third-party without prior written consent from Amp Idea, Inc.
    • Data Quality Management usingDrug Indication Market Potential Brand A Physician Market Brand A Brand B Doctors Specialty Decile (Share Cluster (000) Share Share Segment) V-L 800 $80,000 Primary Care Very High Low 25% 75% V-H 1,200 $120,000 Primary Care Very High High 60% 40% Data Pre-Processing Patient Data And Staging Drug Indication (Business Rule) Market Potential By Indication Brand A Physician Market Brand A Brand B Doctors Specialty Decile (Share Cluster (000) Share Share Segment) L-L 800 $8,000 Primary Care Low Low 25% 75% V-H 1,200 $120,000 Primary Care Very High High 60% 40% All information contained within is strictly confidential. Information cannot be copied, forwarded or transferred to 22 another third-party without prior written consent from Amp Idea, Inc.
    • Market Definition : TraditionalApproach – Treated MarketTraditional approach defines the Hypertensionmarket based on treatment option. Market Angiotensin II Calcium Channel Receptor Beta Blocker ACE Inhibitor Blocker Antagonists Azor Azor Lopressor Lotensin Tribenzor Benicar Toporol - XL Capoten Cardizem Benicar HCT Bystolic Zestril Exforge Diovan Coreg Prinivil Lotrel Lasix Inderal Accupril Norvasc Micardis Metoprolol Altace Tarka Edarbi Tarka All information contained within is strictly confidential. Information cannot be copied, forwarded or transferred to 23 another third-party without prior written consent from Amp Idea, Inc.
    • Market Definition: By DiseaseIndication – Market Potential Hypertension MarketIdentify product attributes that willmaximize actual prescribing High Blood Pressure Abnormal Heart Rhythm High Blood Pressure Heart Failure Heart Failure Angina Renal Disease High Blood Pressure Tremor Stroke High Blood Pressure Diabetic Nephropathy Abnormal Heart Rhythm Pheochromocytoma Angina Heart Failure Left-Ventricular Hypertrophy Migraines. Angiotensin II Calcium Channel Receptor Beta Blocker ACE Inhibitor Blocker Antagonists Azor Azor Lopressor Lotensin Tribenzor Benicar Toporol - XL Capoten Cardizem Benicar HCT Bystolic Zestril Exforge Diovan Coreg Prinivil Lotrel Lasix Inderal Accupril Norvasc Micardis Metoprolol Altace Tarka Edarbi Tarka All information contained within is strictly confidential. Information cannot be copied, forwarded or transferred to 24 another third-party without prior written consent from Amp Idea, Inc.
    • Realistic Physician Decile Number of Physicians By Segment (Traditional Approach) Very High High Medium Low Benicar 4,000 8,000 12,000 80,000 Number of Physicians By Segment Total (Disease Indication and Access) Very High 1,600 200 100 100 2,000 High 1,100 3,000 1,000 900 6,000 Medium 800 2,200 8,000 5,000 16,000 Low 500 2,600 2,900 74,000 80,000 After applying access and disease indication filter,  1,600 very high, 3,000 high and 8,000 medium volume prescribers retained their respective decile segmentation.  200 high volume, 100 medium and 100 low volume prescribers moved to very high segment. All information contained within is strictly confidential. Information cannot be copied, forwarded or transferred to 25 another third-party without prior written consent from Amp Idea, Inc.
    • The Net Result: Improved Call Plan Prioritizes Targets Based on Traditional Call Allocations Sales Data AND Local Market Demographics of the Patients, Plans and Physicians:  “No See” doctors Based On:  Communication Preferences  Formulary Status Remove “No See” Doctors New Called  Disease Indication On Doctors Optimal Call Allocations Better Targeting, Call Allocations & Territory Alignments Compared to Traditional Call Allocation Methodology In this example, dropping lower-value doctors from the customer target list and adding higher potential doctors would significantly improve market coverage and incremental sales. All information contained within is strictly confidential. Information cannot be copied, forwarded or transferred to 26 another third-party without prior written consent from Amp Idea, Inc.
    • Next Gen Forecasting Framework Class Volume = Retail Sales of all the Competing Brands By Disease Indication, Brand Forecast = Projected Market Growth and Brand Share By Region/Segment + Disease Indication + Managed Care Impact Historical Class Volume (Brand-A) Indication-1 Indication-2 Rx (Brand-A) Rx (Brand-B) Rx (Brand-A) Rx (Brand-C) All information contained within is strictly confidential. Information cannot be copied, forwarded or transferred to 27 another third-party without prior written consent from Amp Idea, Inc.
    • Next Gen Segmentation Framework Product Group Shared Managed Care Specialty Class Volume Dominance Trend (Co-pay By Plan) Amp Idea, Inc. Patient Rx By Diagnosis Diagnosis proposes that Class Volume should be Interim Adjusted Calculated after Class Volume Filtering TRx from the Competing Business Rule Co-Pay By Brands Based On (Co-pay) Plan Disease Indication and Managed Care Final Adjusted Plan. Class Volume All information contained within is strictly confidential. Information cannot be copied, forwarded or transferred to 28 another third-party without prior written consent from Amp Idea, Inc.
