Company Profile & Service Offerings 2013 MARKET INTELLIGENCE. PROCESS SUPPORT. This presentation is solely for the use of client personnel. No part of it may be circulated, quoted or reproduced for distribution outside of the client organization without prior written approval of Profound Healthcare Services.
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1. MARKET INTELLIGENCE. PROCESS SUPPORT.Company Profile &
Service OfferingsFebruary 2013 This presentation is solely for the
use of client personnel. No part of it may be circulated, quoted or
reproduced for distribution outside of the client organization
without prior written approval of Profound Healthcare
Services.
2. Contents Introduction Background Why us? Offerings and Case
Studies Strategy Consulting o Case Studies Market intelligence o
Case Studies Analytics o Case Studies Team2
3. Contents Introduction Background Why us? Offerings and Case
Studies Strategy Consulting o Case Studies Market intelligence o
Case Studies Analytics o Case Studies Team3
4. Profound Healthcare Services provides analytics, research
andconsulting services focusing on the Healthcare segment Profound
Healthcare Services was established in June 2012 by experienced
healthcare consultants, with an objective of enabling multiple
stakeholders across the healthcare industry to devise winning
strategies through - o Accurate market insights leading to
realistic and implementable operating strategies o Process support
for routine analysis freeing-up management bandwidth for strategy
matters Vision "To contribute significantly in improvement of
healthcare service delivery in India by becoming a partner of
choice for various service providers as well as by providing
innovative healthcare services on own over a long-term. Mission "To
enable healthcare organizations devise a robust operating strategy
by generating high quality, in-depth insights about their focus
areas; and also allow them to dedicate increased time for critical
strategy related processes by managing routine data
analysis."4
5. Undiluted focus, experience across therapy areas &
minimal reliance on external vendors provides us an edge over
competitionWhy us? Exclusive, undiluted focus: we focus and
specialize in healthcare Experience across therapy areas:
experienced in detailed assessment of therapy areas like Oncology,
CVS, Diabetes, Ophthalmology, Rheumatology, Geriatrics, Gync /
Infertility and HIV High quality, in depth insights: Personal
involvement in insight generation leads to highest quality of
market intelligence due to minimal reliance on external vendors
Strong team & Partners: Our team has the perfect blend of
research, consulting, healthcare industry and medical knowledge
which is helpful in executing variety of projects. Established
partnership with highly experienced professionals from Indian
pharmaceutical industry Robust insight generation process: Focus on
depth discussions with stakeholders rather than conducting data
collection through questionnaires. Availability of voice files from
past engagements for future reference in order to ensure validation
and high accuracy levels of insights Project management experience:
First-hand experience in end-to-end execution of diverse variety of
projects in healthcare industry KOL contacts: Established contacts
with key opinion leaders across various therapy areas leading to
faster project execution without compromising on quality and
accuracy of insights 5
6. Contents Introduction Background Why us? Offerings and Case
Studies Strategy Consulting o Case Studies Market intelligence o
Case Studies Analytics o Case Studies Team6
7. We specialize in providing strategy consulting, market
intelligenceand analytics & forecasting services India market
entry strategy focusing on particular therapy area or product
Strategy India market growth strategy for existing products
consulting Portfolio recommendation / optimization Detailed
landscaping of operating market Market potential estimation for new
drugs Areas of Market Market assessment for go / no-go decision
service intelligence Competitive benchmarking Daily industry
updates through emails Analytics & Analysis of existing data
forecasting Forecasting for market size and brand size Forecasting
form from existing data7
8. Contents Introduction Background Why us? Offerings and Case
Studies Strategy Consulting o Case Studies Market intelligence o
Case Studies Analytics o Case Studies Team8
9. Strategy consulting typically involves scientifically driven
approachleading to strategy recommendation supported by financials
Illustrative Typically 10-14 weeks duration1 Recommendation High
involvement of client essential at each Analysis & Strategy
with financials stage framework Final strategy Detailed market
recommendation Developing assessment Arrive at final strategic
options strategy to be Identification of Short-listing implemented
Market research success levers issues Support with and analysis
post workshop financial Understanding Discussions with Financial
analysis implications over Arriving at key stakeholders for each
success client aspirations mid-long term strategic goal lever Desk
research Provide Analysis of client Baseline and implementation
Understanding inputs Validation of insights evented plan and a time
client needs Building basic forecasting for frame Initial meetings
market First level success levers with client teams understanding
analysis of operating market Final strategic Mutual Workshop /
options based agreement on individual Workshop to upon forecasting
needs to be meetings with arrive at all and financial addressed
client teams possible success analysis leversNOTE: 1) Timelines are
rough estimates, actual timeline would be defined based upon the
scope of each engagement and would differ for each engagement9
10. Case study: India entry and go to market strategy for a new
playerentering the Gync market in India Review growth plans and
Assess and Evaluate Align field force and Develop Implementation
vision Portfolio recommend entry strategy Agenda
OpportunitiesUnderstand the growth plans Ratify key portfolio
opportunities Assess other go to market Develop overall
implementationexisting vision and long term growth in line with
consensus deploy options Define targeting plan across portfolio,
field forceplans external data assets to recommend strategy, SF
structure, and enablers with clearUnderstand key expectations
potential portfolio; validate through geographical coverage and
likely responsibilities and timelines;expectations vis--vis
operating benchmarking, key stake-holder field force size.
