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Shaping healthcare innovation

We live in a golden age of healthcare innovation. Immuno-oncologics with companion diagnostics are increasing cancer survival rates. The world’s first digital smart pill has arrived. Connected devices, new drug delivery systems and packaging are driving innovation in consumer healthcare. New technologies are being combined with therapies and services to manage chronic illnesses. These innovations create opportunities and challenges that demand fresh insights. We answer commercial questions like:

  • Which healthcare professionals (HCPs) and consumers should be targeted to drive early uptake of new products?
  • How to manage brand portfolios that include new products and late-stage lifecycle brands?
  • Which new product concepts have the best chance of success?
  • What segments of HCPs and pharmacists are prone to recommending OTC brands to patients and consumers?
  • What is the optimal combination of endpoints to embed in Phase 3 clinical trials?
  • What is the ideal positioning and message architecture for new Rx brands?
  • How to defend against generics, biosimilars and new branded entrants?
  • Which innovation platforms should be prioritized for OTC players?
Shaping healthcare innovation

Market understanding

Opportunity Assessment, endpoint optimization & forecasting

What it is

We can size the opportunity represented by new therapies and products, transform them into robust market-relevant concepts and forecast their potential. We can provide a clear picture for your brand’s pre-launch optimization and further positioning in the challenging marketplace.

How it works

We develop and prioritize your innovation’s concepts by understanding patients’ and physicians’ evolving needs, experiences and insights, and by integrating these data with your expertise and assets. Our research toolkit determines the realistic market potential for an innovation/product by not solely relying on a verbally stated prescription/purchase intent, but by analyzing the external prescription/purchase-influencing factors. The results identify the most relevant levers that should be activated to increase the market success of the innovation. Advanced techniques like conjoint modeling help you optimize end points or adjust to an evolving market and product landscape.

How it benefits your business

We gauge the potential of new growth opportunities for our clients by delivering an end-to-end, clear strategic roadmap to successfully enter their innovation into the marketplace.

Treatment flow

What it is

In order to develop an adequate patient or physician communication strategy, you need to gain insights into the feelings, perceptions and challenges of a specific patient type or disease on the specific pathway. With treatment flow, we follow the patient’s treatment through the eyes of the physician.

How it works

We capture patients’ and relevant stakeholders’ perceptions by evaluating patient and treatment pathways for various indications. We do this through individual deep-dives gathered from in-depth interviews with patients of different indications and potential stakeholders.

How it benefits your business

The resulting insights from this research help your brand fulfill a more active role within patients’ therapy management by understanding and identifying core (unmet) needs among the patient and pathways. Information derived from this research improves patient outcomes beyond the pure medical value of their products, and can be a start to developing “beyond the pill” initiatives.

Through our research, we generate encompassing insights about patients by validating patient pathways and identifying the most effective touchpoints for detecting patients’ engagement. Additionally, analysis of moment of truth (MoT) can help bio-pharmaceutical companies better understand where and how their products are being prescribed and how best to engage with the prescription process.

Segmentation / targeting

What it is

Each market includes a mix of stakeholders with varied profiles, perceptions and treatment approaches. Understanding who to target when promoting your brand (or portfolio of brands), and what story to use, is critical to your brand’s success. Segmentation/targeting helps you identify and prioritize who to target based on a segmentation lens built around data points predictive of brand success.

How it works

We follow a rigorous and tailored approach that includes workshopping with the brand team to align on market dynamics that might determine brand success. Working closely with the client, we explore and analyze varying segment models, until we arrive at an optimal segmentation solution that meets the needs of the brand team. The segmentation solution is activated through workshops to bring them to life and follow-on toolkits for the marketing and sales execution.

How it benefits your business

Results from segmentation/targeting provide prioritization of the different stakeholders and how each can be identified. This foundational research drives targeting strategy as well as informs messaging, segmentation and forecasting.

Launch readiness

Concept / target product profile testing

What it is

We offer the next-generation solution for early- and late-stage screening, testing and forecasting new product and service concepts. Our approach identifies the tradeoffs and context for how the new product/innovation fits into the healthcare provider's practice or patient‘s/consumer's life and provides the "why" behind their intentions.

