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JordiApariciMarketIntelligenceConsultant

Helping pharma companies make robust decisions based on market,competitors and patient knowledge

Market Intelligence | Strategy | Marketing | Market Research | DataAnalytics | Competitive Intelligence | Forecasting | Portfolio Planning |Sales Force Excellence | Business Development & Licensing | MarketAccess

jordi.aparici@hotmail.com

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Preclinical Ph I Ph IIa Ph IIb PhIII Registration Price&Reimb

Launch

Market knowledge is key from the very beginningThe marketingroleinthe pipelinelifecycle

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•Brand Strategy Decisions:•Product market research (landscape, product profile test, positioning test…)•Target group•Positioning strategy•Comunication strategy

•Sales forecasting. Business case. Quantify potential patient population•Pricing and Reimbursement Strategy:

•Payer research•Price corridors

•Market Access Strategy Development•Value dossier•HTA assessment•SmPC

•Geographies: Identify key global markets•KOL network

Preclinical Ph I Ph IIa Ph IIb PhIII Registration Price&Reimb

Launch

Market knowledge is key from the very beginningThe marketingroleinthe pipelinelifecycle

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•Marketing Tactics•Identify value messages that best resonate with doctors, payers and KOLs •Master Visual Aid•Local adaptation•Key target audience•Education and disease awareness•Pricing & R. negotiation with P&R authorities•Country Market Access Strategy. Local Value dossier•Sales Force Sizing and Training

Preclinical Ph I Ph IIa Ph IIb PhIII Registration Price&Reimb

Launch

Market knowledge is key from the very beginningThe marketingroleinthe pipelinelifecycle

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• Implementación del plan táctico• Monitorizacion, market research: ATU, DFU, KPIs, posicionamiento

Preclinical Ph I Ph IIa Ph IIb PhIII Registration Price&Reimb

Launch

Market knowledge is key from the very beginningThe marketingroleinthe pipelinelifecycle

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•Market Landscape assessment•Identify treatment paradigms•Benchmark competitive market•Understand unmet needs

•Quantify Market & Opportunity Potential

•TPP, dTPP definition. Value proposition. Product positioning and indication

•Assess payers’ reactions to potential drug profile and trial design

R&D resources prioritization

Preclinical Ph I Ph IIa Ph IIb PhIII Registration Price&Reimb

Launch

Market knowledge is key from the very beginningThe marketingroleinthe pipelinelifecycle

•Assess pipeline•Steakholders

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Defining the desired productdTPP (disease targetproduct profile)

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Defining the desired productdTPP (disease targetproduct profile)

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Characteristics Minimum (MAPP)

Target (TPP)

Competitor* (CPP)

Reference product

Indication (primary & secondary)

Target patient populationDosingFormulation & delivery mechanismEfficacy (Primary & secondary end points, QoL)

Safety & tolerability (side effects & interactions)

ContraindicationsPriceOpportunity window

Product ID: XXXX

Level of innovation: XXX

Defining the desired productTPP(targetproduct profile)

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Commercial Attractiveness

Fit w/ Company

Commercial Capabilities

R&DAttractiveness

Fit w/ Company

R&D Capabilities

Prevalence

Unmet need

Market Access

Pricing

Market and product

size

• Xxx• Xxx• Xxx• Xxx

Variables Criteria for scoreWeight

• 20%• 10%• 40%• 30%

• Xxx• Xxx• Xxx• Xxx

Dimensions

Projects Prioritization

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Prevalence

Unmet need

Market Access

Pricing

Market and product

size

Proj. X36 Proj. Y21Dimensions Proj.Y52 Proj. Z18

Commercial Attractiveness

Fit w/ Company Commercial Capabilities

R&DAttractiveness

Fit w/ CompanyR&D

Capabilities

Projects Prioritization

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Market Info Needed

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qWhatarethetrendsinthepatientpopulation?Prevalence?Incidence?

qWhatisthediagnosisrate?Whatisthetreatmentrate?Dopatientsactivelyseektreatment?

q Isyourproducteffectiveonlyinasubpopulation?

qWhatarethepatientunmetneeds?

q Istreatmentdrivenbyspecialistsorprimarycare?Subspecialties? Hospital- oroffice-based?

q Areguidelinesinplace?

q Physicianunmetneeds

q Isthecurrenttreatmentparadigmchanging?.Whatisdoctor’sperceptiononcurrentproducts?

ModelTypeSelection,UptakeParameters,&TreatmentAssumptions

qWhataretheproductsusedtoday?Level ofuse.Placeinthelineoftherapy

q Arethereotherdevelopmentsinpipeline?Whatunmetneedaretheysolving?

qWhatdifferentiatesmy productfromthecompetition?

qWhatisthesizeofthemarket?Andproductpotential?

qWhoistheprimarypayer?Cash?PrivateInsurance?

qWhichisthepricecorridor?Aretheresignificantdiscountsandrebatesrequired?

qWillpriceaffectvolume?Anypatientco-pay?

qDoweforeseereimbursement/marketaccessrestrictions?

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• Primary sources:• Internet:clinicaltrials.gov,EMA,FDA,Epidemiology data• Globalsupliers:IMS,Datamonitor,Decision Resources,GlobalData,Milenium,

PipelineDatabases,etc• RealWorld Data,BigData

• Secondary sources• Market Research (quant/qual)(including Payers)• Competitive Intelligence• Congresses

• Forecasting

Methodology andSources

ü Market UnderstandingResearch

ü Product Profile Testü Patient Unmet Needs

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Prevalence

Diagnosed

Treated

Treated for the Specific Disease Segment

Patient Pool

Product X Patient Share

(at peak)

Days of Treatment

Price / Reimbursement

Sales (at peak)

Patient-based (Bottom Up)Units Sold (IMS)

Units sold (for the Specific Diagnose)

Sales-based (TopDown)

Days of Treatment

Patients TreatedMarketS

izeProd

uct

Share

Conversio

nto

Sales

Market Access burden

ForecastingSizing the potential ofthe newproduct

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Take home message:Assess the market from the very beginning so that your projects are market oriented

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NEWPRODUCTDEVELOPMENTCreate the best product,besttecnology,best design,betterthat competitors

CUSTOMEREXPERIENCEMANAGEMENTUnderstand how she feels,discoverunmet needs,solve customer problemsandengage them

Product CentricCompany

Customer CentricCompany

Costumer CentricitySee the world asour customer does

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1.Observeand

Understand

2.Ideaand

Design

3.Implement

ation

Costumer CentricitySee the world asour customer does

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1.Observeand

Understand

2.Ideaand

Design

3.Implement

ation

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Ethnographic Market Research

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Patient JourneyTouch points identification andunderstanding

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1.Observeand

Understand

2.Ideaand

Design

3.Implement

ation

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PatientJourneyMap

• Identification of potential interventions• Selection and Prioritization• Draft design

Co-creationsessions

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1.Observeand

Understand

2.Ideaand

Design

3.Implement

ation

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• Classificationandpriorization ofinterventions• Preparetheactionplan• Cultural transformation

Customer Centricity ImplementationMindset change

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VideoAlmirall

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• Assess the market from the very begining so that your projects are marketoriented

• See the world as your customer does• It will bring new product ideas• You will improve the interaction with customers• Customer engagement

Take HomeMessages

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JordiApariciMarketIntelligenceConsultantjordi.aparici@hotmail.com

Market Intelligence | Strategy | Marketing | Market Research | DataAnalytics | Competitive Intelligence | Forecasting | Portfolio Planning |Sales Force Excellence | Business Development & Licensing | MarketAccess