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Addressing Adherence Starts With Understanding of the Factors Impacting Adherence for Your Category

March 23, 2012

ROF Metric Series: Brand Social Media SOV

Filed under: Marketing Effectiveness,Patient Marketing,Social Media,What We Think — Tags: — dreinhardt @ 11:31 pm

Having started analyzing healthcare social media discussion, particularly on discussion boards and blogs, in early 2003 for listening and learning purposes, share of voice (SOV) has always been an interesting metric to evaluate.

SOVClients tend to live in a brand-centric world and expect that conversations for any particular disease state revolve around pharmaceutical treatments. More often than not the volume of disease state discussion dwarfs actual treatment discussion, regardless of brand.

However, this is not a hard and fast rule. I recently completed a Sentiment Analysis for a Brand that had a tremendous SOV compared to the overall category discussion. The Brand Social Media SOV was 15%. This means that for every 100 messages within the disease state, the Brand was mentioned in 15 of those 100 messages.

To truly appreciate the magnitude of this statistic, you would need to know what the average is for this metric across a number of disease states. In addition, you’d have to then layer in the sentiment of the Brand SOV to start to complete the picture. If you want to know more about your Brand SOV, post back or drop me an email. What you find out just might surprise you.

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March 18, 2012

Your Brand Launch Rally Cry – Week 13

Filed under: Marketing Effectiveness,What We Think — dreinhardt @ 11:43 pm

One of the most underappreciated pieces of analysis in the pharmaceutical/biotechnology industry is IMS’ Launch Excellence Report. With their global purview, tremendous historical data set, and access to prescription level data, IMS has demonstrated, going back to at least 2007 report, that the launch trajectory for a brand is set within the first few months after approval.

Barring a new indication and/or tectonic market event, a brand’s market trajectory is set roughly around Week 13. The implications on your launch timelines are profound, but still underappreciated by todays’ marketers who are responsible for the next big innovations in pharmaceuticals or biotechnology.

To highlight just one disconnect between this timing and industry realities, let’s look at the core visual aid. Many companies don’t have their primary sales piece, whether in print or on iPad, for months after approval.

With the ‘trajectory clock’ ticking, what has been lost that might never be regained? I’ve got some ideas shoot me an email.

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March 9, 2012

Are Your Customers Telling You They Want ‘A Faster Horse?’

Filed under: Marketing Effectiveness,Patient Marketing,Professional Marketing,What We Think — dreinhardt @ 4:04 pm

The amazing thing about our industry is that every year we deliver new exciting products that have different mechanisms of action, biomarkers, tests, and endpoints that demonstrate the value our R&D provides. Unfortunately, most of the market research methodologies supporting the launch of these new products haven’t kept up with the spirit of innovation that our products are delivering.

Faster Horse?Henry Ford is attributed with saying, “If I’d asked customers what they wanted, they would have said ‘faster horses.’”

This encapsulates a lot of the market research I see being done recently, especially with truly innovative products. Phrases like ‘game changing’ and ‘paradigm shifting’ get thrown around, yet most market research methodologies continue to rely on doctors and/or patients telling the pharmaceutical or biotechnology company how to sell the product or craft the story. A host of messages (sometimes dozens) are put in front of the respondent and they are asked to construct a story for the brand.

The result is ‘a faster horse’ platform and pharmaceutical companies wonder why these messages aren’t ‘game changing’ or ‘paradigm shifting’ once executed in the marketplace. If your new brand is truly innovative, it’s counterintuitive to rely on your target audience to take you to a place that they themselves have never been.

You’re the marketer! Don’t punt the responsibility for crafting the optimal story for your brand to your market researcher and certainly not to your target audience.

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March 2, 2012

Addressing Adherence Starts With Understanding of the Factors Impacting Adherence for Your Category

Filed under: Marketing Effectiveness,Patient Marketing,What We Think — dreinhardt @ 4:51 pm

Adherence LOE AnalysisIf you’re like most biopharma companies, increased adherence is one of your critical success factors for 2012. I’m here to tell you that there is a science behind addressing adherence that goes beyond just selecting a co-pay card offer and sending a string of emails to brand users. Would you expect anything less from evidence-based marketing experts?

The first step in addressing adherence for your brand is to start by conducting a well-formulated literature search for your category and your product. Recently, we showed a Client the wealth of data published by independent clinicians and academics on adherence with their brand that they were completely unaware of . . .boy, was that uncomfortable!

Even if you don’t find anything in the literature on your brand, you’ll likely find adherence information on the category including known non-adherence factors and overall weighting. Here are the results of a project that we recently worked on for factors and weighting for a specialty care product:

  • Cost (27%)
  • Side Effects (20%)
  • Unpleasant association with medication (20%)
  • Uncertainty about effectiveness (18%)
  • Forgetfulness (15%)

If this was your brand, that co-pay card you have that’s supposed to be the silver bullet for adherence would likely only address, at most, 27% of the issue. How do we know so much about this? Because, we look to the existing evidence for both a brand and category before jumping to adherence tactics and KPIs.

Don’t understand the science behind adherence for your brand? Give us a call and we’ll demonstrate what’s already known about your category and just maybe your brand.

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