Launch Tracking with ZoomRx. A Case Study

Launch Tracking with

ZoomRx

Market Situation

Unique Challenges

Tracking the ZoomRx Way

- 

Process

- 

Key Questions

- 

Unique Insights

- 

ZoomRx Value

Learnings & Conclusion

M

ARKET SITUATION

Product Launch in a Specialty Market:

The client was launching a self-administered subcutaneous injection for the treatment of a hereditary disease that was characterized by acute flare-ups. The patients treated themselves prophylactically, in addition to treating acute attacks.

The product was

4

th

to market

and faced significant competition from the incumbents. However, it did have meaningful dosing and administration advantages compared to the 3 incumbents. In the absence of prescription data due it being a specialty market, the client needed a tracking solution that provided a rapid refresh of the market. The client anticipated a wide-ranging and

cross-functional use of the launch tracking data:

The tracking data would be used by the:

1.  Sales team to track messaging

effectiveness and adoption

2.  Marketing team to understand

evolution of attitudes, and perceptions; drivers and barriers of use

3.  Case management team to

identify patient customer support issues

“ We want a tracking

solution that biases us

to action. We want to

respond to the market

rapidly,

cross-functionally, and in an

evidence based

manner. The key to this

is understanding our

customers”

U

NIQUE CHALLENGES

There were 4 unique challenges in delivering a tracking solution that provided a rapid refresh of the market:

1.  No other data available: The

client was operating in a data vacuum. Due to the absence of any prescription data for the market: the tracking data needed to support a wider range of decisions than usual

2.  Complex therapeutic area: The

therapeutic area was highly complex. There were many confounding factors that impacted treatment choices. Prophylactic and Acute treatment choices were intertwined. But, the client drug only had an indication for acute treatment. Treatment location varied significantly based on drug and patient. Some patients self-infused,

some patients needed to go to a physician office. Acute attacks were often treated in ERs: the tracking data needed to unearth simple, actionable insights to support a complex market

3.  Treating specialists were few, &

scattered across specialties: Given the sparse and distributed nature of the treating pool, recruiting would be challenge: the tracking solution should effectively overcome the challenges of recruiting in a sparse, distributed environment

4.  Market in a high state of flux

with a lot of switching: Launching as the 4th _{player in a}

market with 3 other drugs that had dosing and administration disadvantages meant a lot of churn in the market: the tracking solution should be able to track rapid change successfully

T

RACKING WITH

Z

OOM

R

X

THE PROCESS

Analyze & Present

Insights

Collect Frequently

Design Survey

Questionnaire

Recruit Mobile

Panel

Identify Key Issues

Worked with the client to identify the key issues for tracking under 4 heads:

-  Adoption & Usage

-  Promotional Activity

-  Switching Activity

-  Customer Service

Recruited a panel of 100 hematologists, allergists, and immunologists from the customer list of treating physicians

Designed a survey that will shed light on key issues by taking advantage of ZoomRx’s 3D (Quantitative, Qualitative, and Longitudinal data) approach to tracking data

Collected quantitative, qualitative & longitudinal

data from the panel once every 2 weeks

- Mined the data for insights and present findings to a cross-functional team every month

- Made data accessible and interactive via the ZoomRx iPad app

THE ZOOMRX TEAM FOLLOWED THE FOLLOWING PROCESS

FOR THE PROJECT

T

RACKING WITH

Z

OOM

R

X

THE PROCESS

100

Hems, Allergists,

Immunologists

Twice a

month

90%

response rate per

wave

12

mins median survey length

Panelists

Take

Short

Surveys

Frequently

& are very

Adoption &

Product Usage

Promotional

Tracking

Switching

Activity

Customer

Service

HOW IS AWARENESS TRENDING? HOW MANY DR’S ARE USING MY PRODUCT?

HOW MANY INTEND TO START USING SOON?

WHAT ARE THE DRIVERS AND BARRIERS?

WHAT ARE MY REPS SAYING? WHAT ARE DR’S RETAINING? WHAT ARE MY COMPETIIORS SAYING?

WHAT IS THE SHARE OF VOICE & SHARE OF MIND?

WHAT IS TRIGERRING PATIENT SWITCHES?

WHO IS INITIATING THE SWITCH CONVERSATION?

HOW LONG IS TAKING FROM INITIATION TO START?

WHY DO DR’S & OFFICE STAFF CONTACT CASE MANAGERS? HOW SATISFIED ARE DR’S WITH CASE MANAGER SERVICE?

HOW DOES CLIENT CASE MGMT. COMPARE TO COMPETITION?

