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Chelsea Therapeutics - Northera NOH 2011 Market Research Plan
Will Roettger is a principal consultant at 20/20 Market Insights, LLC, with extensive experience in the pharmaceutical and biotech sectors, particularly in oncology, hematology, and immunology. He specializes in marketing intelligence for high-priced specialty products and has played a key role in the launch of two specialty products, providing insights from market research and competitive intelligence. Roettger aims to help clients understand competitor landscapes and make informed strategic decisions in drug development.
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Chelsea Therapeutics - Northera NOH 2011 Market Research Plan
- 1. By Will Roettger Principal Consultant 20/20 Market Insights, LLC November 8, 2010
- 2. Will Roettger is an established career professional in the pharmaceutical and biotech industry. Having worked for Novartis, AstraZeneca, Merck, Alexion, and Dendreon he has developed expertise across the therapeutic areas of oncology, hematology, and immunology for pipeline and launch products. He has been instrumental in establishing marketing intelligence as a core capability in support of clinical and commercial new product development, solving the many commercial challenges that high-‐priced specialty products face from a patient, provider, and investor perspective. Additionally he has supported two specialty product launches, providing actionable insights and recommendations by integrating market research findings with competitive intelligence. As a principal for 20/20 Market Insights, LLC, he is dedicated to providing clients with clear vision into competitor landscapes, strategies, and product assessments that drive strategic business decisions in new drug development. Contact Information: Will Roettger Principal Consultant 20/20 Market Insights, LLC 908-‐391-‐4362 will.roettger@gmail.com 2
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- 26. 1. Merck Manual 2009-‐2010, Ch 86, Section 11. 2. Rutan, GH, Hermanson, B, Bild, DE, et al. Orthostatic hypotension in older adults: The Cardiovascular Health Study CHS Collaborative Research Group. Hypertension 1992; 19:508. 3. J Gerontol A Biol Sci Med Sci (2000) 55 (8): M458-‐M462. Diagnostic Yield and Development of a Neurocardiovascular Investigation Unit for Older Adults in Hospital. Liesl Allcock 4. Allcock LM, Ullyart K, Kenny RA, Burn DJ (2004) Frequency of orthostatic hypotension in a community based cohort of patients with 26 Parkinson’s disease. J Neurol Neurosurg Psychiatry 75:1470–1471
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- 29. Secondary Data Market Insight Study TPP Testing ATU Tracker Segmentation Positioning Messaging 29
- 30. Physician Insights Patient Insights Concept Testing Detail Aid Testing Pricing Research 30
- 31. Medical Claims/ EMR Data Rx Data ATU Tracking Analytics Message Recall Analytics 31
- 32. Northera™ NOH Global Market Research Plan (2010-‐2012) 2 0 1 0 G5 G5 June May Apr Mar US Jan US 2 0 1 1 2 0 1 2 Forecast ATU Market Product Form Detail Aid Tracker – Model I Insight & & Packaging Development pre launch Segmentatio Research (Qual) TPP Testing n Concept Patient/ Positioning (Quant) Patient Ed Branding Developmen Support Group Ideation Developmen TPP Testing Detail Aid t (Qual) Insight Study (Qual) t (Qual) Development Positioning Concept (Qual) (Quant) Evaluation Developmen (Quant) t (Quant) PEST Evaluation Strategy Development Launch G5 Dec Aug US Jul Jun May Apr US Mar Feb Jan US Dec Nov Oct US G5 Nov G5 Oct G5 DDMAC NDA Feb Phase III Trial Data (306) Sep Phase III Trial Data (301) Forecast Model II ATU Tracker (baseline ) EU Market Insight & Segmentatio n Messag e Recall ATU Tracker (Wave 1) Product Persistency / Complianc e Study Ongoing Performance Analytics/SFE Tactics 32 evelopment D Performance Assessment
- 33. SCOPE US US US US US US US US US US US US US US US US US 2011 - 2012 Positioning- Ideation (Qual) Positioning - Evaluation (Quant) Branding TPP Testing (Qual) TPP Testing (Quant) Patient Support Group Insight Study (Qual) ATU Tracker - Pre Launch Concept Development (Qual) Concept Test (Quant) Detail Aid Development (Qual) Detail Aid Test (Quant) Product Packaging Research Patient Ed Development ATU Tracker - Baseline ATU Tracker – Wave 1 Message Recall Product Persistency/Compliance Study COST 40,000 75,000 60,000 40,000 75,000 30,000 65,000 30,000 70,000 40,000 75,000 60,000 30,000 60,000 60,000 60,000 65,000 $ 935,000 Sub Total 1. Does not include data purchases such as IMS, SDI, Datamonitor, Decision Resources, etc. 33
- 34. % Time % Time 35% 50% 30% 40% 25% 10% 8% Primary Secondary CI 2% SFE Primary 34 Secondary CI SFE
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- 36. 1. Manhattan Research’s – e-‐Pharma Physician Report. 2. SK & A Research Survey 36
- 37. 1. Manhattan Research’s – e-‐Pharma Physician Report. 2. SK & A Research Survey 37
- 38. 1. Manhattan Research’s – e-‐Pharma Physician 38
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- 45. 1. JAMIA 2010;17:403-‐410 doi:10.1136/jamia.2010.005660, Cornelia M Ruland, Effects of a computer-‐supported interactive tailored patient assessment tool on patient care, symptom distress, and patients' need for symptom management support: a 45 randomized clinical trial
- 46. 1. Online Depression Assessment Tool Validated, Preferred by Patients Friday, July 30, 2010 -‐ Elsevier Global Medical News By Damian McNamara. http://www.medconnect.com.au//tabid/84/s25/Pain-‐Anaesthesia/ct1/c337854/Online-‐Depression-‐ 46 Assessment-‐Tool-‐Validated-‐Preferred-‐by-‐Patients
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- 49. Will Roettger Principal Consultant 20/20 Market Insights, LLC 908-‐391-‐4362 will.roettger@gmail.com 49