    • Resource Allocation Process –Optimal Reach and Frequency Market Segmentation Specialty Historical Promotion Rx/Sales Data Evaluation Changes in market segmentation will reflect Call Data Product/Portfolio in territory Resource Samples Optimization alignment/incentive compensation and Patient Data territory alignment in the Call Planning Disease Indication marketing resource Payer Data optimization process. Incentive Compensation Territory Alignment All information contained within is strictly confidential. Information cannot be copied, forwarded or transferred to another third-party without prior written consent from Amp Idea, Inc. 29
    • Excel Based Analytic Information Hub - ProvideBetter Insights into Brand Performance Sales/Marketing Data Analytic Engine (CRM) (SAS) Provider/Patient Data Excel Based Key Performance Extraction, Management Transformation, Dashboard Indicators (KPIs) (Data Integration & Loading Business Intelligence) (Excel/SAS) Payer Market Research/ Data Warehouse Report Analytics Results (SAS, DB) Generation All information contained within is strictly confidential. Information cannot be copied, forwarded or transferred to another third-party without prior written consent from Amp Idea, Inc. 30
    • Benefits Better physician targets, less wasted marketing resources. Appropriate adjustment in marketing resources for targeted physicians based on:  No see doctors  Patient diagnosis information  Managed care – Formulary status and co-pay All information contained within is strictly confidential. Information cannot be copied, forwarded or transferred to 31 another third-party without prior written consent from Amp Idea, Inc.
    • Approach - Pareto Principle The Pareto principle states that, for many events, roughly 80% of the effects come from 20% of the causes. In other words, 80% of sales come from 20% of sales reps. Review low performing territories using sales, promotion, patient and managed care data. All information contained within is strictly confidential. Information cannot be copied, forwarded or transferred to 32 another third-party without prior written consent from Amp Idea, Inc.
    • Opportunity  By deploying a more robust patient-based analytical platform, and integrating a broader set of local market intelligence metrics, we are better positioned to:  Save millions of dollars per field force in annual sales team expenditures, and potentially increase revenue in each territory.  Provide grounded, empirically-based decisions around the ROI of patient-based marketing initiatives.  Based on proprietary research, moving beyond conventional resource optimization techniques and incorporating a more robust localized solution, brand sales performance can increase.  By increasing productivity and improving customer targeting, Pharmaceutical companies will improve the sales in non-performing territories All information contained within is strictly confidential. Information cannot be copied, forwarded or transferred to 33 another third-party without prior written consent from Amp Idea, Inc.
    • Critical Business Questions To Explore?  What does the complete competitive landscape for my product look like?  How can we maximize the impact of our product launch tactics?  How effective are our sales reps in accessing, engaging, and promoting to targeted physicians?  How well does our detailing activity drive brand choice compared with competitors?  Which core messages are most effective?  Is it time to change our messaging strategy?  Are sampling volumes driving share—or supplanting written prescriptions?  Is our marketing campaign driving share from the targeted source of business?  How effective are our new sales strategies and tactics? All information contained within is strictly confidential. Information cannot be copied, forwarded or transferred to 34 another third-party without prior written consent from Amp Idea, Inc.
    • Questions www.ampideainc.comAll information contained within is strictly confidential. Information cannot be copied, forwarded or transferred to 35 another third-party without prior written consent from Amp Idea, Inc.
    • Author’s BiosPraveen Mathur is Vice President of Business Analytics at Amp Idea. He works with clientsin establishing best practices in the area of sales optimization through combination ofcustomer and market information, advanced analytical processes and software solutions.His areas of expertise include: maximizing ROI on marketing investment; customersegmentation; promotion response modeling; field force portfolio optimization; and marketmix modeling using non-linear regression techniques.Prior to joining Amp Idea, Praveen held various positions at inVentiv Health, leading cross-functional teams of business analysts and software engineers in the development ofanalytical tools to evaluate the effectiveness of sales and marketing initiatives.Ram Bala is an Assistant Professor of Operations Management & Information Systems atthe Leavey School of Business, Santa Clara University. He holds a Ph.D. in ManagementScience from the UCLA Anderson School of Management. His main research areas areproduct line design, promotional effort allocation, global product development and pricingand contracting strategies for services. His specific interest is the deployment of cuttingedge technologies to increase the “intelligence” of business decisions.Prior to joining academia, he has consulted for several firms in the area of pharmaceuticalmarketing analytics. All information contained within is strictly confidential. Information cannot be copied, forwarded or transferred to another third-party without prior written consent from Amp Idea, Inc.
    • Contact  Praveen Mathur,  Vice President - Analytics, Amp Idea, Inc.  pmathur@ampideainc.com  www. ampideainc.com  732-619-3899 All information contained within is strictly confidential. Information cannot be copied, forwarded or transferred to 37 another third-party without prior written consent from Amp Idea, Inc.