Date post: | 18-Nov-2014 |
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©2011 ANNIK TECHNOLOGY SERVICES PVT LTD. All rights reserved.
Strategic Analytics Brand AnalyticsHealth insurance
AnalyticsPeriodical Data
Analytics
Pricing strategy
Market segmentation
Marketing Mix optimization
Communication strategy
Competitive landscape
Usage & Attitude
Brand health monitoring
Brand equity
Brand loyalty
Impact analysis
Doctor engagement
Preference share analysis
Predictive analytics
Churn analysis
Dose algorithm
Therapeutic overlap analysis
QoL analysis
Cohort analysis
Epidemiology analysis
KPI Reporting, dashboards and insightful analytics
Business Analytics - Overview
©2011 ANNIK TECHNOLOGY SERVICES PVT LTD. All rights reserved.
Improve Customer RetentionIncrease Customer Share of WalletIncrease Customer Upsell/Cross-sell
Increase Market Share
Optimize Product/Offer Features and Functions to Increase Market Adoption
Optimize Product/Offer Price Structure
Identify Target Market Customer Segments
Customer Loyalty
Price Sensitivity and Product Optimization
Advertising Effectiveness
Product Forecasting
Increase Product/offer Sales
Segmentation
Brand Positioning
Predict Product Growth Rates
Correspondence analysis/perceptual map
Time series forecastingMultiple regression analysis
Factorial ANOVAChi-SquareCluster/Principal component/Factor analysis Discriminant analysisCHAID
Conjoint
Fishbien modeling
Max Diff
Multiple regression analysis
Understanding the underlying dynamic which leads to clear business insights.
Logistic regression analysis
Structure Equation Modeling
Analytics Marketing Objectives Business Outcomes
Discrete Choice Modeling
Business Analytics - Overview (cont’d)
©2011 ANNIK TECHNOLOGY SERVICES PVT LTD. All rights reserved.
• Pulmonary Diseases• Cardiovascular Diseases• Mind Disorder Diseases• Oncology• High blood pressure• Osteoporosis / Osteopenia• Restless Leg Syndrome• Asthma• Diabetes• Anti-infective• Anti Viral• Pain and analgesic• Over active bladder• Chronic hepatitis B (CHB)• Men and Women Health
Business Analytics - Therapeutic Areas worked
©2011 ANNIK TECHNOLOGY SERVICES PVT LTD. All rights reserved.
Understanding and building patient flow or pathway through the health system to identify critical elements in buying process or prescribing decision. This helps identify opportunities for products, points of patient segmentation, points of promotions and other valuable pieces that contribute to understanding of landscape.
Correspondence Analysis
Questions we help address: How are we perceived relative to our competitors in the marketplace? What are our brand image strengths and weaknesses? Does our brand image reflect key elements of our brand communications strategy?
Price sensitivity and market share
(Conjoint Analysis)
Help answer the questions:• What prescription share will I lose on the arrival of a new competitor?• How price-sensitive is my market?• How will my new product cannibalize share of existing products?• How can I segment the market in terms of benefits/products/service needs?`
Business Analytics - Glimpse of analytics
©2011 ANNIK TECHNOLOGY SERVICES PVT LTD. All rights reserved.
Helps in understanding what physicians say is important, is consistent with what motivates them to prescribe.
By plotting attributes on a quadrant according to their relative stated importance and the degree to which the marketplace perceives the need as met by current agents, opportunities and gaps in the market can be identified.
Need Gap Analysis
Market Segmentation
Helps in:• Classifying the market according to need and behavior• Understanding the characterization of different market segment • Identifying immediate target market and long term prospect
How does the launch of a new product influence the patients behavior and physicians prescription behavior towards the other brands?What is the switching to competitive brands?Why is the switch happening?
Brand Switching Analysis
Business Analytics - Glimpse of analytics (cont’d)
©2011 ANNIK TECHNOLOGY SERVICES PVT LTD. All rights reserved.
