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The Power of Strategic Integration<br />Cegedim Strategic Data (CSD) <br />Market Research Capabilities Overview<br />CEGE...
CONTENTS<br />CEGEDIM GROUP AND CSD<br />PHARMACEUTICAL MARKET RESEARCH<br />Promotional Data<br />Communication DATA<br /...
Cegedim Group: ImprovingHealthcare Marketing Efficiency<br />CEGEDIM  CUSTOMER              INFORMATION<br /><ul><li> ONEK...
Physician Connect™</li></ul>REVENUE2008<br />FOUNDED<br />WORKFORCE<br />€ 849 M / $CAD 1.4 B <br />1969<br />8,200<br />E...
CSD : 36 Operations Covering Markets in 60 Countries<br />Top 5 Europe<br />Americas<br />Asia Pacific<br />Japan<br />Aus...
CSD : INTEGRATED HEALTHCARE RESEARCH <br />… Devoted to the Pharmaceutical Industry<br />
CSD : A Complete, Integrated Data Offer Devoted to Pharma<br />COMMUNICATION Data<br />PROMOTIONAL Data<br />PATIENT Data<...
 Main messages by brand
Most/least impactful messages
 Competitive claims
 Impact on Rx Intention
 Competitive Data
 Prescriptions by patient type
 Positive/negative switches,      </li></ul>adds, repeats,<br /><ul><li> Reasons for switches, adds, etc
 Market shares & evolution
 Competitive Data
Share of Voice
 Rep Equivalents
Detailing information
Industry-wide Audits
 GPs, Specs, Pharmacists</li></ul>…and CUSTOM Primary Market Research<br />
Example of studies for a Biopharmaceutical Leader…<br />CSD is probably working with your global affiliates<br />STUDY TYP...
CSD Market Reseach with another client<br />Primary Market Research (PMR) <br />PROMOTION Data (PROMO)<br /><ul><li> Germany
 USA
 France
 Italy	</li></ul> Ireland <br /><ul><li> France	  Brand Equity Study
 Italy  	  Kidney Disease – U&A</li></ul>Neulasta– Brand Perception<br /><ul><li> Poland	  Neupogen, Neulasta, Aranesp</li...
 Others 	  Sweden, Russia, Czech Rep.</li></ul> PATIENT Data (PDS)<br />Communication Data (MTS) <br /><ul><li> France	Ost...
 Italy	Cancer</li></ul>	Other Therapeutic 	   	Areas<br /><ul><li> France	Osteoporosis</li></li></ul><li>POSTLAUNCH<br />P...
CONTENTS<br />CEGEDIM GROUP AND CSD<br />Promotional Data<br />Communication DATA<br />Patient DATA<br />Custom Primary Ma...
CSD Promotional Tracking Studies by Channel<br />11<br />
CSD Promotional Tracking Studies by Channel<br />ACTUAL<br />PROMOTIONAL Data <br />for the <br />OSTEOPOROSIS <br />Marke...
13<br />
K$<br />Promotional Investment (% Share) – All Channels<br />GPs, Specialists & Pharmacists:<br />14<br />
K$<br />Total Detailing Investment – S.O.I<br />GPs, Specialists & Pharmacists:<br />15<br />
Promotional Mix by ProductQ1-2009 vs Q1-2008<br />GPs, Specialists & Pharmacists:<br />K$<br />Q1-2009<br />K$<br />Q1-200...
17<br />
GP and Specialist Detailing SOV by Product : Q1-2009<br />18<br />
GP Details and SOV by Product : Q1 2008 to Q1 2009<br />Details<br />19<br />
Specialist Details and SOV by Product : Q1 2008 to Q1 2009<br />Details<br />20<br />
CONTENTS<br />CEGEDIM GROUP AND CSD<br />Promotional Data<br />Communication DATA<br />Patient DATA<br />Custom Primary Ma...
CSD Communication – Message Tracking Studies (MTS)<br />22<br />
CSD Communication – Message Tracking Studies (MTS)<br />ACTUAL <br />COMMUNICATION Data <br />for the <br />DIABETES <br /...
Ongoing Data Available for Osteoporosis and Other Markets<br /> COMMUNICATION DATA<br />Message Tracking Study (MTS)<br />...
25<br />
Message Tracking Study (MTS) : Focus on Five Brands*<br />*Based on messages recalled verbatim by representative panel of ...
Communication Summary – Key Messages Recalled <br />GPs, Specialists & Pharmacists: Q4/08 through Q1/09<br />27<br />
Key messages by Category, by Brand<br />n=40<br />n=113<br />n=92<br />n=163<br />n=36<br />n=456<br />Notes: <br />n : nu...