How it works

Our tool combines key measures for success: relevance, uniqueness, prescription/recommendation or purchase intent. It features more in-depth diagnostic measures for assessing individual healthcare provider/patient/consumer adoption behavior to determine the credibility of an individual's prescription/recommendation or purchase intent. Understanding the relative impact of the adoption levers allows brands to prioritize launch resources and segment the potential prescribers or buyers of your innovation based on different adoption behaviors. A benefit dashboard shows which benefit combinations of your innovation drive uptake. This is valuable input for your marketing communications, and an indication of whether the new concept is in harmony with your core brand benefits. For late-stage forecasting, realistic scenario planning gives you confidence in assessing your potential prescriptions/recommendations or sales. Our tool enables you to test different product specifications and competitor reactions, and simulates your new product in the competitive environment.

How it benefits your business

Our tool, called MarketBuilder, uniquely supports commercialization and launch of new products/services by focusing on individual adoption levers throughout the concept screening, pre-launch evaluation, launch strategy and forecast milestones. We enable our clients to not only optimize new market experiences for their customers, but we also show them where and how they can succeed.

Positioning & message development

What it is

Our innovative approaches help clients determine the primary benefit and value proposition that deliver brand differentiation.

How it works

We believe that compelling, actionable ideas must be grounded in true customer insights and market opportunities, but they also need to be tied to the realities of clients’ competencies. Therefore, we bring business focus to the process of generating and prioritizing new ideas and concepts. In essence, we identify the strongest concepts to quantitatively test and market, while developing a roadmap of ideas prioritized for maximizing their market potential. Using our next-generation creative tools, we bring ideas with high potential to life and deliver rich engagement options (online and offline) for maximizing innovation input.

How it benefits your business

Our market research tools offer guidance for developing a series of value propositions and messages to work as focal points in new healthcare provider/patient/consumer concepts.

Message testing & optimization

What it is

Our message testing and optimization tool, GfK Recommendation Driver, allows you to optimize the bundling of your existing sale force messages. It uses an interactive simulator to determine, for example, if it is possible to focus on two instead of three sales force messages without having a negative impact on your sales force quality score.

How it works

Sales force quality value is simulated for different messaging options to provide insight about the optimum message combination to be used during a physician visit. If the number and type of messages impact the sales force quality score, this information would inform your sales force team to use the limited time during a visit more efficiently.

How it benefits your business

GfK Recommendation Driver helps identify the sales force message bundles that improve the quality of your sales reps‘ visits.

Creative & communications testing (detail aids, promotional materials)

What it is

Our testing assesses the potential of detail aids and other types of communications to drive prescription/recommendation or usage. It further evaluates perception and impact of the communications versus the overall brand strategy within the competitive set.

How it works

We use our creative tools to evaluate the potential and proven metrics to measure the impact of detail aids and promotional materials to drive prescription/recommendation or usage, as well as strengthen brand relationships with key target groups. We apply our proprietary EMOScan® tool to capture respondents’ facial expressions, where respondents view a video of a sales call as we instantly analyze what portions evoked interest; digging deeper into emotional response and pinpointing elements that trigger these reactions.

How it benefits your business

Our testing can determine the most effective communication to drive brand growth among key target groups.

Syndicated reports & monitors

Digital Doctor Report

What it is

This tracking program monitors, assesses and gives insight into healthcare professional (HCP) digital behavior. With this information, you can improve the efficiency and maximize the effectiveness of your multichannel strategy and investments.

How it works

We capture and assess HCP digital behavior by tracking their information needs and multichannel searches through their:

  • used devices
  • digital journey
  • usage and evaluation of online and offline updating sources
  • information sources and channels used for different searches
  • web portals known/used
  • social network
  • app (for the HCP and for the patient)
  • communication channels/tools – with patients, peer-to-peer or with reps

We evaluate the efficiency and effectiveness of your multichannel strategies, assessing those initiatives for your company and your main competitors, including exposition, experience quality and activation level. Additionally, we evaluate the effectiveness of your multichannel strategies, measuring impact and the synergy of multichannel activities on company image and company preference.

