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    What We Do

    Pharmaceutical Marketing Strategy

    Uncover the Story Your Evidence is Telling

    At Return on Focus, we utilize our unique Evidence-Based Marketing approach to answer our clients’ common business questions. We believe that pharmaceutical and biotechnology marketers have fundamental strategic questions that require better answers.

    Our ultimate goal is to not only answer our clients’ key questions, but to find the story of their brand and/or market buried within the evidence.

    Take a look at our list of common client questions below and select the ones most relevant to your brand.

    What’s On Your Mind?

    Review our list of common Client questions below and select the ones most relevant to you and 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 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.

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