Interest in the Detail by Brand<br />n=83<br />n=28<br />n=78<br />n=114<br />n=34<br />n=347<br />GPs, Specialists & Phar...
% of Interesting Verbatim<br />47%<br />36%<br />35%<br />32%<br />32%<br />Product Details Generating the Most Interest :...
Future Prescribing (Rx) Intention by Brand<br />n=83<br />n=28<br />n=78<br />n=114<br />n=34<br />n=347<br />GPs, Special...
55%<br />41%<br />32%<br />29%<br />22%<br />% of Verbatim with Rx Intention=Increase<br />Brands with Greatest Increase i...
n =163<br />n=4<br />n=6<br />n=4<br />n=42<br />n=29<br />n=38<br />n=37<br />n=3<br />Details that lead to an Increase i...
Details that lead to an Increase in the Intent to prescribe<br />n=40<br />n=5<br />n=2<br />AVANDAMET<br />n=8<br />n=7<b...
Messages well-received by Physician Segment: DIAMICRON MR<br />Current Habit<br />Future Intent<br />35<br />
GPs, Specialists & Pharmacists: Q4/08 through Q1/09<br />Arguments messages of &lt;Client Molecule&gt;<br />n : number of ...
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CSD : Pharma Market Research Offerings and Real Market Data!

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Subject: CSD Canada - Best-in-Class Canadian Pharmaceutical Market Research Data (Global data too!)


Hi there,

Please review this presentation if you are involved in sourcing market research, doing business planning or just simply interested in a great market research vendor!

Cegedim Strategic Data (CSD) provides the most up-to-date, cost-effective audit of pharmaceutical promotional, messaging and patient data in Canada.

With ongoing critical information at your fingertips - such as your sales reps’ share of voice (SOV) and how many of your details generate prescriptions - CSD provides you a view of your marketplace you simply can’t get elsewhere.

Over the next few weeks, CSD will be offering on-site presentations to bring clients up-to-date on our methodologies, data metrics, software, reporting and new services.

If you would like to book an on-site presentation to your team, please reply to vernon.mascarenhas@cegedim.com or call 416-335-3545.

Yours,

Vern

Vernon Mascarenhas

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Transcript of "CSD : Pharma Market Research Offerings and Real Market Data!"

  1. 1. The Power of Strategic Integration<br />Cegedim Strategic Data (CSD) <br />Market Research Capabilities Overview<br />CEGEDIM © copyright 2009 – this document should not be distributed without CEGEDIM authorisation<br />
  2. 2. CONTENTS<br />CEGEDIM GROUP AND CSD<br />PHARMACEUTICAL MARKET RESEARCH<br />Promotional Data<br />Communication DATA<br />Patient DATA<br />Custom Primary Market Research<br />
  3. 3. Cegedim Group: ImprovingHealthcare Marketing Efficiency<br />CEGEDIM CUSTOMER INFORMATION<br /><ul><li> ONEKEY™/PHARBASE®
  4. 4. Physician Connect™</li></ul>REVENUE2008<br />FOUNDED<br />WORKFORCE<br />€ 849 M / $CAD 1.4 B <br />1969<br />8,200<br />EURONEXT PARIS<br />MARKETS<br />since 1995<br />80 countries<br />Primary & Secondary MARKET RESEARCH<br />CRM systems<br />EMR <br />Electronic Medical Records<br />HEALTHCARE PROFESSIONALS<br />
  5. 5. CSD : 36 Operations Covering Markets in 60 Countries<br />Top 5 Europe<br />Americas<br />Asia Pacific<br />Japan<br />Australia<br />China<br />India<br />Korea<br />Malaysia<br />Taiwan<br />France<br />Germany<br />Italy<br />Spain<br />UK<br />USA<br />Canada<br />México<br />Argentina<br />Brazil<br />Colombia<br />Nordics<br />Central/Eastern Europe<br />Other Europe<br />Denmark<br />Finland<br />Norway<br />Sweden<br />Austria<br />Czech Republic<br />Poland<br />Romania<br />Russia<br />Slovakia<br />Belgium<br />Ireland<br />Luxemburg<br />Netherlands<br />Southern Europe<br />Africa<br />Greece<br />Portugal<br />Turkey<br />Algeria<br />Morocco<br />Tunisia<br />
  6. 6. CSD : INTEGRATED HEALTHCARE RESEARCH <br />… Devoted to the Pharmaceutical Industry<br />
  7. 7. CSD : A Complete, Integrated Data Offer Devoted to Pharma<br />COMMUNICATION Data<br />PROMOTIONAL Data<br />PATIENT Data<br />MESSAGE TRACKING STUDIES (MTS)<br />PATIENT DIARY STUDIES (PDS)<br />PROMOTION DATABASE (PROMO)<br /><ul><li>Competitive Data
