Como intensidade competitiva e velocidade de inovação aumentam entre os estados de doenças, a capacidade de identificar e agir sistematicamente nos sinais de mercado rapidamente está se tornando uma fonte crítica de vantagem competitiva no Biopharma e Biotech Industries. A boa notícia é que as equipes da marca podem aprender a identificar - e endereço - os sinais de alerta. Paralelamente, praticamente todas as áreas terapêuticas estão ficando mais lotadas com vários produtos de marca, fornecendo níveis semelhantes de benefício terapêutico e novos mecanismos de ação sendo introduzidos. A psoríase, a artrite psoriática, a doença de Crohn e a depressão estão entre um subconjunto de estados de doenças em que até uma dúzia de produtos de marca estão competindo pelo profissional de saúde e pela participação na mente do consumidor. Com tantos jogadores de alto recurso que buscam identificar e explorar fontes de vantagem competitiva, a dinâmica do mercado está em um estado constante de fluxo e interrupção. Crise em questão de meses. Dados de reivindicações e RXing, métricas de execução em campo e atividades competitivas e acesso ao paciente e dinâmica de acessibilidade. foram:
However, in our work with clients, we have found that brand teams can often miss, ignore, or downplay common signals that their market is being disrupted and their competitive position weakened. The good news is that brand teams can learn to identify—and address—the warning signs.
Today’s Crowded Therapeutic Market
Executives are under enormous pressure to deliver sustained sales and market share growth for their products. In parallel, virtually every therapeutic area is becoming more crowded with multiple branded products delivering similar levels of therapeutic benefit and new mechanisms of action being introduced. Psoriasis, psoriatic arthritis, Crohn’s Disease, and depression are among a subset of disease states where up to a dozen branded products are competing for health care practitioner and consumer mind share. With so many highly resourced players seeking to identify and exploit sources of competitive advantage, market dynamics are in a constant state of flux and disruption.
Four Signs of Market Disruption
Over the past few years, we’ve worked with more than a dozen biopharma brand teams that initially saw a slow decline in brand performance, only for it to rapidly spiral into a crisis within a matter of months.
Our first step in developing turnaround plans with these client teams was to conduct a comprehensive 360-degree market and brand review.
- This work focused on surfacing trend breaks in performance metrics that explain new-to-brand performance trends across competing products.
- As part of our assessment, we conducted a systematic KPI analysis based on patient claims and Rxing data, in-field execution metrics and competitive activities, and patient access and affordability dynamics.
In the course of completing these brand reviews, a clear pattern emerged: brand teams often missed, ignored, or—most commonly—downplayed a common set of signals that their market was being disrupted and their competitive position was weakening.
The four most common signals we observed were:
Deteriorar as métricas de saúde da marca. Em nossa experiência, as equipes de marca precisam se concentrar no pequeno número de atributos que são os fatores mais críticos da prescrição, que geralmente estão clinicamente relacionados. Por exemplo, se as percepções de eficácia em relação aos concorrentes estiverem deteriorando-se, a intervenção rápida é necessária porque as perdas de participação de mercado inevitavelmente seguirão. Em nossa experiência, muitas equipes de marca desviam inicialmente os dados sobre a deterioração do desempenho com os clientes mais importantes, comemorando o sucesso contínuo com os volumes mais baixos. Infelizmente, a perda de volume no antigo grupo de clientes sempre excedeu os ganhos de volume neste último. Changing brand perceptions are a precursor to market share gains—and losses. In our experience, brand teams need to focus on the small number of attributes that are most critical drivers of prescribing, which are typically clinically related. For example, if efficacy perceptions relative to competitors are deteriorating, rapid intervention is required because market share losses will inevitably follow.
Market Share Losses Among Critical Customer Segments. Competitive intensity is greatest with the highest-volume customers, so if performance starts declining here, it is an early warning sign that competitors are disrupting your business. In our experience, many brand teams initially deflected data on deteriorating performance with the most important customers by celebrating continued success with lower volume ones. Unfortunately, loss of volume in the former group of customers always far exceeded volume gains in the latter.
Pontuações de engajamento de qualidade inferior dos clientes. A mudança de percepções pode estar relacionada a alguma combinação de experiências de clientes com vendas de campo, equipes médicas de campo e reembolso de campo. When we have assessed the performance of brands in decline, we consistently found that customer perceptions about the quality of field engagement and the frequency of engagement have also declined. Changing perceptions may relate to some combination of customer experiences with field sales, field medical, and field reimbursement teams.
Patient Initiation Challenges Compared to Competitors. Nossa pesquisa de mercado em áreas terapêuticas mostrou que a facilidade de iniciação do paciente é frequentemente o fator mais importante quando um profissional de saúde está escolhendo entre as terapias que eles acreditam ter perfis clínicos semelhantes. Portanto, qualquer marca que seja considerada mais difícil de prescrever ou iniciar um paciente em relação aos concorrentes perderá participação de mercado. Se você responder sim a alguma das seguintes perguntas, considere iniciar uma revisão mais detalhada da marca:
Seven Questions to Ask
As a commercial leader, the challenge is identifying when something is amiss. If you answer yes to any of the following questions, you should consider initiating a more detailed brand review:
- Is a brand losing market share for reasons that the marketing or sales team cannot explain?
- Is a brand losing market share to a competitor that you believe is clinically inferior?
- Has your sales growth slowed with a specific customer type of segment?
- Are your top customers telling you that your field teams are less responsive or that competitors are showing up better?
- Are there changes to three-month sales trend lines that can’t be easily accounted for?
- Are you seeing a slowdown in new patient starts that can’t be readily explained?
- Does your gut tell you market dynamics are changing, but you don’t know why or how?
The Right Response ... and the Wrong Response
Quando fomos chamados para ajudar a mudar uma marca com baixo desempenho, alguns membros das equipes da marca reconhecem que haviam notado deterioração nos fundamentos da marca, mas eles tinham medo de disparar o alarme. Ou seja, é claro, a resposta errada. Observar e esperar apenas resultará em uma aceleração das perdas de participação de mercado. Este é um movimento sem receita. O sinal de mercado pode ser um alarme falso, mas o custo potencial de estar em excesso pode ser centenas de milhões de dólares em vendas perdidas. Inscreva -se
The right response is to embrace what the market is telling you and to understand what is driving the change in competitive dynamics.
Consider having a team—independent of the existing brand team if needed—to conduct a rapid review of the market and brand performance. This is a no-regret move. The market signal may be a false alarm, but the potential cost of being overconfident could be hundreds of millions of dollars in lost sales.
