The client, a dominant market leader in oncology, wanted to optimize their sales and marketing strategies to increase market share and prepare for new competitors. A case study was conducted using qualitative interviews and quantitative surveys of oncologists in France and Germany. The study found the client's product was the 2nd most prescribed but had an opportunity to grow in certain cancer types. It was recommended the client focus messaging on protocols that trigger prescriptions of their single injection product to increase market share based on convenience and cost savings versus competitors.

1. CASE STUDY
SALES & MARKETING
OPTIMIZATION in ONCOLOGY
METHODOLOGIES USED:
1. Qualitative F2F Interviews
2. Quantitative Web Survey

2. The following case study and data is from an
actual CLIENT project; however, the data has
been modified to avoid sharing any sensitive
client or confidential information and is
intended for general information only.

3. First….let’s meet the CLIENT

4. Seeking to increase
MARKET SHARE in
Oncology Market
Dominant market leader in…..
1
2
Looking to optimize
COMMUNICATION and
SALES PLAN
3 Looking to implement a
COMPETITIVE
POSITIONING STRATEGY
against a biosimilar
BIO-PHARMACEUTICAL MARKET

5. The CLIENT wanted to know…

6. Research Objectives
CENTRAL RESEARCH QUESTION:
How do we increase product sales while preparing for the arrival of new
competitors (biosimilars) to the French and German markets?

7. Research Objectives
CENTRAL RESEARCH QUESTION:
How do we increase product sales while preparing for the arrival of new
competitors (biosimilars) to the French and German markets?
1.What are the current practices by cancer type and by institution
(academic vs. private for profit)?

8. Research Objectives
CENTRAL RESEARCH QUESTION:
How do we increase product sales while preparing for the arrival of new
competitors (biosimilars) to the French and German markets?
2.
1.What are the current practices by cancer type and by institution
(academic vs. private for profit)?
What is the current patient flow including dispensing patterns?

9. Research Objectives
CENTRAL RESEARCH QUESTION:
How do we increase product sales while preparing for the arrival of new
competitors (biosimilars) to the French and German markets?
2.
1.What are the current practices by cancer type and by institution
(academic vs. private for profit)?
3.What are the prescription drivers and conditions for switching?
What is the current patient flow including dispensing patterns?

11. PHASES
 To understand when physicians
prescribe prophylactic treatments
 To define the patient flow
 To understand the prescription
drivers
Ph1: Qualitative –
to understand the daily medical
practices based on the type of
institution.
Ph2: Quantitative –
to assess global market size and
product market share.
 To quantify the patient flow
 To prioritize the most important
factors in the selection of a
prescription

12. 56 IN-DEPTH INTERVIEWS (28 per country)
Oncologists or Cancer Specialists
Hospital Pharmacists
GOALS
Identify practice
Understand the
patient flow
Understand
prescription
drivers
PHASE Qualitative Analysis
1
2
3

13. In-Depth Interviews
Identify practice
GOALS
1
LESS than 10% 10 to 20%
15 to 20%
and above
LARGE MAJORITY OF
PROPHYLACTIC
TREATMENTS
CASE BY CASE
PROPHYLACTIC
TREATMENTS
VERY FEW
PROPHYLACTIC
TREATMENTS
Estimated level of Neutropenia risk depending on chemotherapy protocol
Based on the interviews, we IDENTIFIED
that PROPHYLACTIC treatment was most
often PRESCRIBED when the risk of
neutropenia was more than
15%...
Patient at risk: above 65-70 years old…
Key Findings
All patients
Note: Data displayed in this presentation has been modified. Actual results are propriety to the client that commissioned the study.

14. In-Depth Interviews
Understand the
patient flow
GOALS
2
PRIVATE PRACTICE
PHYSICIANS
(GPs or specialists)
SAME INSTITUTION,
OTHER WARDS
OTHER INSTITUTIONS
ONCOLOGISTS
or
CANCER
SPECIALISTS
AMBULATORY
CHEMOTHERAPIES
HOSPITALIZATIONS
HOME INJECTION
(by visiting nurse)
SELF
ADMINISTERED
HOSPITAL
INJECTION
(by hospital nurse)
Majority
Majority
Majority
The majority of patients were coming
from private practice.
Chemotherapies were delivered more
often in an ambulatory setting.
Key Findings
Note: Data displayed in this presentation has been modified. Actual results are propriety to the client that commissioned the study.