How it benefits your business

With Digital Doctor, you will gain insights into where you should focus your marketing resources to best optimize the impact of your multichannel strategy.

Biosimilars Report

What it is

The emergence of biologics has raised questions like: Will doctors spend more time on monitoring when treating with biosimilars? Or which aspects are the most important when doctors are choosing between bio-originals and biosimilars? This report, with findings derived from a multiclient study that has run for three years in the Netherlands, offers quantitative research about prescription behavior, drivers and barriers, and decision making on the use of biosimilars that addresses these questions with insights from specialists, hospital pharmacists and patients. The study, currently only covering the Netherlands, can also be implemented in other countries based on interest from multiple companies.

How it works

The Biosimilars Report delivers findings from our study, which fielded in January 2018. It incorporates perspectives from the three most important target groups – specialists, hospital pharmacists and patients – who offer their opinions on the current use of biologics, (expected) prescription behavior, drivers and barriers affecting the decision-making process. The study covered all inflammatory diseases where biologics might be used. All doctors in the study treated at least five patients with rheumatoid arthritis, psoriasis, Crohn’s disease, Bechterew’s disease, ulcerative colitis or psoriatic arthritis, which are all inflammatory indications. Included within the target group are rheumatologists, dermatologists, gastroenterologists/hepatologists and hospital pharmacists. The hospital pharmacists who took part in the study are involved in the purchase and/or providing biologics for these indications. Patients in the study are current users of a biologic and suffer from these inflammatory conditions.

How it benefits your business

For biopharma companies, this report addresses concerns that are often raised with the introduction and implementation of biosimilars. It answers questions, such as will those who pay the bill make their choice of treatment based on price, sheds light on if a certain type of patient is more likely to be prescribed a biosimilar, and illuminates patients’ attitudes toward biosimilars and their influence on prescribing behavior. It also illustrates the difference in attitudes and behavior in biosimilar usage among the different specialties, and clearly shows the narrative of the specialist, compared to that of the patient, regarding the choice and usage of similar vs. originator drugs.

Doctors Prescription Monitors

What it is

Since 1998, we have been monitoring drug prescription through our syndicated research. With GfK Health’s monitors, you can estimate the competitive situation in the market and understand the preferences and habits of doctors from the largest Russian cities.

How it works

Each doctor completes diaries for patients with various diseases. The study is conducted once a year. Monitors for both specific specialties of doctors and specialized monitors comprise Doctors Prescription Monitors. There are three monitors covering the following specialties: Anesthesia and Reanimation Monitor, Traumatology and Orthopedic Monitor, and Cosmetologists Monitor (injection procedure). Three specialized monitors include: Osteoporosis Monitor, OncoPathology Monitor and genetically engineered biological drugs (GEBD) Monitor. It’s possible to provide information in different categories: in total, by regions, by specialties, by type of institution (municipal/commercial), type of practice (outpatient/inpatient) and type of prescription (primary/ repeated, reimbursement/commercial). Reports can be customized to clients’ needs. From our research results you can get information on:

  • the market in general (market shares of separate medicines, groups of medicines and producers)
  • profiles of patients with definite diagnoses and/or on a certain therapy
  • drug prescriptions and drug withdrawals

How it benefits your business

With Doctors Prescription Monitors, you can evaluate the potential of a new product on the market, the potential of a current product, the share of prescription for your preparation and those of competitors, the competitive situation in the medicines market, and the flow of patients and the role of the doctor’s specific specialty in diagnosing, prescribing and maintaining therapy. The monitors also allow you to:

  • conduct a search of niches for current and new products
  • receive profiles of patients with definite diagnosis and/or on the definite therapy
  • determine prescription frequency and market shares for particular preparations, groups of preparations and medicines manufacturers
  • conduct gain & loss analysis, based on the data regarding first time prescribed, changed and withdrawn medicine
  • identify "threats" for the brand and develop a promotion strategy based on an analysis of the reasons for drugs’ withdrawals
  • identify the sources of funding drugs for price policy
  • analyze information independently by the aid of QlickView demonstration
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