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Use of De-Identified HIPAA-Compliant Clinical Laboratory Data for Targeted Marketplace Analysis
| Date post: | 14-Jul-2015 |
| Category: |
Business |
| Upload: | al-rajeckas |
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MSA: World Leader in Marketing Analytics
Use of De-Identified HIPAA-Compliant Clinical Laboratory Data for Targeted Marketplace Analysis
2 © 2014 Management Science Associates, Inc.
Through quantitative and qualitative market assessment and planning, MSA helps clients build solid foundations for commercial success with two levels of services:
1. Data: Access to HIPAA-compliant laboratory data tailored for your use
2. Market Analysis: Market Analysis and Customer Segmentation, Customer Value Proposition, Competitive Position Assessment, Product Positioning, and Marketing Planning with a quantitative point of view that offers results that impact strategic plans and sales activities.
For IVD or BioPharma organizations, the MSA team has access to unique datasets in the clinical laboratory environment where use of a diagnostic assay may point to the use of your brand in the marketplace.
MSA RxDx Consulting and Data Services
3 © 2014 Management Science Associates, Inc.
Source: http://www.burrillreport.com
Not your father’s laboratory…
4 © 2014 Management Science Associates, Inc.
MSA RxDx Lab Orders and Results: US Reach
Source: G2 Reports
5 © 2014 Management Science Associates, Inc.
Volume of all testing – Lab Types
Source: G2 Reports
6 © 2014 Management Science Associates, Inc.
Marketplace Data: Rx or Dx Data?
MSA has direct access to data generated by clinicians ordering specific lab tests and the results of those tests.
Prescription (Rx) based data identifies clinicians prescribing
Laboratory (Dx) based data identifies clinicians ordering diagnostic assays
A blend of both data sets can provide new insights into your marketplace to better target product development and marketing activities.
7 © 2014 Management Science Associates, Inc.
Prescription Based Data
Prescription (Rx) data may represent a surrogate market for disease treatment/diagnosis but may not represent the ideal market segment in which your brand is prescribed.
Prescription based data identifies clinicians prescribing your brand (and competition)
8 © 2014 Management Science Associates, Inc.
Diagnostic Assay Based Data
Diagnostic (Dx) assay data represent specific markets that utilize laboratory diagnostics to screen, diagnose, monitor and treat the market segment.
Laboratory based data can help you understand the ordering patterns and results
for the assay specific to your brand
9 © 2014 Management Science Associates, Inc.
Dx Data
In certain situations, a potential customer for your brand may not be prescribing your brand (or the competitor) yet is utilizing laboratory assays to screen, diagnose, monitor and treat patients with the disease where your brand may be used.
10 © 2014 Management Science Associates, Inc.
RxDx Marketplace Data
In many market situations, the ideal customer for your brand is prescribing and utilizing laboratory assays to screen, diagnose, monitor and treat patients. Dx data can help prioritize and optimize marketing efforts.
11 © 2014 Management Science Associates, Inc.
MSA RxDx Lab Orders and Results: US Reach
Through our Clinical Laboratory Partners, MSA has access to HIPAA compliant lab ordering and results data to optimize marketing efforts.
12 © 2014 Management Science Associates, Inc.
How do I start using Laboratory Data? Are there one or more lab assays used to: diagnose, assess risk, guide preventative care, select or exclude patients for therapy, optimize drug selection or monitor patients throughout the disease process? Does your brand team know how clinicians use these assays, and the epidemiology of the results? Select the assay that is ordered for the medical condition for which your brand is indicated. Through our partners MSA will acquire the HIPAA compliant laboratory data that is specific to your brands’ disease.
MSA will aggregate and can integrate with other data sets available.
Brand Teams and Sales Management can now have additional insights into the patient population and how clinicians approach the patient.
The reports, interpretations, analysis and results enable brand teams to optimize promotional efforts.
Predictive Models
& Reports
MSA analyzes, creates models and produces reports that are specific to the brand and marketplace requirements.
13 © 2014 Management Science Associates, Inc.
Analysis, Models and Reports, with Lab Data
Lab Data
(MONTHLY)
Predictive Models
& Reports
Pharmaceutical Company
Targeted Marketing
14 © 2014 Management Science Associates, Inc.
About MSA
MSA provides business solutions which integrate information, technology, analytics, and strategic thinking Leader in analytical software and information-based systems, with
over 850 employees worldwide Over 50 years of continuous growth through R&D and innovations Global presence
Pittsburgh (headquarters) New York Atlanta High Point, NC China Malaysia UK
15 © 2014 Management Science Associates, Inc.
Examples of MSA’s RxDx Experience
Consumer test and control longitudinal behavioral analysis Consumer band choice process for OTC product Physician loyalty grouping and tracking Brand share forecasting for new Rx product (using physician trial
and repeat prescription rates) Launch analysis for pharmacogenomic Dx assays Brand clustering and segmentation of Rx category ROI evaluation of DTC advertising for Rx products Marketing mix and ROI analysis for OTC products Pharmaceutical Research & Manufacturers Association study on Rx
drug marketing Ordering pattern analysis (targeting) for cardiovascular Dx
16 © 2014 Management Science Associates, Inc.
Next Steps
Al Rajeckas, PhD (949) 370-4300
Contact us today for a personalized assessment and learn how MSA can help you meet your business goals.
Providing business solutions with integrated information technology, analytics and strategic thinking
