Roche diagnostics 2 9-11 - no speaker notes

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  • Roche diagnostics 2 9-11 - no speaker notes

    1. 1. GDCA eMarketing Capabilities February 9, 2011 Interactive Experience Experts Confidential
    2. 2. AGENDA Confidential
    3. 3. 1. Capabilities (Approach & Theory) 2. Examples of Our Work 3. AnalyticsAGENDA 4. ROI 5. Message Deployment (Concept) 6. Next Steps Confidential
    4. 4. A GROUNDING THOUGHT AND GUIDING PRINCIPLE Meaningful bi-directionalSolving brand Generating conversations with our challenges results customers
    5. 5. GROUP DCA OVERVIEW• Founded in 1999 by industry veterans • Wholly owned subsidiary of PDI, Inc Rob Likoff and Jack Davis • 65+ full-time employees• Creators of award-winning digital • Based in Parsippany, NJ programs that are proven to drive ROI• Design and own proprietary software - DIAGRAM Systems (Dialogue, Graphics, and Motion) Confidential
    6. 6. GROUP DCA OVERVIEW Leading provider of digital solutions for pharmaceutical and biotechnology companies• Founded in 1999 by industry veterans • Wholly owned subsidiary of PDI, Inc Rob Likoff and Jack Davis • 65+ full-time employees• Creators of award-winning digital • Based in Parsippany, NJ programs that are proven to drive ROI• Design and own proprietary software - DIAGRAM Systems (Dialogue, Graphics, and Motion) Confidential
    7. 7. GROUP DCA OVERVIEW
    8. 8. GROUP DCA OVERVIEWLive Reps Interactive Peer-to-peer Voice
    9. 9. GROUP DCA OVERVIEWLive Reps Multi-channel Integration for optimization Voice Interactive Peer-to-peer
    10. 10. Rep Email Patient Deployment Content CRM Systems iPad Tablet Management Systems Content eMarketing e-Details Mobile AppsRecruitment, Reach &Frequency Campaigns Convention Experiences REMs Online Profile &Interaction & Program Segments Management Field Training Advergaming eSpeaker eMail Deployment Confidential
    11. 11. Physicians Pharmacists Allied Health ProfessionalsManaged Care Sales Representatives Patients & Consumers Confidential
    12. 12. THE CUSTOMER Physicians Pharmacists Allied Health ProfessionalsManaged Care Sales Representatives Patients & Consumers Confidential
    13. 13. PROMOTIONAL UNBIQUITY Use smartphone Check drug to look for clinical data information on mobile Check e-mail Wake Up device Go onlineCheck e-mail Hospital Drive to Read Receive Rounds office Mail callam 7 8 9 10 11 12 1 2 3 4 5 6 7 pm SEE PATIENTS See drug rep Drive to hospital Go online Start seeing Go online Check e-mail Drive to patients Review Check e-mail Hospital labs and Home for x-rays dinner Lunch Family Personal Calls time Search for information online @ hospital
    14. 14. WOMEN’S HEALTH EXPERIENCE PROGRAMS TARGETED TO OB/GYNS Product eDetailing eLive eSpeaker Training Patient Colpexin X X X Ditropan X Divigel X X Elmiron X X Enjuvia X Famvir X X Menocheck X X Ortho Evra X Ortho Prefest X Paragard X Premarin X X XPremarin Vaginal Cream X Prempro X Pristiq X X Toviaz X
    15. 15. HCP DATABASE Specialties Total Specialties TotalAllergy/Immunology 1,192 Orthopedic Surgery 5,146Anesthesiology 6,625 Otolaryngology 967Cardiology 7,973 Pain Medicine 1,117Critical Care/Hospitalist 1,920 Pediatrics 9,386Dermatology 4,267 Physical Medicine 2,362Emergency Medicine 3,151 Plastic Surgery 6,681Endocrinology 1,457 Psychiatry 9,124FP/GP 18,810 Pulmonology 1,234Gastroenterology 1,983 Radiology 1,575Geriatrics 1,231 Rheumatology 11,434Hematology 1,429 Surgery 13,564Infectious Disease 1,265 Urology 2,876Internal Medicine (general) 23,472 All Other 35,723Nephrology 1,038 Physician Total 216,765Neurology/NeuroSurgery 11,580OB/Gyn 12,024 Podiatry 174Oncology & Hem/Onc 10,401 General Dentistry 17,103Ophthalmology 5,758 HCP Total 234,042
    16. 16. OB/GYN 12,000Confidential
    17. 17. Interactive Content HCP Access 234,04DIAGRAM Software ™ 2 OB/GYN 12,000 DatabaseDialogue, Graphics & Motion ? ? Convinced ? by Smith Study Confidential
    18. 18. CORE PHILOSOPHY Superior User Experience 1:1 Marketing - DIAGRAM™ Active Learning Data & Analytics
    19. 19. The single most important factor in successfulinteractive communication is the delivery of asuperior userexperience Confidential
    20. 20. The single most important factor in successfulinteractive communication is the delivery of asuperior userexperience Confidential
    21. 21. superior user experience Design Functionality “Design is not just what it looks like and feels like. Design is how it works.” —Steve Jobs, Apple Inc.