WORKING WITH THE CLIENT TEAM, ZOOMRX IDENTIFIED 4

SETS OF KEY QUESTIOINS

T

RACKING WITH

Z

OOM

R

X

T

RACKING WITH

Z

OOM

R

X

UNIQUE INSIGHTS

Longitudinal analysis identified:

Only ~50 % of intended starts were materializing

LONGITUDINAL ANALYSIS OF NEW STARTS BY PHYSICIAN

INTENDED STARTS WAVE 3: 14 intended starts WAVE 4: 7 actual starts WAVE 2: 4 actual starts WAVE 1: 8 intended starts ACTUAL STARTS TIME

Analysis of message recall voice snippets revealed:

Competition was messaging differently to HEMs

compared to IMMUNOLOGISTS

End Point 1

Quality of Life

Long term data

In-office infusions

Nurse Support

Quality of Life

Nurse Support

Long term data

Patient comfort

End Point 1

HEM MESSAGE

T

RACKING WITH

Z

OOM

R

X

UNIQUE INSIGHTS

Frequent refreshes of satisfaction data showed:

Client needed to improve performance of case

management team on managed care support

In-depth data on new patient starts revealed:

Adoption was driven by switches from patients

suffering from multiple weekly attacks

Satisfaction with CASE MANAGERS Service related to INSURANCE SUPPORT NEW PT. STARTS PT. EDUCATION MATERIALS GENERAL DRUG INFO. COMPETITION CLIENT

Median # of weekly attacks Satisfaction level with competing drugs

..recently started client drug 3.2 5.8 / 10 .. are continuing on previous

medication 0.3 8.1/ 10

Patients who..

ZoomRx provided the following unique value to tracking the launch

1.  Real time market data:

Using a mobile enabled panel of respondents ZoomRx was able to deliver a constant stream of data to the client. With its refresh frequency of new data every two weeks, ZoomRx was able to provide fresh data at a rapid rate to the launch team

2.  Recruit Once; Use Repeatedly: Given the challenges of recruiting physicians from a sparse and distributed treating universe, the ZoomRx approach of “Recruiting once; Use Repeatedly” made it possible to poll the market repeatedly in a very efficient and effective manner. This also enabled tracking the panel longitudinally which also unearthed great value for the client

3. Longitudinal Analysis to

understand complexity:

Analyzing longitudinal data enabled the client to better understand individual narratives that aggregated to form aggregate metrics like market share

4. Wide range of data types to

inform broad range of decisions

By providing 3-dimensional tracking data (quant, qual & longitudinal) to the client, ZoomRx enabled a broad range of operational decisions

5.  Interactive data enabled

cross-functional use of data

ZoomRx Live Dashboards enabled the cross-functional client team to quickly share data with team members, interact with it, and draw insights on the fly. This supported a rapid-decision making environment.

T

RACKING WITH

Z

OOM

R

X

T

RACKING WITH

Z

OOM

R

X

GOING FROM CHALLENGES TO VALUE

Support a wider range of decisions than usual

- Wide range of data types to inform broad range of decisions

- Sharing and Interactivity of data enabled cross-functional use of data

Unearth simple, actionable insights to support a complex market

Longitudinal Analysis to understand complexity

Effectively overcome the challenges of recruiting in a sparse, distributed environment

Mobile enabled panel of doctors that client could:

Recruit Once; Use Repeatedly

Track rapid change successfully Real time market data with a rapid refresh rate

THE TRACKING SOLUTION

L

EARNINGS & CONCLUSIONS

ZoomRx launch tracking was very well-received by the end client. Specific learnings from this study include:

1.  Identify the key issues upfront: Product launch teams are always hungry for data. It is really important to understand what the overall data landscape for the team (secondary research, prescription data) is and what decisions of the launch team will be informed by tracking. This process should end with the identification of the key issues to be covered in the launch tracker

2.  Design ‘short & easy’ surveys: It is important to keep in mind that the respondents will be answering surveys frequently. This makes it very important to design surveys to be easy and short. If not, response rates will

fall and data quality will dip.

3. Meet often. Cross-functionally:

Product launch teams are always cross-functional. To get maximum value out of your tracking data, meeting with a cross-functional and discussing implication, insights and actions is key. The ZoomRx team’s facilitation of these meetings was considered very valuable by the client.

4. Focus on narratives. Not just numbers :

Yes, launch metrics are really important. But to make truly informed decisions, it is imperative to look beyond just the numbers and understand how customers are evolving over time. Understanding this narrative evolve is particularly important for launching brands. The longitudinal nature of ZoomRx adds a tremendous amount of value in this regard.

READY TO TRANSFORM YOUR

LAUNCH TRACKING

Set up a capabilities

meeting

[email protected]

(617) 401 - 2355

ZoomRx completely

transformed the way we

thought about

launch tracking

Sr. Director, Market Research & Commercial Analytics