  8. 8. Main messages by brand
  9. 9. Most/least impactful messages
  10. 10. Competitive claims
  11. 11. Impact on Rx Intention
  12. 12. Competitive Data
  13. 13. Prescriptions by patient type
  14. 14. Positive/negative switches, </li></ul>adds, repeats,<br /><ul><li> Reasons for switches, adds, etc
  15. 15. Market shares & evolution
  16. 16. Competitive Data
  17. 17. Share of Voice
  18. 18. Rep Equivalents
  19. 19. Detailing information
  20. 20. Industry-wide Audits
  21. 21. GPs, Specs, Pharmacists</li></ul>…and CUSTOM Primary Market Research<br />
  22. 22. Example of studies for a Biopharmaceutical Leader…<br />CSD is probably working with your global affiliates<br />STUDY TYPES<br />REGIONS<br />THERAPEUTIC AREAS<br />OSTEOPOROSIS<br />BRAND EQUITY<br />NORTH AMERICA<br />ONCOLOGY<br />PRE-LAUNCH LANDSCAPING<br />CANADA<br />RHEUMATOID ARTHRITIS<br />USAGE AND AWARENESS<br />USA<br />KIDNEY DISEASE<br />MESSAGE RECALL & TRACKING<br />TOP EUROPEAN<br />PATIENT SEGMENTATION<br /> FRANCE<br />POSITIONING<br />GERMANY<br />PROMOTIONAL DATA<br />SWEDEN<br />COMMUNICATION FOLLOW-UP<br />UK<br />PATIENT DATA<br />ITALY<br />BRIC COUNTRIES<br />RUSSIA<br />7<br />CEGEDIM © copyright 2009 – this document should not be distributed without CEGEDIM authorisation<br />
  23. 23. CSD Market Reseach with another client<br />Primary Market Research (PMR) <br />PROMOTION Data (PROMO)<br /><ul><li> Germany
  24. 24. USA
  25. 25. France
  26. 26. Italy </li></ul> Ireland <br /><ul><li> France Brand Equity Study
  27. 27. Italy Kidney Disease – U&A</li></ul>Neulasta– Brand Perception<br /><ul><li> Poland Neupogen, Neulasta, Aranesp</li></ul> Usage and Awareness<br />Aranesp<br /> Positioning Study<br /> Patient Segmentation Study<br /><ul><li> Germany Mimpara– Patient Diary Study
  28. 28. Others Sweden, Russia, Czech Rep.</li></ul> PATIENT Data (PDS)<br />Communication Data (MTS) <br /><ul><li> France Osteoporosis
  29. 29. Italy Cancer</li></ul> Other Therapeutic Areas<br /><ul><li> France Osteoporosis</li></li></ul><li>POSTLAUNCH<br />PRE-LAUNCH<br />CSD Research Experience : For Your Brands<br />In Market<br />Just Launched<br />Pre-approval<br />Pre-Launch<br />PROMOTION AUDIT: Competitive promotional efforts by channel, $ invested, <br />Share of Voice (SOV), Sales force equivalents, Detailing specifics.<br /> MESSAGE TRACKING STUDY: <br /> Competitive landscaping:<br />Messaging, positioning, opps<br /> MESSAGE TRACKING STUDY: <br />Post-launch messaging, impact and performance <br />among Users/Non Users, other Physician Segments<br /> PATIENT DIARY STUDY: Share of Dynamic and Static Rx markets, script share by patient <br /> profile script share by physician segment, persistency<br />POSITIONING<br />BRAND EQUITY<br />MESSAGE <br />RECALL<br />PERCEPTUAL MAPPING & (RE) POSITIONING<br />PRE-LAUNCH MARKET<br />LANDSCAPING<br />USAGE & AWARENESS<br />DETAIL AID TESTING<br />PHYSICIAN AND <br />PATIENT <br />SEGMENTATION<br />USER / <br />NON-USER STUDIES<br />SCRIPTS BY PATIENT TYPE<br />CONCEPTS DEVELOPMENT TESTING<br />
  30. 30. CONTENTS<br />CEGEDIM GROUP AND CSD<br />Promotional Data<br />Communication DATA<br />Patient DATA<br />Custom Primary Market Research<br />
  31. 31. CSD Promotional Tracking Studies by Channel<br />11<br />
  32. 32. CSD Promotional Tracking Studies by Channel<br />ACTUAL<br />PROMOTIONAL Data <br />for the <br />OSTEOPOROSIS <br />Market <br />
  33. 33. 13<br />
  34. 34. K$<br />Promotional Investment (% Share) – All Channels<br />GPs, Specialists & Pharmacists:<br />14<br />
  35. 35. K$<br />Total Detailing Investment – S.O.I<br />GPs, Specialists & Pharmacists:<br />15<br />
  36. 36. Promotional Mix by ProductQ1-2009 vs Q1-2008<br />GPs, Specialists & Pharmacists:<br />K$<br />Q1-2009<br />K$<br />Q1-2008<br />16<br />
  37. 37. 17<br />
  38. 38. GP and Specialist Detailing SOV by Product : Q1-2009<br />18<br />
  39. 39. GP Details and SOV by Product : Q1 2008 to Q1 2009<br />Details<br />19<br />