    22. 22. superior user experience Design Functionality “Design is not just what it looks like and feels like. Design is how it works.” —Steve Jobs, Apple Inc.
    23. 23. Build meaningful relationships with engaging content throughactive learning Passive Learning 10% * National Institute of Behavior Science Confidential
    24. 24. Build meaningful relationships with engaging content throughactive learning Passive Learning 10% Active Learning 75% RETENTION * National Institute of Behavior Science Confidential
    25. 25. Applying Learning Theories to Content Creation Confidential
    26. 26. Applying Learning Theories to Content CreationCognitive Load TheoryDESIGN THAT OPTIMIZES INTELLECTUAL PERFORMANCEDual Coding TheoryRECALL OF IMAGES IS SUPERIOR TO VERBAL CODE ALONEExperiential Learning TheoryLEARNING BEGINS WITH EXPERIENCEAdult Learning TheoryACTIVE INVOLVEMENT IN THE LEARNING PROCESS Confidential
    27. 27. Confidential
    28. 28. Active Learningproduct examples Sales Aid Builder™ TV Commercial Builder™ Strategic Advisor™ Website Builder™ Reprint Review™ Patient Education Builder™ Build a Slide Kit™ Design a Clinical Study™ DTC Advisor™ Treatment Algorithm Builder™ Formulary Advisor™ Confidential
    29. 29. powered byDIAGRAM Software ™Graphical Data Collection Data collection for 1:1 dialog Content delivery based on user Profile to optimize response the user experience Confidential
    30. 30. powered byDIAGRAM Software ™Graphical Data Collection 2 Data collection 3 for 1:1 dialog 1 Content delivery based on user Profile to optimize response the user experience Confidential
    31. 31. Analytics Data OfferingsDashboards Analytical Services ? ? Convinced by Riddle MC ? Study Real-time answers Using attitudinal data for HCP to interaction data Segmentation, Profiling, Message Optimization & Predictive Modeling
    32. 32. The Dashboard Tour
    33. 33. The Dashboard Tour
    34. 34. CLOSING THE LOOP FOR EFFECTIVE MESSAGE OPTIMIZATION Profile MDs Attitudinally ID MD segments Data-Driven based on Rx lift insights Establish ongoing Rx drive relevant Intent/MD Interactions & Loyalty Scores 1:1 marketing ID segment attitudinal drivers Optimize 1:1 marketing Create insight-based message refinement
    35. 35. EXAMPLE: BEST CUSTOMER PROFILE 24% Is in large community with over 25 Pain Patients per month 49% Less fear of patient addiction 27% Uses pain rating scales Aggressive early treater Pain Specialists PCP’s Post-op & Back pain patients Orthopods Find Hartrick Study believable and relevant E & T message resonates esp with Pain SpecialistsLoyalty Index “Best Customer” insights suggest: 76 MDs as profiled have shown propensity to Rx more Brand X post eDetail and will have high Brand Loyalty scores given time on market.