Benchmark with identify key milestones to monitorsegments,
portfolio, field force and interviews relevant competitors, size to
fit and trackother enablers1; understand reasons / Evaluate and
finalize portfolio intended coverage, depth, priority Convert
implementation planrationale and segregate into agree on portfolio,
develop 3 yr top- Evaluate findings and into financials, as
necessary.controllable and non-controllable line forecasts
recommend entry strategy Develop consensus with keyissues
Forecasting for Gync BU Define divisional structure. Assess
stake-holders on theMarket Assessment as necessary, develop 3 yr
forecast for each revenues, cost and profitability of
implementation plan and financialto key IPM growth drivers, non-
recommended molecule and arrive identified business structure.
commitments to ensure buy-incontrollable execution issues, global
at the overall 3 yr forecast for the Compare options, prioritize
andpolicies, fit to portfolio in India Gync BU recommend operating
modelDevelop consensus alignstakeholders through workshop Benefits
for client: Client was completely new to the Indian market and
without any detailed understanding about the target market This
project enabled them to identify operating segments vis--vis their
strengths and also provided recommendations about product portfolio
and field force requirements It also enabled them to gain clarity
about the tactical marketing requirements for operating in their
target market. Client was able to arrive at a final decision as
regards entering or not entering this market based upon in-depth
financial analysis10
11. Contents Introduction Background Why us? Offerings and Case
Studies Strategy Consulting o Case Studies Market intelligence o
Case Studies Analytics o Case Studies Team11
12. Market intelligence projects usually involve a combination
of deskresearch, stakeholder discussions and baseline forecasting
Illustrative Conduct desk research for freely Analyze Typical
available data generated objective: Use sales / Rx data insights
Detailed if available with Conduct Typically 6-8 weeks client
baseline duration1 assessment of a Medium involvement of
forecasting market or a Develop detailed client required during the
Arrive at project product within discussion guide final findings
the identified Stakeholder & basic therapy area discussions
recommend ations Arrive at relevant insightsNOTE: 1) Timelines are
rough estimates, actual timeline would be defined based upon the
scope of each engagement and would differ for each
engagement12
13. Case study: Market potential estimation for an existing
cancerdrug targeted for new indication by an MNC Benefits for
client: Client intended to identify the opportunity for an existing
products in a new target market This project provided a market
opportunity estimation in terms of target patient pool Client was
able to identify the actual patient pool for all patent segments
and across all stages of the disease and treatment Project also
provided detailed treatment protocol findings leading to
identification of potential patients where clients product could be
used. This provided accurate opportunity assessment across all
treatment channels and patient segments13
14. Case study: In depth assessment of Rheumatology market
toidentify potential for biologics usage Phase I Studying the
treatment dynamics Phase III and patient flow Various market
segments in Means to expand market RA based upon patient profile Rx
drivers / barriers for Existing treatment protocols for Approximate
patients biologics as monotherapy each segment numbers (in %) in
identified treatment Rx drivers / hindrances in RA, segments Market
opportunity for biologics specifically for biologics Untapped
market segments Expansion opportunity for Critical success factors
for for Biologics within RA clients brand higher uptake of
biologics Recommend market Understanding patient expansion options
for segments for RA in clients product India Phase II Benefits for
client: Client was operating in this market but desired a
validation about the future potential of market as well as for
their product This project enabled the client to get a clear
perspective about the realistic opportunity and future growth
drivers. Project also helped client in refining their existing
go-to-market strategy in terms of doctor coverage, promotional
activities. Client also got critical insights about competitive
activities and their future plans were also generated Last but not
the least, client was able to review its relevant sales target for
this product14
15. Case study: We did quick market assessments for two clients
in emerging niche areasMarket potential for new dosage forms HIV
market dynamics Market potential estimation for new dosage forms /
Dip-stick study for market dynamics of HIV administration for
specific age group market Comprehensive primary and secondary
research In-depth discussions with top KOLs Primary research with
top KOLs, households with specific age specializing in HIV only,
industry experts group, industry expert and institutions (hospitals
etc.) and people who are on NACO board Extensive secondary research
for We studied epidemiological trends Understanding of India
specific ART Demographics and socioeconomic segmentation algorithms
Health condition & epidemiology of particular age group and
trends Unmet needs in Treatment of HIV in India Provision of
medical care done and financing Dynamics of Govt. sector especially
NACO, Unmet needs in dosing and administration NACP and Institutes
providing care Dynamics of the Government sector This was a quick
turn-around project Feedback on specific disease areas and
molecules Recommended possible areas and molecules to launch
Benefits for client: Areas were completely unknown for the client