Research
er EyeCommissioned
Thorough survey reviewComplete survey stress testEmail testingClose monitoring
Programming
Peer reviewNative translator review
Translation
Respondent “traps”Intensive monitoringData checkTracking and wave comparisons
Field
Data structure checkData ValidationOpen end check
Domain expertsLeveraging technology for efficiency and accuracy Data output
Tables & Charts
Project Set-up
Field
Dat
a D
eliv
ery
SLA Measures
TAT
Defects
Delays
CSAT Scores
FTR
Dedicated PM
Kick-off callConfirmation of project specifications
Test LinkInteractive Process
Certified vendorsInteraction with native translator
vReal time monitoring
system
Preliminary data Data structure and
format agreement
Agreement on planInteractive process
Transparency, Quality and SLA
©2011 ANNIK TECHNOLOGY SERVICES PVT LTD. All rights reserved.
Business Challenge
Research approach
Analytics Solution
Key findings
Research Solution Architecture
The client was evaluating the potential development of compounds for the treatment of hypertension.
The client was interested to determine the most effective launch position for two composition of hypertension drugs among physicians who prescribe antihypertensive medication.
The study was designed to give a complete understanding of : • Mapping hypertension patients• New product receptivity• Attribute importance and performance• Dose algorithm with first, second and
third level titration for different cases
The study covered 160 interviews divided upon General Practitioners, Cardiologists and Nephrologists.
• Appeal and likeability of new product• Relevance of launching new product
under present circumstances• Where the new product stands vis-à-
vis competition• Drivers and motivational factors of
doctors to prescribe antihypertesion drugs
• Patient flow and dose algorithm for different level of titration
• Maxdiff analysis
• Correspondence analysis
• Multiple regression analysis
• Need gap analysis
• Patient flow analysis
Questionnaire design catering the study objective
Sample design & procurement through panel
On line survey programming
Coding, Data processing and analysis
Advanced Statistical analysis
Report writing & strategic recommendation
4 Blocker
Case study - Patient flow analysis for a hypertension product
©2011 ANNIK TECHNOLOGY SERVICES PVT LTD. All rights reserved.
Business Challenge
Research approach
Analytics Solution
Key findings
Clients brand was experiencing some penetration and volume declines as competitive brand grows. Client wants to test health and packaging claims nationally to understand which claims or combination of claims have the most effect on choice and which will be most able to arrest brand share loss to competitive brand.
The study was designed to give a complete understanding of :
Which elements of the brand proposition most effectively drive purchase interest across client brand and competitive brands. This identifies the “hot buttons” that need to be effectively managed.
The study covered 1200 interviews Canadian, nationally representative excluding territories with an emphasis on Quebec, which account for more than 50% of client brand volume
• Identify, within each of the claim types which claims are strongest.
• Generate the combination of claims that will strengthen client brand purchase interest.
• Understand the strength of current competitive claims vs. the potential claims
• Conjoint Analysis
• TURF
4 Blocker Research Solution Architecture
Questionnaire design catering the study objective
Sample design
Data collection
Coding, Data processing and analysis
Advanced Statistical analysis
Report writing & strategic recommendation
Case study - Product mix optimization, effect on choice
©2011 ANNIK TECHNOLOGY SERVICES PVT LTD. All rights reserved.
Business Challenge
Research approach
Analytics Solution
Key findings
Research Solution Architecture
The client was evaluating the potential development of INCS product for the treatment of allergic rhinitis .
The client was interested to explore physicians treatment algorithm, attitudes and behaviors when it comes to managing allergic rhinitis
The study was designed to give a complete understanding of : • Current Rx patterns for the patients• Current unmet needs• New product receptivity• Impact of insurance coverage
The study covered 225 interviews divided upon General Practitioners, Respirologists , Immunologists and Otolaryngologists
• Appeal and likeability of new product• Relevance of launching new product
under present circumstances• Where the new product stands vis-à-
vis competition• Drivers and motivational factors of
doctors to prescribe INCS drugs• Insurance coverage pattern and
impact on prescription
• Maxdiff analysis
• Correspondence analysis
• Multiple regression analysis
• Need gap analysis
Questionnaire design catering the study objective
Sample design & procurement through panel
On line survey programming
Coding, Data processing and analysis
Advanced Statistical analysis
Report writing & strategic recommendation
4 Blocker
Case study - Physician treatment algorithm for new product development
©2011 ANNIK TECHNOLOGY SERVICES PVT LTD. All rights reserved.
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