when physicians get emotional
TRANSCRIPT
When physiciansget emotional
Robert Dossin
Director Client Solutions | SKIM
Using mobile devices to capture the truth
behind prescribing decisions
Data collection is changing
Post-hoc
Ad-hoc
Consult Market Research
Facility
Consult Mobile
App
Case Study 1:
In-the-Moment Mobile
3
Business problem
Brands perceived as
similar
Unclear what
drives prescribing
decisions
Need to understand
drivers
3 minutes of
closed
questions
2 minute
voice memo
Data collected via mobile app
Example 1
50 physicians 65 physicians
Participation
254 262
Decline the drug Proactively suggest
treatment
Physician
presents options
FindingsForms of patient influence on treatment
Tweak messaging
to support physician-
patient dialogue
Better
understanding of
physicians
Actions taken by client
Case Study 2:
Mobile Forecasting
Account for complexity simplySimplify data collection, but account for market complexity
1 2 3 4
15 minute
online survey
Forms via
Direct mail
Use mobile app
in the moment
Audio recording
Simple & quick
to complete
Actual patients, no generalisationCollection of focused, relevant information
Individual, unique & representative data
6%
16%
37%
6%
8%
19%
6%
16%
7%
9%
31%8%
12%
100%6%
15%
5%80%
34% 5%
16%
60%5%
7%3%
15% 3%
40%4% 10%4%3%3% 17%5%
20% 5%
8% 18%7%
0%EGFR+ EGFR- EGFR+ EGFR-
/untested
Docetaxel mono
Alimta (+/-cis/carbo) Other chemo
Tarceva (+/-
cis/carbo) Iressa(+/-cis/carbo) Giotrifmono
Xalkori mono
Clinical Trials
Other
Product A
Product B
Product D
Core forecast data gatheredRobust forecasting based on high sample of cases
7%
18%8%
17%
5%
10%
5%
5%
7%
7%
18% 23%
15%
16%
8%8%
5%
5%
44%
7%
34%
5%
16%
49%
6%15%
0%
20%
40%
60%
80%
100%
EGFR+ EGFR-/untested
EGFR+ EGFR-/untested
Docetaxel mono
Alimta (+/-cis/carbo) Other chemo
Tarceva +/-cis/carbo) Iressa(+/-cis/carbo)Giotrifmono
Xalkori mono
Clinical Trials
Other
Product A
Product B
Product D
All 4 new
products
launched
Pa
tie
nts
ha
res
Current Market Future Market Future Market
Only A & E
launched
Insight in specific patient typesCollection of focused, relevant information
10%4%
13%
25%
11% 9%
17% 26%
25%
22%
25%
18% 21%
42% 34%
50%
67%
38%
21%
31%
31%36%
13% 11% 13%
50%
39%
11% 10% 7%
32%
22%
7%
18%34%
64%
39%35%
21%Product E
Product D
Product B
Product A
Qualitative data provides depthCollection of focused, relevant information
(Very) Good OS/PFS
Good safety profile
Good experience in
Melanoma
No Docetaxel: wide
applicability
It is a single agent
Oral formulation
advantageous
3%60% 17% 33% 3
40% 7% 17% 20%
0% 0% 0%
23%
0% 0% 0% 10%
0% 0% 0% 13%
13% 0% 0% 0%
Product E Product A Product B Product D
Benefits…
Robust data – patient records
without associated problems
Applications in market potential,
segmentation, Tx pathway
Less post-rationalisation,
responses close to point of prescription
Accounts for indications with wide variety of patient types,
or highly individualised treatment (e.g. biomarker-based treatment)
Impact on communications
80%
Use
data in
comms
Practical considerations
Someover-recruitment
needed
Incremental
incentives to
maximise
participation
Not necessarily
cheaper than
current methods
Robert DossinClient Solutions Director EuropeBased in [email protected]
Contact me
skimgroup.com
@SKIMgroup
SKIMgroup
SKIMgroup
20
Mike MabeyVP Client Solutions AmericasBased in [email protected]