  40. 40. Specialist Details and SOV by Product : Q1 2008 to Q1 2009<br />Details<br />20<br />
  41. 41. CONTENTS<br />CEGEDIM GROUP AND CSD<br />Promotional Data<br />Communication DATA<br />Patient DATA<br />Custom Primary Market Research<br />
  42. 42. CSD Communication – Message Tracking Studies (MTS)<br />22<br />
  43. 43. CSD Communication – Message Tracking Studies (MTS)<br />ACTUAL <br />COMMUNICATION Data <br />for the <br />DIABETES <br />Market <br />
  44. 44. Ongoing Data Available for Osteoporosis and Other Markets<br /> COMMUNICATION DATA<br />Message Tracking Study (MTS)<br />Recoded Verbatim Messages<br />Diabetes Market Canada<br />Focus on Five Key Brands<br />Q4/2008 throughQ1/2009 <br />24<br />
  45. 45. 25<br />
  46. 46. Message Tracking Study (MTS) : Focus on Five Brands*<br />*Based on messages recalled verbatim by representative panel of GPs, Specialists & Pharmacists as a result of detailing efforts betweenOct 2008 and Mar 2009. Per CSD Promotion Database.<br />26<br />
  47. 47. Communication Summary – Key Messages Recalled <br />GPs, Specialists & Pharmacists: Q4/08 through Q1/09<br />27<br />
  48. 48. Key messages by Category, by Brand<br />n=40<br />n=113<br />n=92<br />n=163<br />n=36<br />n=456<br />Notes: <br />n : number of messages. 1 raw Verbatim could have more than 1 message. <br />OAD : total class of Oral Anti-Diabetic. EBM : Evidence-based medicine. SEs = Side Effects, <br />Gen. Diab. Mgmt. = Other General comments related to management of Diabetes, not otherwise classified<br />GPs, Specialists & Pharmacists: Q4/08 through Q1/09<br />28<br />
  49. 49. Interest in the Detail by Brand<br />n=83<br />n=28<br />n=78<br />n=114<br />n=34<br />n=347<br />GPs, Specialists & Pharmacists: Q4/08 through Q1/09<br />Notes: <br />n : number of rawverbatims. 1 raw Verbatim could have more than 1 message. <br />OAD : total class of Oral Anti-Diabetic. <br />29<br />
  50. 50. % of Interesting Verbatim<br />47%<br />36%<br />35%<br />32%<br />32%<br />Product Details Generating the Most Interest : Key Messages<br />Most Interest<br />JANUVIA<br /> New treatment : inhibitor of DPP-4 acts on intestinal Incretins stimulating insulin secretion <br />after a meal and protects beta-cell of the pancreas<br /> Reliable glucose lowering / reduces HbA1c 1-5%<br /> Well tolerated / Less side effects / Weight neutral / Less weight gain<br /> Less hypoglycaemia than other SULFONYLUREA<br /> For patient not controlled with METFORMIN and SULFONYLUREA<br /> Effective for type 2 diabetes with METFORMIN<br />AVANDIA<br />Safety of AVANDIA based on study / Controversy on cardiovascular risk<br />Diabetis2008 Canadian guidelines –<br /> Studies : ADOPT & MIRACLE.<br /> Efficacy in BS / HbA1c lowering<br />ReducesInsulinresistance<br /> Use as second line therapy<br />DIAMICRON<br /> Price of DIAMICRON MR has been reduced / no reason to switch to generics<br /> 24 hours BS control / Improvesdiabetic glucose control<br /> Fully covered by ODB plan<br /> Less hypoglyceamia especially in elderly<br />GLUMETZA<br /> New 1000mg dosing – Improved compliance with once daily dosing<br /> Long acting METFORMIN<br />AVANDAMET<br /> Improved compliance with combination pill / Once a day combo with METFORMIN<br /> Best glycemic control / decreases HbA1c<br /> Presentation of new GUIDELINES for type 2 diabetis<br />GPs, Specialists & Pharmacists: Q4/08 through Q1/09<br />Least Interest<br />30<br />
  51. 51. Future Prescribing (Rx) Intention by Brand<br />n=83<br />n=28<br />n=78<br />n=114<br />n=34<br />n=347<br />GPs, Specialists & Pharmacists: Q4/08 through Q1/09<br />Notes: <br />n : number of rawverbatims. 1 raw Verbatim could have more than 1 message. <br />OAD : total class of Oral Anti-Diabetic. <br />31<br />
