MSA Anonymous Patient-Level Clincial Laboratory Data 2013


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Explore using clinical laboratory test data results of optimize marketing efforts. Reach physicians seeing patients who are tested for various disorders, but may not yet be receiving prescription drugs or other therapies.

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MSA Anonymous Patient-Level Clincial Laboratory Data 2013

  1. 1. MSA: World Leader in Marketing AnalyticsUse of De-Identified HIPAA-Complaint Clinical Laboratory Datafor Targeted Marketplace AnalysisEnhance your understanding of the marketplace through the use of lab test ordering and results
  2. 2. 2Copyright © 2012, MANAGEMENT SCIENCE ASSOCIATES, INC.CorporateThrough quantitative and qualitative market assessment and planning, MSA helpsclients build solid foundations for commercial success. MSA RxDx Consulting andData Services offers two levels of services:1. Data: Access to HIPAA-compliant laboratory data tailored for your use2. Market Analysis: Market Analysis and Customer Segmentation,Customer Value Proposition, Competitive Position Assessment, ProductPositioning, and Marketing Planning with a quantitative point of view thatoffers results that impact strategic plans and sales activities.For IVD or BioPharma organizations, the MSA team has access to uniquedatasets in the clinical laboratory environment where use of a diagnostic assaymay point to the use of your brand in the marketplace.MSA RxDx Consulting and Data Services
  3. 3. 3Copyright © 2012, MANAGEMENT SCIENCE ASSOCIATES, INC.CorporateSource: http://www.burrillreport.comNot your father’s laboratory…
  4. 4. 4Copyright © 2012, MANAGEMENT SCIENCE ASSOCIATES, INC.CorporateMSA RxDx Lab Orders and Results: US ReachSource: G2 Reports
  5. 5. 5Copyright © 2012, MANAGEMENT SCIENCE ASSOCIATES, INC.CorporateVolume of all testing – Lab TypesSource: G2 Reports
  6. 6. 6Copyright © 2012, MANAGEMENT SCIENCE ASSOCIATES, INC.CorporateMarketplace Data: Rx or Dx Data? MSA has direct access to data generated by cliniciansordering specific lab tests and the results of those tests.Prescription (Rx) based dataidentifies clinicians prescribingLaboratory (Dx) based data identifiesclinicians ordering assaysA blend of both data sets can provide new insights into your marketplaceto better target product development and marketing activities.
  7. 7. 7Copyright © 2012, MANAGEMENT SCIENCE ASSOCIATES, INC.CorporatePrescription Based Data Prescription (Rx) data may represent a surrogate market fordisease treatment/diagnosis but may not represent the idealmarket segment in which your brand is prescribed.Prescription based data identifies cliniciansprescribing your brand (and competition)
  8. 8. 8Copyright © 2012, MANAGEMENT SCIENCE ASSOCIATES, INC.CorporateDiagnostic Assay Based Data Diagnostic (Dx) assay data represent specific markets thatutilize laboratory diagnostics to screen, diagnose, monitorand treat the market segment.Laboratory based data can help youunderstand the ordering patterns and resultsfor the assay specific to your brand
  9. 9. 9Copyright © 2012, MANAGEMENT SCIENCE ASSOCIATES, INC.CorporateDx Data In certain situations, a potential customer for your brandmay not be prescribing your brand (or the competitor) yetis utilizing laboratory assays to screen, diagnose, monitorand treat patients with the disease where your brandmay be used.
  10. 10. 10Copyright © 2012, MANAGEMENT SCIENCE ASSOCIATES, INC.CorporateRxDx Marketplace Data In many market situations, the ideal customer for your brandis prescribing and utilizing laboratory assays to screen,diagnose, monitor and treat patients. Dx data can helpprioritize and optimize marketing efforts.
  11. 11. 11Copyright © 2012, MANAGEMENT SCIENCE ASSOCIATES, INC.CorporateMSA RxDx Lab Orders and Results: US ReachThrough our Clinical Laboratory Partners, MSA has access to HIPAAcompliant lab ordering and results data to optimize marketing efforts.
  12. 12. 12Copyright © 2012, MANAGEMENT SCIENCE ASSOCIATES, INC.CorporateHow do I start using Laboratory Data?Are there one or more lab assays used to:diagnose, assess risk,guide preventative care,select or exclude patientsfor therapy, optimize drugselection or monitor patientsthroughout the disease process?Does your brand team know howclinicians use these assays, and theepidemiology of the results?Select the assay that is ordered for themedical condition that your brand is used.Through our partners MSA will acquirethe HIPAA compliant laboratory data thatis specific to your brands’ disease.MSA will aggregate and can integrate withother data sets available.Brand Teams and Sales Managementcan now have additional insights intothe patient population and howclinicians approach the patient!The reports, interpretations,analysis and results enable brandteams to optimize promotionalefforts.PredictiveModels& ReportsMSA will perform analysis,create models and producereports that are specific to thebrand and marketplacerequirements
  13. 13. 13Copyright © 2012, MANAGEMENT SCIENCE ASSOCIATES, INC.CorporateAnalysis, Models and Reports, with Lab DataLab Data(MONTHLY)PredictiveModels& ReportsPharmaceuticalCompanyTargeted Marketing
  14. 14. 14Copyright © 2012, MANAGEMENT SCIENCE ASSOCIATES, INC.CorporateAbout MSAMSA provides business solutions which integrateinformation, technology, analytics, and strategic thinking Leader in analytical software and information-based systems, withover 850 employees worldwide Over 50 years of continuous growth through R&D and innovations Global presence Pittsburgh (headquarters) New York Atlanta High Point, NC China Malaysia UK
  15. 15. 15Copyright © 2012, MANAGEMENT SCIENCE ASSOCIATES, INC.CorporateExamples of MSA’s RxDx Experience Consumer test and control longitudinal behavioral analysis Consumer band choice process for OTC product. Physician loyalty grouping and tracking. Brand share forecasting for new Rx product (using physician trialand repeat prescription rates). Launch analysis for pharmacogenomic Dx assays. Brand clustering and segmentation of Rx category. ROI evaluation of DTC advertising for Rx products. Marketing mix and ROI analysis for OTC products. Pharmaceutical Research & Manufacturers Association study on Rxdrug marketing. Ordering pattern analysis (targeting) for cardiovascular Dx.
  16. 16. 16Copyright © 2012, MANAGEMENT SCIENCE ASSOCIATES, INC.CorporateNext StepsAl Rajeckas, PhD(949) 370-4300al.rajeckas@biorxdx.comContact us today for a personalized assessment of your specific situationand challenges and see how MSA can help you meet your business goals.Providing business solutions which integrate informationtechnology, analytics and strategic thinking