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Pharma and Biotech

Helping clients understand disease evolution and stakeholders’ perspectives to stay ahead of competition

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What We Do

Disease landscaping and forecasting
Epidemiological studies
Pharma market tracking
Physician insights
Emerging therapies study
Industry insights
Company and drug insights
Product feasibility assessment
Patient needs and NPS
Doctor NPS diagnostic
Pharmacovigilance study
Real world and late stage research
Regulatory ecosystem
Channel partner NPS
Sales force effectiveness
Cost benchmarking
Micro-market expansion
Brand health diagnostic

Disease landscaping and forecasting

What is the key population afflicted with the disease?
How has the disease incidence changed over time?
What are the key symptoms and implications of the diseases?
What are the currently available treatments for the disease?
What is the current disease burden – direct costs, loss of productivity etc.?
Who are the key players in the treatment ecosystem of the disease?
How has their share or role evolved over time?
How is disease incidence, mortality / morbidity, customer LTV, market size and share expected to evolve over time?

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Epidemiological studies

Which population is most affected by the disease?
How does the disease behavior vary across geographies, age-groups, ethnicity, environment etc.?
What is the risk of transmission of the disease in healthy population?
How magnified is the risk of disease infection in exposed population in comparison to unexposed population?
What is the distribution of the disease in a selected population group?
Which population is most vulnerable and should mandatorily be screened for the disease?

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Pharma market tracking

Who are the market leaders across different therapeutic areas and geographies?
Which players have inherent advantages considering recent regulations?
How does the pipeline of key players look like?
When is the next patent cliff for generic manufacturers?
What are the expected strategies (M&A, fundraise, IPO, developed market entry) for key players?
What is the pace of NDA (New Drug Approval) / ANDA (Abbreviated New Drug Approval) for key players?
How has the share of key players changed in the last quarter, 6 months, 1 year, 5 years and 10 years?

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Physician insights

What is the severity of the target disease in addressable population?
What is the rate of discovery and treatment for the disease?
Which treatments exist for the disease and what is their efficacy?
What is the degree of patient compliance for the disease treatment?
Does the treatment efficacy vary with demographics?
What is the typical patient journey in disease treatment?
What are the current white gaps in disease treatment?

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Emerging therapies study

Which emerging therapies for the disease appear promising in terms of safety, efficacy, and cost?
What is the degree of willingness to accept / switch for the emerging therapy?
What are the proven, typical side effects of the therapy?
What is the intended plan of scale-up for the therapy?
What is the expected revenue stream initially and how is it expected to evolve over time?
What are the challenges associated with the launch and scale-up of emerging therapies?

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Industry insights

What new technologies are being adopted by the industry?
What are the most recent headwinds / tailwinds in the sector?
Which are the most profitable therapeutic areas currently?
What are the challenges currently faced by the pharma players?
How is digitization helping increase operational efficiencies?
When is the next patent cliff due?
What are the newest drugs / biologics approved by US FDA, EU CEP, other regulatory bodies?
What have been the most promising therapeutic areas in last 5-10 years?

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Company and drug insights

How much revenues have been recorded by the company / drug in the last financial period?
How does the unit economics of drug / company look like?
What is the company’s / drug’s supply chain?
What has been the historical journey of the company / drug?
Has the company / drug been involved in any major recalls or audit actions?
How strong is the company leadership and what is its vision?
Who are the key competitors in manufacturing of drug / biologic?

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Product feasibility assessment

Who is the target audience of the product?
Is the product substituting any existing product?
What is the product’s value proposition and differentiation with respect to competitors?
What is the expected degree of adoption or willingness to switch for the product?
What is the expected degree of success of the product launch?
Are there any regulatory clouds surrounding the product?