  52. 52. 55%<br />41%<br />32%<br />29%<br />22%<br />% of Verbatim with Rx Intention=Increase<br />Brands with Greatest Increase in Intent to Rx: Key Messages<br />GreatestIncrease in Intent to Prescribe <br />JANUVIA<br /> New alternative in diabetes type II care / first DPP4 <br /> Blocks the effect of Incretin-increases GIP (gastric inhibitory peptide) and <br />GLP-1 (glucagon-like peptide-1)<br /> Safer in regards hypoglycemia & weight gain than other hypoglycemic classes<br /> Less hypoglycaemia than other SULFONYLUREA<br /> Weight neutral / Less weight gain / less side effects<br /> Treatment accurate with METFORMIN / Add-On therapy<br /> RAMQ exception drug list<br />AVANDAMET<br /> Improved compliance with combination pill / Once a day combo with METFORMIN<br /> Sustained effect on blood sugar <br />GLUMETZA<br /> Long acting METFORMIN<br /> Fewer side effects<br /> Improved compliance with once-a-day dosing<br />DIAMICRON<br /> Price of DIAMICRON MR has been reduced / no reason to switch to generics<br /> Add-on with METFORMIN <br /> Less side effects than other SULFONYLUREAS / Safe on kidney<br />AVANDIA<br /> Product on Canadian Diabetes Association Guidelines<br /> Safety / new studies show AVANDIA is not harmful / RECORD soon available<br /> For reducing INSULIN resistance<br />GPs, Specialists & Pharmacists: Q4/08 through Q1/09<br />Least Increase in Intent to Prescribe<br />32<br />
  53. 53. n =163<br />n=4<br />n=6<br />n=4<br />n=42<br />n=29<br />n=38<br />n=37<br />n=3<br />Details that lead to an Increase in the Intent to Prescribe<br />JANUVIA<br />GPs, Specialists & Pharmacists: Q4/08 through Q1/09<br />n : number of messages. Note : 1 raw Verbatim could have more than 1 message<br />33<br />
  54. 54. Details that lead to an Increase in the Intent to prescribe<br />n=40<br />n=5<br />n=2<br />AVANDAMET<br />n=8<br />n=7<br />n=6<br />n=9<br />n=1<br />n=2<br />GPs, Specialists & Pharmacists: Q4/08 through Q1/09<br />n : number of messages. Note : 1 raw Verbatim could have more than 1 message<br />34<br />
  55. 55. Messages well-received by Physician Segment: DIAMICRON MR<br />Current Habit<br />Future Intent<br />35<br />
  56. 56. GPs, Specialists & Pharmacists: Q4/08 through Q1/09<br />Arguments messages of &lt;Client Molecule&gt;<br />n : number of messages. <br />Note : 1 raw Verbatim could have more than 1 message<br />36<br />
  57. 57. GPs, Specialists & Pharmacists: Q4/08 through Q1/09<br />Arguments messages of &lt;Client Molecule&gt;<br />n : number of messages. <br />Note : 1 raw Verbatim could have more than 1 message<br />37<br />
  58. 58. GPs, Specialists & Pharmacists: Q4/08 through Q1/09<br />Arguments messages of &lt;Client Molecule&gt;<br />n : number of messages. <br />Note : 1 raw Verbatim could have more than 1 message<br />38<br />
  59. 59. CONTENTS<br />CEGEDIM GROUP AND CSD<br />Promotional Data<br />Communication DATA<br />Patient DATA<br />Custom Primary Market Research<br />
  60. 60. CSD Patient Diary Studies (PDS)<br />40<br />
  61. 61. CSD Patient Diary Studies (PDS)<br />ACTUAL <br />Patient Data <br />for the <br />OSTEPOROSIS<br />Market <br />
  62. 62. What is a PDS (Patient Diary Study)?<br />What is a PDS?<br />The PDS is a tool thatmonitors the market. <br />With a PDS we keep an eye on prescription share...<br />The PDS is patient data provided by physicians for a given market. <br />Main PDS Advantages<br />1<br />It’s not claims-based research….<br />It is REAL PATIENT CASE reporting<br />2<br />…it’s real<br />It reaches GPs and SPECIALISTS<br />PATIENT DATA!<br />3<br />It reaches COMMUNITY- <br />and HOSPITAL- based doctors<br />
  63. 63. What methodology is used for a PDS?<br />Patient Inclusion Criteria <br />(Actual Criteria for Current <br />Diabetes PDS in Canada)<br />What methodology is usedfor a PDS?<br /> PDS studies will <br /> follow the same <br /> patient inclusion <br /> criteria:<br /> The methodology is conceived to collect essential <br /> information on a significant number of patients per doctor, <br /> maximizing the sample.<br />1<br />Patient must be diagnosed as diabetic(either type 1 or 2)<br />2<br />Patient must be/have been Rxed for diabetes (either OAD or insulin)<br />1<br />2<br />3<br />A representative sample is recruited<br />Analyses are <br /> presented <br /> in a complete report<br />Physicians <br /> report on <br /> patient <br />cases<br />43<br />
