Health Outcomes Report Summary


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Report Summary--Best Practices in Utilizing Health Outcomes Data. Contact me to view the full report.

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Health Outcomes Report Summary

  1. 1. Best Practices in Utilizing Health Outcomes Data Best Practices, LLC Benchmarking Report
  2. 2. Table of Contents PageINTRODUCTION 5SUMMARY OF KEY INSIGHTS 7KEY FINDINGS 8UNIVERSE OF LEARNING 10HEALTH OUTCOMES REPORTING STRUCTURE 13• Structure of Health Outcomes Function 14• Health Outcomes Leadership Growing in Seniority 15• More HO Groups Report to S&M than in 2009 16UTILIZING HEALTH OUTCOME DATA 17• Most Common Decisions Made By Health Outcomes 18• About 60 Percent Use Health Outcomes Data for Unsolicited and Proactive Requests 19• How Companies Provide HO Data When They Offer Unsolicited and Proactive 20• Health Outcomes Data Used Most Often with Managed Care AccountManagers and Medical Science Liaisons 21• Almost All Companies Use Prospective Health Outcomes Data forPromotional Purposes 22• Variance Exists in Corporate Usage of Prospective Health Outcomes Data 23• Retrospective Use of HO Data Remains Cautious 24• Companies More Likely to Use Retrospective Health Outcomes DataOff-Label than in 2009 25• Managed Care Account Managers Are Provided Data Most Often forOn-Label Purposes 26• Health Outcomes Data Used More Often With Sales Reps Than in 2009,Typically On-Label When Utilized 27
  3. 3. Table of Contents Page •Medical Science Liaisons Receive a Mix of Health Outcomes Data, More so Than Others 28 • Brand Teams Receive Data Frequently for On-Label Purposes, and Off-Label Has Risen As Well 29 • Sales Training Receives Health Outcomes Data On-Label, But Less Frequently Than Other Groups 30 • About 50% Avoid Health Outcomes Data for Off-Label Purposes 31 • Health Outcomes Data Is Used in a Limited Manner with Other Groups 32 HEALTH OUTCOME DATA REVIEW PROCESS 33 • Medical, Legal and Commercial Reviews Are the Groups that Often Examine Health Outcomes Data 34 • Medical, Legal and Regulatory Consistently Sit on Health Outcomes Review Committee 35 • Health Outcomes Data Reviewed Most Often at Brand Level 36 HEALTH OUTCOME DATA OVERVIEW 37 • Tiered Classifications Not Being Implemented By Health Outcomes Groups 38 • Most Companies See a High Level of Risk With Health Outcomes Data For Off-Label Promotion 39 • Utilization of Health Outcome Data 40-41 • Strategic Planning A Critical Output From Internal Health Outcomes Data Usage 42 • Treatment Guidelines Top Use of Health Outcomes Data with Physicians 43 • Reimbursement and Drug Formulary Inclusion Most Used Activities with Health Outcomes Data Usage 44
  4. 4. Table of Contents Page•Patients Not Seen As a Vital When It Comes to Health Outcomes Data 45• Process Flow for using Health Outcomes Data for Promotional/ Commercial Purposes 46 HEALTH OUTCOME DATA BEST PRACTICES INSIGHTS 47• Major Initiatives 48• Best Practices for Utilizing Health Outcome 49• Primary Elements in Health Outcomes Piece 50 ABOUT BEST PRACTICES, LLC 51
  5. 5. Project Methodology and Study ObjectivesOptimizing the use of Health Outcomes data is vital to the success of biotechnology andpharmaceutical companies. This report provides insight and best practices that are beingused by companies and reviews the use of Health Outcomes data in promotional/commercialsettings. This report seeks to understand how pharmaceutical and biotech organizations optimize and utilize health outcomes data in promotional settings and the possible Regulatory issues that arise as a result of their use. Key study objectives Structure and Reporting Lines of Authority Health Outcomes Decisions Use of Health Outcomes Data Proactively and Retrospectively Who and How is HO Data Utilized with Different Groups HO Review Process and StructureCopyright © Best Practices®, LLC 2
  6. 6. List of Participating CompaniesThe benchmark class includes 18 participants from 16 companies across thepharmaceutical, biotech and medical device industries. 2011 2009 Abbott Abbott Alfred Mann Allergan Foundation Amgen ASSESSmint Baxter Baxter Becton Dickinson Bayer Beckman Coulter Becton Dickinson Biogen Idec C. Kalb & Associates, Boehringer Ingelheim LLC Eisai, Inc. Eisai Inc Laboratorios Esteve Laboratorios Esteve Ethicon, Inc. Mahde Taban Gilead Medtronic GlaxoSmithKline Novo Nordisk A/S Medimmune Pfizer Merck & Co. Regeneron OrthoBiotech Pharmaceuticals Pfizer Shire ShireCopyright © Best Practices®, LLC 3
  7. 7. Range of Career Levels Lend InsightResearch participants’ roles ranged from senior leaders to managers of medical affairsto medical science liaisons. 2011 2009 Associate Director, Health Outcomes Chief Marketing Officer Chief Analyst Clinical Marketing Manager - EMA Commercial Director CVM Category Head Director, Managed Markets Marketing DIRECTOR (3) Director, Global HEOR Director of Marketing Director, Strategic Planning Director, Medical Sciences Division Vice President, Global Labeling, Director, Regulatory Affairs Advertising & Promotion Director, Strategic Planning Health Economist Divisional VP - Global Clinical Managing Director Deputy in Marketing Epidemiology and HEOR Medical Director Executive Director, GHO President Head of Strategic Accounts Principal Reimbursement Analyst Medical Affairs Director (4) Sr. Director National/Sales Manager (3) Sr. Director, HEOR Acting Director, Health Outcomes Vice President Sr. Director, Global HEOR Vice President, Medical Services Sr. Director/Commercial Team Leader Sr. Manager Sales Training Sr. Director Medical Affairs Vice President , Medical & Scientific AffairsCopyright © Best Practices®, LLC 4