    36. 36. GAIN INSIGHT
    37. 37. GAIN INSIGHT Integration to Digital Hub • Refine future messaging • Inform other tactics • Channel preferencesPDI Channels are tracked by unique HCP ID
    38. 38. ROI OF SELECTED PROGRAMS BY THERAPEUTIC CATEGORY* Therapeutic category ROI @ 12 months Alzheimer’s disease 4.6 : 1 Antibiotic – oral 8.2 : 1 Breast cancer – hormonal therapy 6.2 : 1 Herpes therapy 3.1 : 1 Hormone replacement therapy 12.9 : 1 Migraine 3.3 : 1 Pain – Acute 6.5 : 1 Pain – Chronic 5.4 : 1 Multiple sclerosis 16.7 : 1*Identification of selected brands may be available on request
    39. 39. ROI SIMULATION 16 ALL 14 decile 10 decile 9% Return (00) 12 decile 8 decile 7 10 8 6 4 2 0 1 2 3 4 5 6 7 8 9 % Increase in Rx
    40. 40. IMPACT: ROI EXAMPLES• Chronic Pain• Alzheimer’s Disease• Migraine• Anti-Infective
    41. 41. CHRONIC PAIN PROGRAM SNAPSHOT•3 eDetail waves/ • Expansion program 5 mail waves • Additional 20,000• Original program mail targets • 20,000 mail targets • Additional2,500 eDetail completions • 2,500 eDetail completions
    42. 42. Ultram ER-TEST CHRONIC PAIN RESULTS Ultram ER-CONTROL1.501.130.75 Program Starts0.38 Significant @ 99% Confidence 0 -5 -4 -3 -2 -1 0 1 2 3 4 5 6 7 • 1-3 eDetail waves completed • 6-month ROI: 651% or 7.5:1 • 98.4% NRx increase • 12-month ROI (proj) 1908%
    43. 43. ALZHEIMER’S DISEASE PROGRAM SNAPSHOT• 3 eDetail waves/ • Three Expansions 3 mail waves – 25,000 additional targets• Original program – 5,000 additional – 17,500 targets completions – 2,500 eDetail completions
    44. 44. Razadyne ER-TEST ALZHEIMER’S DISEASE RESULTS Razadyne ER-CONTROL0.700.530.350.18 Program Starts Significant @ 99% Confidence 0 -5 -4 -3 -2 -1 0 1 2 3 4 5 6 7 8 9 10 11 12 13 • 3 eDetail / 3 mail waves • 12-month ROI: 760% or 8.5:1 • 68.9% NRx increase • 24-month ROI (proj) 1120%
    45. 45. MIGRAINE CATEGORY PROGRAM SNAPSHOT• 3 eDetail waves/ • Expansion program 4 mail waves – More content• Original Program • VIP program – in progress – 12,500 mail targets – 2,000 eDetail completions
    46. 46. Axert-TEST MIGRAINE PROGRAM SNAPSHOT Axert-CONTROL0.900.680.45 Program Starts0.23 Significant @ 95% Confidence 0 Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec • 3 eDetail / 4 mail waves (n=722) • 12-month ROI: 334% or 4.3:1 • 55.3% NRx increase • 18-month ROI (proj): 668%
    47. 47. ANTIBIOTIC PROGRAM SNAPSHOT• 3 eDetail waves/ • Expansion program 4 mail waves – More content• Original Program • VIP program – in progress – 20,000 mail targets – 3,000 eDetail completions
    48. 48. Levaquin-TEST ANTIBIOTIC RESULTS Levaquin-CONTROL9.006.754.502.25 Significant @ 99% Confidence 0 -5 -4 -3 -2 -1 0 1 2 3 4 5 6 7 8 9 10 11 • 3 eDetail / 4 mail waves (n=949) • 12-month ROI: 734% or 8.3:1 • 86.7% NRx increase
    49. 49. DEMO
    50. 50. CASE STUDY Channel EffectivenessSynergistic effect between Live Reps and eDetailing + = Rx Lift
    51. 51. PRODUCT CHANNEL EFFECTIVENESS SYNERGISTIC EFFECT INCREASED AVG. # OF PRODUCT PATIENTS BY 60% OVER REP CALL ALONE 15 Highest 12 among MDs receiving rep call and eDetail 9# of patients promotion 6 6.0 3 60% Synergistic effect 2.4 1.5 1.0 0 eDetail/ eDetail Only Rep Detail No Detail No Detail Rep Detail n=31 Only n=126 (non-called on) n=68 n=171 Source: Message Recall (Wave 2), January/February 2009 Base: Total unique physicians, *Less than 0.5%
    52. 52. PRODUCT CHANNEL EFFECTIVENESS REPS WERE ENGAGED TO DRIVE EDETAIL PARTICIPATIONSituation:Opportunity to boost PRODUCT Xmarket share in a district 39%Multi-Channel Tactic:Team deployed eDetail with market’stop urologists on a weekly basisResults:Over 13 week period territory Rx liftexperienced an Rx lift from 19scripts to 28 scripts among 7urologists participating in the eDetail Rep + eDetail
    53. 53. NUCYNTA (TAPENTADOL)
    54. 54. BRAND SOLUTION OBJECTIVES• “Disrupt” the Pain Market • NeoPathways—Disease State Education Program• Reinforce that pain management is often • Comprehensive, under managed multichannel, multi-module communication program• Providescientific data supporting chronicity of • Synergistic sales pain concept force program