  64. 64. PDS Workflow<br />Sent web link <br />PDS monitors prescribing behavior<br />Consultation(Prior to study)<br />Recruitment<br />Prescription<br />Physician Reporting<br />Monitoring<br />Doctors fulfilling the requirements are recruited by telephone <br />Doctors see patients pertaining to the study<br />Doctors have written a script for each patient they have seen<br />Doctors have the option of the Internet or mail in which to fill out patient information<br />Data collection, PDS analysis and result delivery<br />44<br />
  65. 65. CURRENT DIABETES PDS PROJECT IN PROGRESS <br />ORAL ANTI-DIABETIC (OAD) MARKET<br />45<br />
  66. 66. All CSD Strengths Applied to PDS<br />CSD Strengths <br />15 years managing medical databases <br />Promotional database update through a medical diary by doctors measuring sale reps visits and therefore pharmaceutical investments.<br />1<br />Medical Database Experts<br />CSD is the only marketing research company that possesses 3 medicaldatabases and has so for 15 years:<br />Longitudinal patient database updated through a software of consultation management serving doctors and transmitting data to CSD.<br /> Promotional Data - CAM <br /> Patient Data - Thales<br /> Communication Data - ZOOM<br />Communication database storing doctors’ message recall regarding all promoted products.<br />PDS is the complementary database on patient information for specialists and hospital based doctors.<br />46<br />
  67. 67. All CSD Strengths Applied to PDS<br />CSD Strengths <br />3<br />2<br />Competitive Intelligence Provider<br />Ad-hoc Studies Know-how <br /> CSD offers concerns on all aspects of the marketing mix of pharmaceutical companies:<br /> Promotional Investment<br /> Patient Information<br /> Communication Follow-up<br /> CSD has a wide coverage with branches in 58 countries enabling in house fieldwork with a global reach.<br />5<br />4<br />Epidemiologic Studies Producer<br />IT Technology Developer<br /> CSD is respected for its strong knowledge in medical research, having produced many epidemiological studies with scientific value in many domains:<br /> As a branch of the Cegedim Group, CSD benefits from expertise in IT systems and info management.<br /> Prevalence calculation <br /> Joined population<br /> Economic studies <br />47<br />
  68. 68. Osteoporosis Patient Diary Study : Overview<br />OSTEOPOROSIS Targets, Recruiting and Representative SAMPLING of :<br />GENERAL PRACTITIONERS<br />RHEUMATOLOGISTS<br />GYNAECOLOGISTS<br />EVOLUTION OVER TIME …. OVER A PERIOD OF YOUR CHOICE<br />Data Collection of Patient Cases<br />(Electronic & Paper)<br />QUARTERLY SNAP SHOT or<br />48<br />
  69. 69. Osteoporosis Patients : Profiling Data by Physicians<br />VARIABLES FOR PATIENT PROFILING<br />MEDICAL DISORDERS / CO-MORBIDITIES<br />PATIENT CHARACTERISTICS<br />RISK FACTORS<br /><ul><li> AGE
  70. 70. GENDER
  71. 71. BMI (HEIGHT/WEIGHT)
  72. 72. RACE
  73. 73. BONE MINERAL DENSITY </li></ul> (BMD)<br /><ul><li> FAMILY HISTORY
  74. 74. TYPE 1 DIABETES
  75. 75. RHEUMATOID ARTHRITIS
  76. 76. INFLAMMATORY BOWEL
  77. 77. UNTREATED HYPOGONADISM
  78. 78. INFLAMMATORY BOWEL </li></ul> DISEASE<br /><ul><li> ORGAN TRANSPLANTATION
  79. 79. THYROID DISORDERS
  80. 80. PROLONGED IMMOBILITY
  81. 81. MENOPAUSE
  82. 82. EATING DISORDERS
  83. 83. Anorexia nervosa
  84. 84. Bulimia
  85. 85. DRUGS
  86. 86. CORTICOSTEROIDS
  87. 87. THYROID HORMONES
  88. 88. SSRIs
  89. 89. BREAST CANCER
  90. 90. SEDENTARY LIFESTYLE
  91. 91. CHRONIC ALCOHOLISM
  92. 92. SMOKING STATUS</li></ul>COMPLICATIONS <br /><ul><li> FRACTURES / NO FRACTURES
  93. 93. SPINE
  94. 94. HIP
  95. 95. WRIST</li></ul>49<br />
  96. 96. OsteoporosisTreatmentBehaviour Data<br />TREATMENT<br />DRUG USE IN PRACTICE<br />THERAPEUTICSCHEME<br />MONOTHERAPY<br />Physician Initiator<br />COMBINATION THERAPY<br />CURRENT<br />PREVIOUS<br />FIXED<br />NOT FIXED <br />Brand name<br />Brand name<br />Drug concentration<br />DYNAMIC / STATIC MARKET<br />Drug concentration<br />Dose frequency<br />STATIC<br />Renewals<br />DYNAMIC <br />OPPORTUNITIES<br /> BISPHOSPHONATES<br /> PARATHYROID HORMONE<br /><ul><li> SELECTIVE ESTROGEN RECEPTOR </li></ul> MODULATORS (SERMS)<br /> ANTIPARATHYROID HORMONE<br /> CALCIUM SUPPLEMENTS<br /> VITAMINE D SUPPLEMENTS<br /> HTS<br />First prescription<br />Added brand<br />Switched brand<br />Replacement<br />Reason for treatment change<br /><ul><li>All data can be cross-tabulated with any other element </li></ul>50<br />