  8. 8. Structure of Health Outcomes Function As brand teams require accurate data to commercially position the information, 61 percent of participants indicated that Health Outcomes (HO) is a part of centralized organization. Responses Relative to 2009, other numbers appeared similar for decentralization or seating in a brand team. Which of the following best describes the structure of your Health Outcomes function? Part of a local Part of a local Other , 6% Consultants brand team, brand team, 6% 6%Part of a global Part of a global brand team, brand team, 6% 18% Part of a Part of a Part of a decentralized centralized centralized organization, organization, Part of a organization, 22% 61% decentralized 64% organization, 22% N2011=18 N2009=33 Copyright © Best Practices®, LLC 5
  9. 9. Most Common Decisions Made By Health Outcomes Health Outcomes Research continues to remain the most common decision made by Health Outcomes groups. The importance of decisions made on marketing plans dropped dramatically in 2011, by about 24 percent. In contrast, the importance of decisions related to market access strategies have increased to 53 percent from 24 percent in 2009. What types of decisions are made by your Health Outcomes group (s)? Health Outcomes Research Health Outcomes ResearchScientific Publication Strategies Marketing plans Market Access Strategies Scientific publication strategies Reimbursement Reimbursement Clinical Development Clinical development Drug Formulary Inclusion Pricing Pricing Market access strategies Marketing Plans New indications New indications Drug formulary inclusion Treatment Guidelines Treatment guidelines N2011=17 Data provided in actual report. N2009=33 Copyright © Best Practices®, LLC 6
  10. 10. Health Outcomes Data Used Most Often with Managed CareAccount Managers and Medical Science LiaisonsData that is used on-label tends to be utilized more across the board, but most companieslook to provide Health Outcomes data to their managed care groups and medical scienceliaisons – as the two sets of employees can have the most influence with physicians andmanaged care organizations. With whom do you use Health Outcomes Data for promotional purposes? Prospective Data On- Prospective Data Retrospective Retrospective Item label Off-Label Data On-label Data Off-Label 2011 2009 2011 2009 2011 2009 2011 2009 Managed Care Account Managers Sales Reps Medical Science Liaisons Data provided in actual report. Brand Teams Sales Training Other Do Not Use N2011=14 N2009=29Copyright © Best Practices®, LLC 7
  11. 11. Health Outcomes Data Reviewed Most Often atBrand LevelBenchmark participants clearly favor reviews done at the brand level in 2011. In 2009 there wasno clearly favored review process that was used, as 11 out of 21 companies reviewed HealthOutcomes data at the brand level and 10 out of 21 reviewed at the therapeutic level. What is the scope and structure of the legal review committee? (Participants checked all that applied.) Reviews at a Reviews at a 75% 52% Brand Level Brand Level Reviews at a Reviews at a Therapeutic 33% Therapeutic 48% Level Level Located in CentralizedCorporate but 17% Corporate 29%Decentralized Group Centralized Located in Corporate 8% Corporate but 14% Group Decentralized N2011=12 N2009=21Copyright © Best Practices®, LLC 8
  12. 12. Utilization of Health Outcome DataReimbursement and drug formulary decision continue to remain the main usage of HealthOutcome data with managed care. Relative to 2009, the importance of using on-label datainternally for reimbursement has increased by 24% . In 2011, on-label data is mainly utilizedfor explaining treatment guideline to physicians and patients. How does your company utilize Health Outcomes data with patients, managed care, physicians and internally? Internally Managed Care Physicians Patients Item 2011 2009 2011 2009 2011 2009 2011 2009 Pricing Reimbursement Data provided in actual report. Treatment guidelines Drug formulary inclusion New indications N2011=13 N2009=19Copyright © Best Practices®, LLC 9
  13. 13. Treatment Guidelines Top Use of Health OutcomesData with PhysiciansMore than three-fourths of companies use Health Outcomes data for reimbursement guidelinesfor interactions with physicians while 69% of them use it to present data around drug formularyinclusion. While in 2009, more than three-fourths of companies use Health Outcomes data fortreatment guidelines for interactions with physicians. Q. How does your company utilize Health Outcomes data with physicians? 2011 2009 Treatment guidelines 77% 69% Scientific publication strategies 50% 38% Marketing plans 14% 38% New indications 50% 38% Drug formulary inclusion 23% 38% Clinical development 41% 31% 18% Reimbursement 31% Market access strategies 27% 23% Pricing 9% 15% N2011=13 N2009=19Copyright © Best Practices®, LLC 10
  14. 14. About Best Practices, LLC Best Practices, LLC is a research and consulting firm that conducts work based on the simple yet profound principle that organizations can chart a course to superior economic performance by studying the best business practices, operating tactics and winning strategies of world-class companies. Best Practices, LLC 6350 Quadrangle Drive, Suite 200, Chapel Hill, NC 27517 919-403-0251 © Best Practices®, LLC 11