A concorrência dentro dos estados de doenças está se tornando mais intensa, tornando as abordagens tradicionais para segmentar as populações de pacientes por dados demográficos e amplas categorias de doenças muito menos relevantes. O crescimento centrado na demanda (DCG) é uma metodologia comprovada e baseada em dados que permite que os profissionais de marketing da marca identifiquem as fontes de crescimento mais promissoras, integrando o contexto do paciente, médico e da doença com as necessidades do prescritor. No mínimo, você precisa saber:
Deconstructing Demand
A prerequisite for any winning brand strategy in biopharma is a deep understanding of the market. At a minimum, you need to know:
- Quais fatores realmente impulsionam a demanda
- onde sua marca está ganhando (e perdendo) hoje
- Onde estão as fontes mais promissoras de crescimento futuro
Applying the DCG methodology—which has been employed with great success in the consumer goods space for more than a decade—will help deliver the answers and much more. The methodology defines specific, quantifiable demand segments that can be used to inform all elements of pharmaceutical brand strategy.
How Demand-Centric Growth Works
“I can easily come up with 50-plus variables that may influence demand and brand choice, but I have yet to find someone who can explain to me what matters and why,” one pharmaceutical marketing VP told us.
DCG helps brand marketers determine what matters and why, but it goes far beyond just segmenting the market by treatment needs and sizing patient segments based on them to truly understand the shape of demand.
- The first step in the process is to create a robust data set of variables related to the physician, the patient, and the disease across thousands of prescribing decisions.
- In the second step, machine learning algorithms derive the importance of each and every variable in driving prescribing decisions. This helps tease out, in the form of a demand tree, the elusive “why” Provedores de saúde Faça as escolhas que eles fazem. (Consulte a exposição.)
- In the third and final step, a demand map is created to identify and quantify the most promising patient pools to serve as a source of future growth. (See the exhibit.)
As a result, brand teams have a clear map of the market as it exists today and can identify where to win and how.
Three Success Stories
Applying DCG in the Biopharma pode Crie valor significativo, como exemplificado por três histórias de sucesso de nosso trabalho com clientes.
Aceleração pós-lançamento. DCG Ativado one large pharmaceutical company to turn around a brand that had struggled postlaunch to achieve 50+% quarterly growth for multiple quarters. The challenge: Despite offering an innovative new drug delivery approach, this product was struggling to find its footing in a large, established market with a broad range of competitors, including both over-the-counter and prescription options across multiple methods of action. The solution: DCG helped the brand team focus on the right efficacy messaging, uncovered specific patient types to target, and determined that focusing on specialists instead of primary care providers would deliver better results. The insights from the DCG process allowed the brand team to adapt its messaging and targeting with high confidence, fundamentally changing its sales trajectory.
Portfolio Co-positioning. At another leading biopharma company, the DCG approach uncovered insights on how to position two distinct assets with some common indications. The DCG methodology defined the demand spaces where each brand was currently competing, as well as the specific demand spaces where each brand was uniquely advantaged. These insights enabled the brand teams to craft Mensagens diferenciadas em torno de conjuntos exclusivos de espaços de demanda que representavam 25% do mercado total para cada marca.
Late Lifecycle Optimization. Uma empresa farmacêutica proeminente utilizou insights DCG para identificar vetores de crescimento para um produto de psiquiatria do ciclo de vida tardio. Antes do DCG, a equipe da marca estava experimentando mais de 15 distintos Mensagens de marketing aos prestadores de cuidados de saúde em sua tentativa de diferenciar o produto. Depois de empregar o DCG, a equipe da marca se concentrou em apenas três mensagens -chave - uma diminuição de 80% - que realmente importava para os fornecedores e diferenciou o produto. A equipe conseguiu agir rapidamente com base nessas novas idéias, reduzindo uma ajuda visual interativa de 150 páginas para apenas 15 páginas em menos de 6 semanas.
Ao concentrar o que leva a exigir e ajudar as empresas a adaptar estratégias eficazes de acordo, o DCG promete transformar como as empresas competem e vencem neste mercado competitivo. Elizabeth Celata