15. In-Depth Interviews
Understand prescription drivers
GOALS
3
DRIVER 1: Chemotherapy protocol
patterns
o Type of active ingredient: aplasing or
not aplasing
o Regimen: duration between two
administrations
DRIVER 2: Chemotherapy
dose/intensity
o For regimen without dose increase
o For regimen with dose increase
SECONDARY DRIVERS:
o The flexibility of the treatment
o Convenience
Prescription Key Drivers
were found to be:
Key Findings

16. 240 WEB-BASED SURVEYS
Oncologists and Cancer Specialists
Quantify current
product’s market share
Quantify patient flow
Determine the
prescription key drivers
1
2
3
GOALS
PHASE Quantitative Analysis

17. Key FindingsSurveys
Quantify market share
GOALS
1
Respondents were
aware of the 3 products
marketed and knowledgeable
about all 3 brands
38%
47%
15%
Product A
Product B
Product C
The Client’s Product A was the 2nd most-prescribed brand
Note: Data displayed in this presentation has been modified. Actual results are propriety to the client that commissioned the study.

18. Key FindingsSurveysMarketShare
KEY TAKEAWAYS:
40%
34%
22%
43%
38%
19%
37%
41%
22%23%
54%
23%
0%
10%
20%
30%
40%
50%
60%
Product A Product B Product C
Breast
Lung
Head & Neck
Stomach
Respondents IDENTIFIED the Client’s Product A as the leader for Breast &
Lung Cancer but also demonstrated an OPPORTUNITY for GROWTH in Head
& Neck and Stomach Cancer
GOALS
1
Note: Data displayed in this presentation has been modified. Actual results are propriety to the client that commissioned the study.
Quantify market share

19. Quantitative Analysis
Quantify the patient flow2
CITY PHYSICIANS
(GPs or specialists)
SAME
INSTITUTION,
OTHER WARDS
OTHER
INSTITUTIONS
ONCOLOGISTS
or
CANCER
SPECIALISTS
AMBULATORY
CHEMOTHERAPIES
HOSPITALIZATIONS
40%
60%
40%
30%
30%
GOALS
40% of chemotherapies
were delivered in ambulatory
settings…
…and 60% during
hospitalizations.
Key Findings
Note: Data displayed in this presentation has been modified. Actual results are propriety to the client that commissioned the study.

20. Quantitative Analysis
Quantify the patient flow2
GOALS
95% of injections were performed
by a nurse with the majority at the
patient’s home.
Key Findings
CITY PHYSICIANS
(GPs or specialists)
SAME INSTITUTION
OTHER WARDS
OTHER
INSTITUTIONS
ONCOLOGISTS
or
CANCER
SPECIALISTS
AMBULATORY
CHEMOTHERAPIES
HOSPITALIZATIONS
40%
60%
40%
30%
30%
HOME
INJECTION
79%
SELF
ADMINISTERED
5%
HOSPITAL
INJECTION
16%
Note: Data displayed in this presentation has been modified. Actual results are propriety to the client that commissioned the study.

21. The CONJOINT ANALYSIS IDENTIFIED that PRICE and NUMBER OF
INJECTIONS were the MOST IMPORTANT FACTORS in the selection of
PRODUCT A for all cancer types
Determine the Prescription Drivers
GOALS
3
Conjoint Analysis
26%
28% 28% 28% 28%
25%
27%
22%
20%
24%
11% 11% 12%
13% 12%13%
9%
11%
10% 9% 10%
13%
10%10% 11%
5% 5%
6% 6%
5%
0%
5%
10%
15%
20%
25%
30%
Breast Lung Head & Neck Stomach/Esophagus Total
Price
Number of injections
Flexible Use
Brand
Product Presentation
Pharmacokinetic Profile
Storage Condition
KEY TAKEAWAYS:
Importance
Key Findings
Note: Data displayed in this presentation has been modified. Actual results are propriety to the client that commissioned the study.

22. RECOMMENDATIONS

23. Phase 1 of the project identified that
protocols are a key choice factor for the
Client’s product.
Phase 2 helped identify which protocols are
triggering prescriptions for the Client’s
product.
TMTG recommended that the CLIENT could
most likely INCREASE MARKET SHARE by:
2
3
Focusing efforts on specific organ indications
o Benefits of single injection
o Price vs. overall cost linked to
multiple injections of other products
Creating a new communication campaign
with key messaging focused on:
1 Establishing a protocol-based segmentation
RECOMMENDATIONS

24. USA
502 Mace Blvd, Suite 15
Davis, CA 95618
PH: + 1 530-792-8400
FX: + 1 530-792-8447
www.themarketechgroup.com
Europe / France
3 rue Emile Péhant
44000 Nantes
PH: +33 (0)2 72 01 00 80
FX: +33 (0)2 40 48 29 40