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Patient needs and NPS

What are the key segments using the drug?
What is the NPS on the drug or therapy type?
What does the patient like about the drug?
What is the patient’s degree of choice of the product?
What doesn’t the patient like about the product – unpalatable dosage form, severe side-effects etc.?
What is the patient compliance on the drug?
How does NPS, feedback, KPC and degree of compliance vary across demographics?

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Doctor NPS diagnostic

What are the key parameters influencing doctor’s NPS for the product?
What is doctor’s feedback on each of the parameters influencing NPS?
How does doctor’s NPS and feedback vary across patients’ demographics?
How can the manufacturer improve upon the NPS?

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Pharmacovigilance study

What is the performance of drug since market launch?
What is the degree of efficacy of the drug?
How does degree of efficacy vary across demographics, routes of administration, dosage form etc.?
Has there been any unlabeled harm observed in the patients?
What is the severity of the harm?
How does the unlabeled and unidentified harm vary across demographics?
How was the new issue missed during clinical trials reporting?

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Real world and late stage research

How much revenues have been recorded by the company / drug in the last financial period?
How does the unit economics of drug / company look like?
What is the company’s / drug’s supply chain?
What has been the historical journey of the company / drug?
Has the company / drug been involved in any major recalls or audit actions?
How strong is the company leadership and what is its vision?
Who are the key competitors in manufacturing of drug / biologic?

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Regulatory ecosystem

What have been the most recent regulations put out by various pharmacopeia?
What are the implications of most recent regulations on the industry and patients?
Which parties will be impacted and what is the degree of impact on each of them?
How is competition responding to the regulations?
What are the local and international best practices in face of the regulations?

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Channel partner NPS

What is the channel partner’s portfolio with the client?
What is the partner’s NPS on each portfolio product?
How does partner’s NPS vary across channel type, margin size, geography and operating model?
What does the partner like / dislike about the product?
What are the key improvement areas for the client?
How does NPS, feedback, KPC and degree of compliance vary across demographics?

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Sales force effectiveness

What is the sales force’s effectiveness in terms of standard industry parameters?
How does client’s sales force effectiveness benchmark with the competition on key parameters?
How does client’s sales organogram compare with that of the competition?
What are the local and international best practices to boost effectiveness?
How has the effectiveness changed over time?
How does effectiveness vary with product type, channel, geography and incentive schemes?

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Cost benchmarking

How does client’s process cost fare with that of competition?
What is the structure and breakup of cumulative cost?
How do individual cost segments compare with competition?
What are the areas of improvement for the client with respect to competition?
Does client’s additional cost provide it a differentiation against competition?
What are the global best practices for cost optimization?
What are some of the short-term and long-term actions that can help optimise cost?

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Micro-market expansion

What is the potential of select micro-market and what is client’s current share?
Has how client’s share in micro-market changed over time?
Is there potential for client’s growth in the select micro-market?
What would be client’s drivers of growth in the market?
What are client’s strengths and weaknesses with respect to competition?
What is the typical investment required to boost share?
What are some local and global best practices that can help client gain micro-market share?

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Brand health diagnostic

What is the degree of brand awareness with respect to competitors?
What are the key values associated with the brand?
What are the typical avenues for introducing brand to practitioners and patients?
What is the effectiveness of various channels for brand introduction?
How does brand awareness change with demographics and patient ailments?
How important is brand in the sale process?
What are some of the best practices to strengthen brand value?

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Related Case Studies

Customer sub-segmentation for insulin delivery devices

Objective

An Indian insulin manufacturer wanted to understand customer archetypes and KPC (Key Purchase Criteria) for various insulin delivery devices like syringes, insulin pens, jet injectors, inhalers and pens

Methodology

Conducted consumer survey (N = 600) and in-depth consumer interviews (N = 25) in 4 weeks across 40 cities (mix of metro, tier 1 & 2 cities) for different customer archetypes and KPC (based on household types, age groups, employment status, gender, severity, type (Type – I or Type – II) and duration of disease
Conducted trade interviews (N = 15) of distributors, stockists, pharmacists and retailers across product categories (syringes, insulin pens, inhalers and pumps) to understand KPC for customers and influencing power of trade in customer purchase
Conducted IDIs (N = 25) with medical practitioners, diabetologists and endocrinologists to understand recommendation process for delivery device and degree of choice for the patient
Carried out product and service benchmarking for key devices offered by key players to understand scope of differentiation for the client