  97. 97. OSTEO PDS: DynamicMarket: Share by Product: All Specs<br />Actual Data provided to AmgenFrance <br />
  98. 98. OSTEO PDS : FosamaxSwitches, New Starts by Specialty<br />Actual Data provided to AmgenFrance <br />
  99. 99. OSTEO PDS : Net DynamicMarket by Product over Time<br />Actual Data provided to AmgenFrance <br />
  100. 100. OSTEOPOROSIS PDS<br />Objectives:<br />Monitor your product in the Osteoporosis market and identify patient<br /> conditions under which it is prescribed<br /> Understand what proportion of the Dynamic Rx market your product owns : <br /> New Starts, Add-on Therapy, Net Switches, Switches to/from and Why <br /> Start looking at patient demographics/profiles to understand what are the <br /> attributes of patients receiving your product – and implement marketing <br /> actions to penetrate / defend as necessary<br /> Track prescribing patterns among PMO, RA, OA, AS and other patient types / <br /> indications as appropriate<br /> Measure Prescription Share : # of patients by class by brand<br /> Understand Market Size and Growth<br /> Identify Treatment Patterns by Complication, by Patient Profile<br />
  101. 101. BUILDING OUR UNDERSTANDING<br />3 MAJOR QUALITATIVE OBJECTIVES<br /><br /><ul><li>What are your top three strategic imperatives for 2009-2010?</li></ul><br /><ul><li>How do these imperatives drive your data acquisition plan?</li></ul><br /><ul><li>Which specialties/metrics are you most focused on?</li></ul>CSD is ready to provide strategic thinking on your next research project…<br />55<br />
  102. 102. Vernon MASCARENHASBusiness Development Director<br /> Primary Market Research Specialist<br />Vernon has 12+ years experience in the pharmaceutical industry on the client side and as a consultant. On the corporate side Vernon has delivered business results as a specialty sales rep, sales force operations manager and market research manager. On the consulting side as a marketing research consultant, Vernon has built a reputation by delivering results. His sales and marketing efforts have contributed to the successful launch of 20+ products in diverse therapeutic areas. <br />George PANARITIS Direct, Primary Market Research<br />George has more than 10 years experience in Market Research primarily in the healthcare industry. He is currently directing CSD’s Primary Market Research division by managing and supporting new and ongoing business/program development and sales initiatives. He leads the sales process in seeking out new opportunities and manages the market research production process.<br />Donald DeGryse Field Research Operations Manager<br />Donald DeGryse has over 10 years experience as an Operations Manager dedicated to market research processes. As result he excels in operational leadership, best practices, communication, coaching and motivational skills. His market research operations background is in the Pharmaceutical, Telecommunications and Marketing Services verticals.<br />SamyDaoud Market Research Analyst<br />Samy has over 6 years of analytical experience, having worked for various research companies in a variety of industries. Samy is replied upon as subject matter expert in statistics , analytics and data management. His educational background is in mathematics and statistics. <br /> <br />APPENDIX A : CSD TEAM - Overview, Select Personnel<br />56<br />
