using counter-biosimilar messaging to protect your brand

1

Using counter-biosimilar messaging to protect your brand

Mike Mabey & Alex Zhu

SKIM: Decision Behavior Specialists

Branded biologics are facing biosimilar competition. What should you do differently?

What is counter-biosimilar

messaging?

Does CPG or Telecom face

similar challenges?

Taste and

heritage seekers

“for over 40 years

Breyers has been

bringing families

together.”

However, there are

significant differences

There is a

default option

The goal is

different

Impact of

switching

decision

The goal of counter-

biosimilar messaging

is to increase inertia.

Two message goals

Shift the

adoption curve Buy time for next

gen replacement

Two research goals

Identify messages

that create inertia Measure the

impact of inaction

Our thought process in addressing the challenge.

The key to success is to isolate

the effect of the message

Increase the impact messages have on

prescribing decisions

Take into account the structure

and format of the message

Message

platform

Tagline

Overall

brand

story Claims

Structure

Are the standard tools still relevant

for this messaging research?

Conjoint

Clickable

Qual

Iteration

MaxDiff

Our case study based on a message platform

Three steps

Hybrid

qual

Quantify

the message

preference

Identify key

drivers and

combo

Step 1:

Hybrid Qual

MaxDiff/

Conjoint

Ranking &

rating

Sorting

Step 2: Trade-off exercise

MaxDiff to identify the

winning message on the

primary metrics

Looking into the

supporting metrics to evaluate

the messages

Step 3: Identify drivers and message combo

Clickable exercise to identify

what works and what doesn’t

within the message

TURF analysis to identify the

diminishing point when adding

additional message

How would you measure message success?

Flip your thinking about the

metric end points

Not

prescribing

Waiting

longer

Risk of

switching

Increase

in hesitation

Why didn’t

hesitate

Credibility &

Believability

Reducing

early adopters

Size of non-

prescribers

Impact

The size of non-prescribers

is doubled

The average wait time

before adopting biosimilar

increases by 25%

How does this apply to my brand?

Perspective matters: the conversation changes

Three key takeaways

Understand

your goals

Change your

perspective

Get the

metrics right

Contact us

Mike Mabey

VP Client Solutions Americas

Based in Atlanta

Alex Xiaogung Zhu

Manager

Based in New York

SKIM: Decision Behavior Specialists

skimgroup.com