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Evidence-Based Marketing

Providing objective, independent analysis & insights

What We’re About

As a pharmaceutical marketing company, we’ve developed a unique Evidence-Based Marketing approach that allows us to assess the full spectrum of available evidence to formulate the optimal marketing strategy for your brand. Our philosophy provides a uniquely informed perspective that helps our clients make better strategic and investment decisions that drive improved returned.

Our mission is to provide objective, independent analysis and insights that challenge conventional pharmaceutical marketing wisdom and behavior. If you want things to be different for your brand… you need to take a different approach.

What’s On Your Mind?

We believe that pharmaceutical and biotechnology marketers have fundamental, strategic questions that require better answers. Take a look at our list of common client questions below and select the ones most relevant to you and your brand.

What’s On Your Mind?

We believe that pharmaceutical and biotechnology marketers have fundamental, strategic questions that require answers. Review our list of common client questions and select the ones most relevant to your brand.

  • Market Assessments

    • What are the key drivers of prescribing within my market?
    • Do allied health professionals represent an untapped opportunity within my market?
    • Is patient experience a driver of physician and/or patient treatment selection in my market?

    Learn more about how we can help you objectively assess and validate opportunities within your market

    Market Assessments

    Objective evaluation of the primary and secondary data, research and published literature that supports or challenges a specific marketing opportunity for your brand

    Read below to find out more about how we think about assessing new marketing opportunities.

    Four Pitfalls to Sub-Optimal Launch in Specialty and/or Orphan Disease States

    by Dan Reinhardt

    We recently had the opportunity to perform a disciplined evaluation of specialty care products that never reached their intended market potential (as assessed by publicly available manufacturer sales expectations). Think Provenge by Dendreon or Benlysta by HGS/GSK as examples—although neither of these products were included in our analysis.

    http://www.dreamstime.com/royalty-free-stock-photography-image24422387

    During our analysis, four key pitfalls were identified:

    1. Marketing the drug, not the disease – abandoning the market conditioning strategy after approval and ignoring educational prescripts that are essential for internalizing your brand positioning
    2. Underestimating the role of the patient – confusing low incidence with low influence and therefore, assuming the underlying MD-patient relationship is doctor-dictated
    3. Over-Reliance on KOL Input – Presuming ‘ivory tower’ KOL opinions are representative of community-based treaters and building your communication platform and tactical investment framework around KOL input alone
    4. Minimizing treatment support system needs – immature reimbursement advocacy services that, at best, put the burden on the physician and, at worse, put the burden on the patient and their extended care network

    Part of running an evidence-based marketing company is applying third-party, retrospective evidence to assist new Clients with prospective needs. Let us help you apply some of these hard-learned lessons so you don’t have to become part of our next case study.

    Contact us to learn more about any of our services.

  • Positioning Development & Pull-Through

    • What can be done to educate and condition the market to rapidly internalize my brand positioning at launch?
    • How do I craft a compelling and differentiated positioning for my brand?
    • How can I strengthen the linkage between HCP and consumer brand communication?

    Learn more about how we can help you find the optimal positioning for your launch or on-market brand

    Positioning Development & Pull-Through

    Disciplined process designed to assist brands in gaining focus, clarity, and differentiation in their positioning by validating the optimal positioning focus and associated core messages

    Read below to find out more about how we think about creating the optimal positioning for your brand.

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

    by Dan Reinhardt

    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.

    Contact us to learn more about any of our services.

  • Adherence Framework Development

    • What is the “real world” adherence curve 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?

    Learn more about how we can help you identify and overcome common adherence challenges for your brand

    Adherence Framework Development

    Systematic exploration of the validated barriers to adherence for a specific brand or category to uncover the proven adherence enhancing interventions necessary to achieve optimal duration of therapy

    Read below to find out more about how we think about optimizing your brand adherence.

    Adherence Curve Never Gets Better Than the Pivotal(s)

    by Dan Reinhardt

    Of all the predictive questions one faces in launching a new biologic or pharmaceutical product, the ceiling of your product’s adherence curve may be one of the easiest to tackle with a high degree of accuracy. The answer to this question is buried within your clinical study report(s).

    UntitledThe fact is that the ceiling for your adherence curve is revealed by carefully examining the ITT (intent to treat) analysis by time increment, preferably monthly for most brands. Once you’ve plotted this curve, you can safely assure your Senior Management that it won’t get any better after launch.

    But wait, why can’t your adherence curve get any better?

    1. HCP (i.e., $) and patient (i.e., free quality medical care) financial incentives for trial adherence are not repeatable in the real world
    2. Interventions (e.g., personalized patient follow up by the practice) employed are generally not scalable for use with the general disease population
    3. Patient population careful culled to maximize trial completion does not reflect your real world patient pool

    While it may not be possible to recreate the adherence curve from the Pivotal trial(s) in the real world, an in-depth understanding of the adherence data, challenges and adherence-enhancing interventions from the Pivotal trial(s) is your first step in building a validated adherence framework for your brand.