Impact / Outcome

Client understood detailed insights on key consumer behaviour and preferences, key strengths and improvement areas for existing insulin delivery device players and process of recommendation by medical fraternity

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Mapping online drug purchase process and estimating NPS for chronic disease patients

Objective

A top e-pharmacy company in India wanted to benchmark its performance across product features and touchpoints against its peers

Methodology

Mapped customer journeys for offline and online drug purchase through customer interviews (N = 10) and mystery shopping?
Conducted consumer survey (N = 1,200) and in-depth customer interviews (N = 25) in 6 weeks across 25 cities (Metro, Tier-I and Tier-II) to develop customer archetypes and capture NPS for online drug purchase across geographies, age-groups, chronic disease types (diabetes, hypertension, migraine etc.)
Conducted competitor’s customer survey (N = 50) to understand detraction from client platform and identify areas of improvement
Understood key competitors’ strengths and weaknesses by elaborate secondary research
Deep-dived into performance and business journey of international players to find success analogs and sketch best practices for the client

Impact / Outcome

Client understood detailed insights on key consumer behaviour and preferences, key strengths and improvement areas for other e-pharmacy players and improvement areas to improve its NPS

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Market potential estimation for H2-blocker for treatment of gastric ulcers

Objective

A pharma player developed a next generation H2-blocker for the treatment of gastric ulcers. After showing strong sales and growth in EU5 markets, the company is now looking to expand the sales of the drug to South East Asia and wanted to understand market potential in these countries

Methodology

Conducted in-depth study of intricate epidemiological data from proprietary databases for 5 countries to estimate disease incidence
Combed through demographic data to understand affluence and estimate TAM (Total Addressable Market)
Conducted In-Depth Interviews (N = 15) of medical practitioners to understand current modes of treatment of gastric ulcers
Conducted In-Depth Interviews (N = 10) of ex-senior leadership in competitor companies to estimate future market potential for the client
Conducted consumer survey (N = 600) and in-depth consumer interviews (N = 25) in 4 weeks across 40 cities in 5 countries to estimate willingness to switch to client’s drug
Carried out product and service benchmarking for key players offerings treatments for gastric ulcers currently

Impact / Outcome

Client understood market potential in each of the 5 targeted countries along with a preliminary idea of SAM (Serviceable Addressable Market). An estimate of willingness to switch to client’s treatment country-wise was provided which subsequently helped the client prioritize market launch for the drug.

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Pharmacovigilance for a NSAID

Objective

A CRO (Contract Research Organization) wanted to capture huge amounts of data as part of its post-market safety monitoring study on a newly approved NSAID (Non-Steroidal Anti-Inflammatory Drug) by CDSCO

Methodology

Conducted In-Depth Interviews (IDIs, N = 15) of medical practitioners to outline all possible physiological impacts of drug based on its pathway and pharmacokinetics across patient segments
Conducted patient survey (N = 10,000) and in-depth patient interviews (N = 5,00) in 10 weeks across 40 cities (mix of metro, tier 1 & 2 cities) and different age-groups, genders, affluence and use cases for NSAID
Conducted IDIs (N = 25) of channel partners (pharmacies and hospitals) to account for feedback from patients uncovered from survey
Carried out social media listening for in-context NSAID to substantiate survey claims
Drafted preliminary analysis of drug impact across patient age-groups, affluence, geography and use cases

Impact / Outcome

Client obtained elaborate data on patient results for the select NSAID across age-groups, affluence, geography and use cases. Preliminary feedback of drug performance across customer segments provided.

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