Overview of Return on Focus

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Return on Focus is a pharmaceutical marketing company, that has developed a unique Evidence-Based Marketing approach that allows us to formulate the optimal pharmaceutical marketing strategy for your brand. We use this philosophy every day to help our clients make more informed strategic and investment decisions that drive improved return.

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Overview of Return on Focus

  1. 1. ROF Evidence-Based Marketing Overview Introduction to Evidence-Based Marketing Prepared for LinkedIn/Slideshare Community 2014
  2. 2. ©2006 - 2010 Return on Focus LLC. All rights reserved. PO MARKETING INSANITY… DOING THE SAME THINGS OVER AND OVER AGAIN AND EXPECTING DIFFERENT RESULTS If you want things to be different for your brand, you need a different approach What Do We Diagnose and Treat Everyday at ROF?
  3. 3. Need a Different Approach Because Majority of New Product Launches Fail to Live Up to Expectations SOURCE: EvaluatePharma, McKinsey Analysis of sample of 210 NME between 2003 and 2009 Actual Sales During 1st Year of Launch As % 1st Year Forecast Prior to Launch Almost 2/3 fail to meet first year forecast ©2006 – 2014 Return on Focus LLC. All rights reserved. PROPRIETARY AND CONFIDENTIAL 3
  4. 4. Our Unique EVIDENCE-BASED MARKETING Approach EVIDENCE-BASED MARKETING (EBM) is our tool that enables the integration of internal evidence with external strategic expertise and normative values Best Marketing/ Research Evidence Objective Strategic and Marketing Expertise Normative, Comparative, & Analogous Industry Values ©2006 - 2014 Return on Focus LLC. All rights reserved. PROPRIETARY AND CONFIDENTIAL 4
  5. 5. Objective Evaluation – Level of Evidence Taxonomyvv IncreasingLevelofSupport Preponderance of Evidence • Hypothesis validated by quantitative research • Includes studies that assess absolute impact on prescribing • Primary and secondary research support Demonstrative Evidence • Hypothesis supported by quantitative or qualitative research • Includes studies and/or data indicative of impact on prescribing • Primary and secondary research support Circumstantial Evidence • Hypothesis supported qualitative research or transactional reporting information (not linked to patient level data) • Validated in at least one study • Provides indirect support regarding prescribing Observational Evidence • Hypothesis has been proven within category or with competing/similar products • Potential for influence on brand not yet validated in research 5 4 3 Anecdotal Evidence • Limited support for hypothesis available • Based on supposition of issue rather than fact 1 2 Goal is to attain the highest level of evidence possible in support of commercial needs and investments vAdapted from Elbell MH, et al. Strength of Recommendation Taxonomy (SORT): a patient-centered approach to grading evidence in the medical literature. Am Fam Physician 2004; 69: 549-57 ©2006 - 2014 Return on Focus LLC. All rights reserved. PROPRIETARY AND CONFIDENTIAL 5
  6. 6. ROF Leadership Team ©2006 - 2014 Return on Focus LLC. All rights reserved. PROPRIETARY AND CONFIDENTIAL 6 Over 20 years of client and supplier-side marketing experience Founded, led and sold successful Brand Positioning Company Created ROF in 2006 with the level of evidence philosophy based on the underlying need in the biopharmaceutical industry Passion – Critically examining grandfathered strategies and tenure investments to make way for what truly works for your brand Extensive experience in endocrinology, oncology/hematology are rare diseases Over 15 years of client and supplier-side marketing experience 8+ years of focus on Integrated Pharmaceutical Marketing Passion – Finding an unexpected “nugget” during an analysis that changes the way we view a product or market Previous worked at MSKCC in leukemia and lymphoma department; Worked at Oncology.com; led integrated marketing efforts at Shire GI business unit Dan Reinhardt Abby Manning
  7. 7. Return on Focus has provided strategic-based evidence and insights across a diverse range of biotechnology and specialty care companies The Value of Evidence-Based Marketing is Recognized Among Industry Leaders Biotechnology, Specialty-Care & Vaccine Portfolio ©2006 - 2014 Return on Focus LLC. All rights reserved. PROPRIETARY AND CONFIDENTIAL 7
  8. 8. Extensive Category Experience Rare Diseases Acromegaly ALS Castleman’s Cushing’s Non 24 Hour Syndrome Sarcoma Severe Primary IGFD TTR Amyloidosis Inflammation & Immunology Alzheimer’s Crohn’s Disease Lupus Multiple Sclerosis Psoriasis Rheumatoid Arthritis Ulcerative Colitis Solid Tumor Adjuvant Breast Cancer Lung Cancer Metastatic Breast Cancer NET/Carcinoid Prostate Cancer Hematology CLL Hemophilia A Hemophilia B MCL Multiple Myeloma NHL Marketing application requires deep category knowledge to be valuable ©2006 - 2014 Return on Focus LLC. All rights reserved. PROPRIETARY AND CONFIDENTIAL 8
  9. 9. Application of EVIDENCE-BASED MARKETING Approach ©2006 - 2014 Return on Focus LLC. All rights reserved. PROPRIETARY AND CONFIDENTIAL 9 Marketing Opportunity Marketing Effectiveness Communication Adherence
  10. 10. EVIDENCE-BASED MARKETING Designed to Address Key Business Questions ©2006 - 2014 Return on Focus LLC. All rights reserved. PROPRIETARY AND CONFIDENTIAL 10 Marketing Opportunity Marketing Effectiveness Communication Adherence •  Could my brand benefit from a strong patient marketing strategy? •  Do mid-level healthcare professionals represent an untapped opportunity within my market? •  What additional marketing opportunities best leverage my new clinical data? •  What can be done to educate and condition the market to rapidly internalize my brand story at launch? •  How do I craft a compelling and differentiated story for my brand? •  Does the focus of my current positioning have the ability to maximize my brand success throughout its lifecycle? •  Which of my marketing investments are providing the greatest return? •  How do my marketing efforts compare to industry best practices? •  How can I optimize my channel mix to increase return? •  How can I determine the “real world” adherence for my brand or class of medication? •  What specific factors are contributing to non- adherence with my brand? •  Which adherence- enhancing interventions have demonstrated proven impact in overcoming my brand’s specific challenges?
  11. 11. Pervasive Level of Evidence philosophy that drives actionable insights and planning Significant marketing, research, and analogous category experience from your day-to-day senior level team enriches analysis Objective and independent thinking devoid of promotional prejudice Extensive, collective promotional effectiveness memory increases likelihood of success All services – strategic and research – under one roof with fixed pricing Strong client testimonials available upon request Benefits of Choosing Return on Focus ©2006 - 2014 Return on Focus LLC. All rights reserved. PROPRIETARY AND CONFIDENTIAL 11
  12. 12. ROF Contact Information ©2006 - 2014 Return on Focus LLC. All rights reserved. PROPRIETARY AND CONFIDENTIAL 12 Dan Reinhardt dreinhardt@returnonfocus.com @danreinhardt Abby Manning amanning@returnonfocus.com Return on Focus, LLC 317 George Street, Suite 410 New Brunswick, NJ 08901 Tel: 888.815.4ROF Fax: 888.367.4531 To learn more about how we think, visit LevelofEvidence.com

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