    What next? Pick up the phone and introduce yourself to the clinical study coordinator for the site that had the best percent completion for your Pivotal. I’m confident you might learn a few things!

    Contact us to learn more about any of our services.

What We Think

The Latest from Our EVIDENCE bLOG
  • Well, I’m sure this post won’t win me many new friends among my fellow pharma vendors, but here goes anyway…

    Lately I’ve noticed a new trend where vendor partners bring numerous people to a meeting and all of the partners take seats at the main meeting table.  This, in and of itself, doesn’t seem like a big deal.  However, at many of these meetings, there is not enough room for all of the attendees to sit at the table.  In these instances, I watch in stunned silence as clients take seats along the back walls or in corners, while their vendors stay in their seats at the main table.

    These clients refuse to pull rank and make their vendor partners feel bad in a public forum, which makes them good and sensitive human beings.  So, for my clients who are too polite to say what should be said, let me do it for you. Read on

  • DTC Advertising Actions

    Back in 2010, I authored a blog post using the patient data that my then 4-year old company had amassed challenging the conventional wisdom that direct-to-consumer advertising (DTCA) is effective at activating a brand request by patients exposed to the advertising. Read on

  • Number SixIt seems like every new product launching today is a specialty pharmaceutical that requires access via a network of specialty pharmacies. This access system introduces a hurdle not only for the patient and prescriber, but also for the manufacturer – streamlining the process from prescription generation by the physician to medication acquisition by the patient. Read on

  • An interesting question recently arose from our launch readiness work for a rare disease client. The question was “Do rare disease patients and caregivers really require more manufacturer support than cancer patients?” My immediate answer was “Yes”, which lead to some disbelieving faces. If you think about it, I understand the skepticism. For example:

    Are rare disease patients sicker or do they fighter harder for their life than a cancer patient? – No.

    Is it any harder for rare disease patients and caregivers to afford their care than cancer patients? – No, probably not.

    Why then do I say that rare disease patients and caregivers require more manufacturer support? There were two main reasons supporting my belief. Read on

  • Busy DoctorOur industry is making significant progress in many therapeutic areas, especially with the promise of immuno-therapies and personalized medicine. However, even with these advances, prescribing inertia or as one client calls it ‘muscle memory prescribing’ continues to be a significant competitive threat to new product launches. I believe the reason for this inertia is “decision fatigue.”

    Most marketers lack a sincere appreciation for the number of prescribing or prescribing-like decisions that the average physician has to make in a single day. The processes that Clients traditionally engage in to develop or examine positioning and marketing strategy often look at prescribing without this important context, even with the ubiquitous multiple page buying process in hand. Read on

  • Market ResearchSuccessfully developing and validating brand positioning and strategy in rare disease markets, whether with physicians or patients, requires a different set of market research practices. At ROF, we have identified five key distinctions that marketing and market research directors need to account for prior to implementing validation plans in these smaller markets: Read on

  • Doctor & Patient TalkingThe importance of proper patient identification at launch cannot be underestimated. I previously wrote about it being the key to a successful launch from the perspective of physician marketing and targeting. Yet, the biggest impact proper patient identification has on the physician is not from your marketing efforts at all, but from an invisible detail that most biotechnology companies don’t even measure – the feedback from the patients initially prescribed your product after launch.

    What we see is that marketers obsess over the volume of scripts on a weekly or even daily basis, but virtually pay no attention to the attributes of those early patients until it’s too late.

    The patient feedback comprised in this incredibly impactful invisible detail is based on two different types of evidence:
    Read on

  • LessonFrom rare disease to primary care, many of the medical advancements coming out of R&D deliver convenience-based benefits versus superior efficacy over the standard of care. While ‘convenience’ benefits such as improvements in dose frequency and/or method of administration are indeed valuable, it has become quite easy for today’s marketers to believe that just positioning on convenience to prescribers and patients will automatically generate sales. If you look at the evidence, you’ll quickly see that in most cases it just doesn’t happen that way.

    ROF delved into this area for a Client that wanted to learn from other launches and not default automatically to the obvious positioning focus of convenience for their product. During our analysis, we uncovered 5 key lessons that are critical to consider when your new product has a unique attribute around convenience. Read on

  • Tags: Adherence

    We've known for over 50 years that providing information alone to people does not change their behavior? - Victor StrecherAfter nearly a decade of examining the adherence challenges and interventions of multiple disease categories, it’s become apparent that the pharmaceutical industry inherently believes that it can change patients’ adherence behavior behavior just by providing information. In our adherence analyses, we consistently see companies generating reams of new product or disease information intended to educate patients on the importance of adhering to therapy and the potential risks of non-adherence. This level of time and monetary investment is a clear indicator that marketers believe that awareness (or ignorance) is the primary contributing factor to the non-adherent behavior they are trying to mitigate.

    Unfortunately, if this approach is the sum total of your adherence mitigation strategy, you’re likely wasting your money. Don’t believe me? Well, let’s consider an adherence topic a bit closer to home. Read on

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