  103. 103. APPENDIX B : COMPANY OVERVIEW<br />About Cegedim Group:<br />Founded in 1969, Cegedim is a global technology and services company specializing in the healthcare field.<br />Cegedim supplies services, technological tools, specialized software, data flow management services and databases. Its offerings are targeted notably at healthcare industries, pharmaceutical companies, healthcare professionals and insurance companies. The world leader in pharmaceutical CRM, Cegedim is also one of the leading suppliers of strategic healthcare industry data. Cegedim employs 8,200 people in more than 80 countries and generated revenue of €849 million in 2008.<br />To learn more, please visit our website: www.cegedim.com<br />About Cegedim Strategic Data (CSD):<br />CSD is a leading Market Research company dedicated to the healthcare industry and operating in more than 58 countries. With over 35 years experience in the Pharmaceutical industry, CSD offers a comprehensive range of market research services and solutions to its customers, which include more than 50 global and 500 local Pharmaceutical companies. CSD integrates primary and secondary analyses with its medical expertise to meet its customer’s research needs.<br />To learn more, please visit our website: www.cegedimstrategicdata.com<br />57<br />
  104. 104. Unique Value Proposition : cegedimstrategic data<br /> Uncommon Experience <br /> Global Platform for Pharmaceutical Market Research<br /><ul><li>CSD has extensive experience in quantitative and qualitative methodologies which allows Amgen to have total confidence in our ability to bring experienced perspective to bear.As a truly global organisation CSD’s knowledge and understanding of running international projects is seen by our clients as a major competitive advantage. CSD has a physical presence in 39 countries and provides market research services for 80 countries globally. In the last year, we have conducted over 40 multi-country primary market research projects covering from 2 to over 20 countries including the US, involving interviews with physicians, nurses, pharmacists, and patients over a wide range of therapy areas, methodologies and types of study.</li></ul> <br /> Unparalleled Physician Access<br /> Exclusive Perspective of Your Business<br /><ul><li> CSD are experts in analysis of pharmaceutical promotion and marketing communication strategies through our CSD Promotion database (Promo), Competitive Intelligence product : Message Tracking Study (MTS) and ongoing Patient Diary Studies (PDS). Promo, MTS and PDS data are collected from GPs, Specialists and Pharmacists, giving CSD access to a large and geographically representative panel of physicians for inclusion in other custom research. Our panel participants are already familiar with responding to both internet and telephone surveys for CSD.
  105. 105. In addition, through our sister company, Cegedim Dendrite, CSD has access to the OneKey/Pharbase database of healthcare professionals, the most complete source of such information in the world.</li></ul> <br /> Consultative Approach <br /> Customer Service is Why We Exist<br /><ul><li> Close collaboration with clients is key to our projects and ensures the highest level of client service – our guiding principle at all times.
  106. 106. Finally, CSD assigns dedicated teams of healthcare researchers with the most salient experience to each project from beginning to end, so that the best thinking is brought to bear, a focused environment is created and to ensure the best, most timely feedback are gathered for our consultative approach ensuring a premium level of client service, meeting the objectives, and provide clear and insightful recommendations.</li></ul>58<br />
  107. 107. CSD CONTACTS<br />Vernon Mascarenhas<br />Business Development Director<br />Phone: 416-335-3545 / Cell: 647-998-8376   <br />Email: vernon.mascarenhas@cegedim.com<br />George PanaritisDirector, Primary Market Research<br />Phone: 514-906-4604 / Cell: 514-827-2202<br />Email : george.panaritis@cegedim.com<br /> <br />GwénaëlleDelpirou<br />General Manager CSD Canada<br /> Phone : 514-906-4601 / Cell: 514-629-7122<br />Email : gwenaelle.delpirou@cegedim.com <br />CSD CANADA OFFICES<br />4-2210 Markham Rd<br />Toronto, ON M1B 5V6<br />CANADA<br />416-335-3545<br /> CSD CANADA OFFICES<br />210-8250 boul. Décarie<br />Montréal, QC H4P 2P5 <br />CANADA<br />1-514-738-2771<br />59<br />
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