In both cases, clients valued the insights (which were often
counter-intuitive) from primary and secondary research Our
recommendations formed a crucial step in action plan for the
clients 15
16. Contents Introduction Background Why us? Offerings and Case
Studies Strategy Consulting o Case Studies Market intelligence o
Case Studies Analytics o Case Studies Team16
17. Analytics and forecasting involves application of our
step-wisescientific methodologies on existing client inputs
Illustrative 1 Gather and analyze information from client data and
secondary Market and Product research to understand the market
potential for a product assessment Study epidemiological trends if
available 2 Build a baseline forecast assuming there will not be
major Baseline Forecast events in the future Typically 2-3 weeks
Provide baseline forecasting for value and volume duration1 Client
involvement 3 mainly in terms of Conduct discussions with
stakeholders to understand market / providing initial data Events
Analysis product characteristics, major events, major shifts of
demographic trends, acceptance, etc. 4 Assess the events impacts,
possibilities & timing Market and product Evented forecast will
evaluate volume growth of product / forecast market, as well as
value trendsNOTE: 1) Timelines are rough estimates, actual timeline
would be defined based upon the scope of each engagement and would
differ for each engagement17
18. Case study: Insight generation for client, based upon an
externalsurvey conducted by client for Epilepsy Management
preferences Client inputs based upon internal study Common type of
Epilepsy patients seen Choice of drugs for Epilepsy treatment
Preferred dosage and titration Plain vs. combination and strength
preferences AAU for client brand Analysis of provided and future
potential inputs through scientific methodology Benefits for
client: Client was able to validate internal assumptions and
understanding through a scientific methodology deployed by us
Detailed analysis of data provided new insights for the client,
which were unknown prior to our analysis Significant time / cost
savings for internal team18
19. Our previous experience in healthcare consulting also
spansacross a very broad spectrum of delivery areas We have been a
part of multiple consulting engagements in each of the following
areas India Entry strategy for new MNCs entering Indian market
Growth strategy for large Indian companies New therapeutic area
entry strategy for existing players Portfolio Optimization for
existing players Portfolio selection for new entrants and
forecasting with P&L Qualitative primary market research for
market size estimation MNCs Brand awareness primary market research
for international brands Pricing and market access studies We have
worked in therapeutic areas including Super-specialty Neurology,
Oncology, Diabetology, Cardiology, Rheumatology, Gastroenterology,
HIV, Nephrology, Infertility, etc. Specialty Internal Medicine
(CP), Gynaecology, Paediatrics, Surgery, Orthopaedics,
Ophthalmology, etc.19
20. Contents Introduction Background Why us? Offerings and Case
Studies Strategy Consulting o Case Studies Market intelligence o
Case Studies Analytics o Case Studies Team20
21. Girish Korde Girish has been in the Indian healthcare
industry since 2006 Worked with IMS Consulting a leading Management
Consulting provider in the healthcare industry since April 2007 and
was primarily responsible for selling & delivering strategy
consulting engagements in India Girish has worked across a span of
engagements covering areas like Growth Strategy, Market Assessment,
Market Sizing, etc. To list a few India Growth Strategy for an MNC
Sales Force Effectiveness for MNCs as well as Indian companies
India Market Sizing / Attractiveness Assessment for an MNC Pricing
Benchmarking for an MNC Branded Generics Strategy for an MNC
entering this market in India Prior experience has always been in
Research / Analytics / Consulting through past employers like
Franklin Templeton Information Services and eClerx India Girish
holds an MBA in Marketing from Indian Institute of Planning and
Management, Mumbai and a Bachelor of Engineering (Computer Science)
from Mumbai University21
22. Balkrishna Korgaonkar Balkrishna is a Consultant at
Profound Healthcare services. While at Profound , he has worked on
an India entry project, two market research projects in HIV and
Geriatrics area. Prior to joining Profound Healthcare, he has
worked at IMS Consulting Group (Healthcare), India for two and half
years. He has worked on 15 high-impact projects while at IMS in
various areas including India entry, therapeutic area entry,
healthcare access, pricing, market access, portfolio strategy,
generics strategy. Being a medical doctor gives him an advantage in
terms of understanding products, customer base and any therapeutic
area. He has already worked across multiple acute and chronic areas
including neurology, cardiology, diabetology, gastroenterology,
HIV, eye care, gynecology, nephrology, infertility, rheumatology.
Before joining IMS Health, he has received Post-graduation in
Management from Indian Institute of Management, Ahmedabad. He has
co-founded Special Interest Group for Healthcare at the Institute.
During his internship at Health Analytics division of ICICI
Prudential Life Insurance Pvt. Ltd, he has worked on Business
Planning for launch of a chronic disease management service. He
holds a Bachelors degree in Medicine and Surgery (MBBS), from Govt.
Medical College, Miraj. During his internship at JJ Hospital,
Mumbai, he has gained experience in urban as well as rural
settings. He has experience in different facets of pharma industry
including a short course on Clinical Research.22