    55. 55. • 6-wave pre-launch campaign – Highlight challenges in pain management – Create a baseline of INDIVIDUAL physician attitudes re: under treatment of pain – Generate awareness around core issues in pain management – DISRUPT Market & existing habits
    56. 56. RESULTS>20,000 >55,000 18 min. >90% unique total modules Average time per opt-in for participants reviewed participant branded launch• Significant increase in awareness of key brand issues, e.g. dual MOA• Participants had a significant higher uptake at launch
    57. 57. NEOPATHWAYS EDETAILING PROGRAM:CUMULATIVE PARTICIPATION SINCE LAUNCH PRICARA REPS (05/15/09)
    58. 58. TACTICAL IMPLEMENTATION
    59. 59. TACTICAL IMPLEMENTATION
    60. 60. LAUNCH RESULTS• Prior to seeing any brand data, HCPs were presented with 3 patient profiles and were asked what medication they would prescribe. Before reviewing After reviewing 3 Patient Profiles Nucynta data Nucynta data Middle age male, former athlete, acute low back pain, currently self treating with NSAIDs, no other 52% chose 65% chose significant medical history, receiving no additional Vicodin Nucynta medications Middle age female, acute post-op hip replacement 46% chose 65% chose with moderate intermittent pain, no other significant medical history, receiving no additional medications Vicodin Nucynta Male, late 30’s, car crash survivor, severe shoulder injury/trauma and pain, no other significant medical 37% chose 64% chose history, on no other regular medical therapy Vicodin Nucynta
    61. 61. PRE-LAUNCH EDETAIL CAMPAIGN SIGNIFICANTLY ACCELERATED UPTAKE AT LAUNCH 2009 Nucynta - Group DCA e-detailing Program ALL Doctors N=3,432 Change in Nucynta NRxs/MD (Prelaunch eDetails vs Control) = 131.0% Significant @ 99% Confidence 2.50 2.00 Nucynta NRxs per doctor 1.50 Nucynta-Prelaunch eDetails 1.00 0.50 0.00 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 Period
    62. 62. COBAS HPV TEST PROPOSED MESSAGING TWELVE CALL PLANMonth Primary Message Objective 1 Introduction to Roche Diagnostics Service/Relationship 2 Launch Detail: cobas HPV Test Introduce the benefits of the cobas HPV Test 3 ATHENA: In-depth review Communicate importance of the study, GT 16 & 18 4 HPV: Why test women >30 Market expansion 5 Why specify the cobas HPV Test: Branding/brand specification 6 How to talk to patients about the HPV test Service/Relationship 7 Importance of GT 16/18 as risk factors Education 8 Benefits of cobas HPV test to HCPs, labs, patients Branding/brand specification 9 HPV test guideline review Market expansion 10 cobas HPV test v. Competition Branding/brand specification 11 ATHENA Trial: sub-analyses Branding/brand specification 12 HPV: Myths and Facts Market expansion
    63. 63. COBAS HPV TEST ONLINE MESSAGING OVERVIEWMonth e-Mail e-Detail 1 Introduction to Roche Diagnostics 2 Launch Detail: cobas HPV Test Introduce the benefits of the cobas HPV Test 3 ATHENA: In-depth review 4 HPV: Why test women >30 5 Why specify the cobas HPV Test: 6 How to talk to patients about the HPV test How to talk to patients about the HPV test 7 Importance of GT 16/18 as risk factors 8 Benefits of cobas HPV test to HCPs, labs, patients 9 HPV test guideline review HPV test guideline review 10 cobas HPV test v. Competition 11 ATHENA Trial: sub-analyses 12 HPV: Myths and Facts HPV: Myths and Facts
    64. 64. Tactics Qty Cost TotaleDetailing Sessions 4 waves at 85K•2 Full 5 Minute Sessions (Est. $85K) 4 73750 $295,000•2 Mini (2-3) Minute Session (Est $62.5K)eDetailing eMails 12 7200 $86,400Supplemental email recruitment 8 3500 $28,000•2 emails per waveeMail Broadcasts (12,000 x 12) 144000 0.45 $64,800Direct Mail/Web Key (recruitment) 24000 3.50 $84,000iPad/Tablet Details for Reps 1 85000 $85,000iPhone App 1 42500 $42,500Total $685,700 Confidential
    65. 65. Interactive Experience Experts Confidential

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