resonance - disguised pharma example 11-10
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Find Passion. Find Profit.Find Passion. Find Profit.
Driving M D Adopt ion of Driving M D Adopt ion of
New TherapiesNew Therapies
Report from the Front LinesReport from the Front Lines
November 2010November 2010
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Consider this “cautionary tale” fromConsider this “cautionary tale” froman analogous companyan analogous company
Top 10 Pharma company launched its “next blockbuster”drug (dramatically-improved products, eagerly-awaited)
§ Dominant player in existing categories,planning to “transform” adjacent categoryand to trounce incumbent competition
§ Targeting post-menopausal women throughOB/GYN (new channel for them)
§ Deploying high-budget marketing +first-string sales teams
§ Setting very high expectations, both
internally and on Wall Street
00
100100
200200
300300
400400
500500
Year 1 Year 1
$millions
$millions
New Drug SalesNew Drug Sales
F ORE C A S T -I NT E RNA L
F ORE C A S T -I N
T E RNA L
F ORE
C A S T -
F ORE
C A S T -
WA L L S
T RE E T
WA L L S
T RE E T
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Consider this “cautionary tale” fromConsider this “cautionary tale” froman analogous companyan analogous company
Top 10 Pharma company launched its “next blockbuster”drug (dramatically-improved products, eagerly-awaited)
§ Dominant player in existing categories,planning to “transform” adjacent categoryand to trounce incumbent competition
§ Targeting post-menopausal women throughOB/GYN (new channel for them)
§ Deploying high-budget marketing +first-string sales teams
§ Setting very high expectations, both
internally and on Wall Street
F ORE C A S T -I NT E RNA L
F ORE C A S T -I N
T E RNA L
F ORE
C A S T -
F ORE
C A S T -
WA L L S
T RE E T
WA L L S
T RE E T
00
100100
200200
300300
400400
500500
Year 1 Year 1
$millions
$millions
New Drug SalesNew Drug Sales
ACTUALACTUAL
But Year 1 revs < 25% of targetBut Year 1 revs < 25% of target
§Target patients stillTarget patients still really curiousreally curious
§Target MD justTarget MD just “waiting for the right“waiting for the rightpatient”patient”
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Dealing with “High Say, Low Do” fromDealing with “High Say, Low Do” fromMDMD
This company had two critical questions:
§ Why aren’t MD adopting our new therapy?
§ Why aren’t MD telling us why they’re not adopting?
Methodology: Resonate physicians (OB/GYN and Primary Care)§ 3 Resonance exercises: new therapy vs. their most frequent
therapy vs. treating patients with the best imaginable therapy
Physician responses were plentiful, detailed, and explicit
§
100 responses faxed on December 23 and 24!
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Resonance lets MD reveal what they reallyResonance lets MD reveal what they really(passionately) want from treating these(passionately) want from treating thesepatients:patients:
MD role happy comfortable with my advice joyful 8.8
MD role responsible keep up concerning literature joyful 8.7
MD role intelligent I have knowledge others don't joyful 8.6
MD role interested that's my business joyful 8.4
MD role intelligent I can let the patient know how much I know joyful 8.0
MD role fulfilled I am doing my job joyful 7.6
MD role fulfilled this is important for long term health joyful 6.4
MD role good doing the right thing joyful 6.2
MD role right makes you feel good joyful 6.0
MD role proud to prescribe it joyful 5.8
MD role glad feeling I did something nice joyful 5.2
MD role fulfilled I've performed my duty joyful 4.5
MD role fulfilled I expect it of myself joyful 2.1
MD role ebullient enjoy sharing knowledge joyful 2.1
MD role helpful healer joyful 1.6
MD role helpful good that I can help people joyful 1.0
MD role glad support patients to accept Rx joyful
MD role proud enjoy seeing success eager 10.0
MD role excited I like practicing preventive medicine eager 9.1
MD role eager it will allow me to comfort patients concerns eager 8.8
MD role willingfeel good about benefiting my patients in helping to
prevent PM osteoporosis & implicationseager 8.0
MD role confident medication beneficial eager 7.2
MD role enthused enthusiastic to help eager 7.2
MD role concerned I feel the need to help eager 7.0
MD role eager would like to help eager 5.2MD role reliable as a health care giver eager 4.8
MD role dependable as dispenser of medical information eager 4.8
MD role enthused chance to help eager 4.5
MD role happy happy to be able to help people eager 4.0
MD role effectual what we are trained for eager 4.0
MD role eager to provide quality care eager 4.0
MD role excited good for my #'s eager 3.3
MD role enthusiasmpositive re: ability to help a woman avoid the pain &
suffering involved with osteoporosis and fractureseager 3.2
ISSUEISSUE EMOTIONEMOTION WHY I FEEL THIS WAYWHY I FEEL THIS WAY CATEGORYCATEGORY INTENSITYINTENSITY
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Resonance lets MD reveal what they reallyResonance lets MD reveal what they really(passionately) want from treating these(passionately) want from treating thesepatients:patients:
MD role happy comfortable with my advice joyful 8.8
MD role responsible keep up concerning literature joyful 8.7
MD role intelligent I have knowledge others don't joyful 8.6
MD role interested that's my business joyful 8.4
MD role intelligent I can let the patient know how much I know joyful 8.0
MD role fulfilled I am doing my job joyful 7.6
MD role fulfilled this is important for long term health joyful 6.4
MD role good doing the right thing joyful 6.2
MD role right makes you feel good joyful 6.0
MD role proud to prescribe it joyful 5.8
MD role glad feeling I did something nice joyful 5.2
MD role fulfilled I've performed my duty joyful 4.5
MD role fulfilled I expect it of myself joyful 2.1
MD role ebullient enjoy sharing knowledge joyful 2.1
MD role helpful healer joyful 1.6
MD role helpful good that I can help people joyful 1.0
MD role glad support patients to accept Rx joyful
MD role proud enjoy seeing success eager 10.0
MD role excited I like practicing preventive medicine eager 9.1
MD role eager it will allow me to comfort patients concerns eager 8.8
MD role willingfeel good about benefiting my patients in helping to
prevent PM osteoporosis & implicationseager 8.0
MD role confident medication beneficial eager 7.2
MD role enthused enthusiastic to help eager 7.2
MD role concerned I feel the need to help eager 7.0
MD role eager would like to help eager 5.2MD role reliable as a health care giver eager 4.8
MD role dependable as dispenser of medical information eager 4.8
MD role enthused chance to help eager 4.5
MD role happy happy to be able to help people eager 4.0
MD role effectual what we are trained for eager 4.0
MD role eager to provide quality care eager 4.0
MD role excited good for my #'s eager 3.3
MD role enthusiasmpositive re: ability to help a woman avoid the pain &
suffering involved with osteoporosis and fractureseager 3.2
ISSUEISSUE EMOTIONEMOTION WHY I FEEL THIS WAYWHY I FEEL THIS WAY CATEGORYCATEGORY INTENSITYINTENSITY
“ “ T o b e t h e o m n i s c i e n
t a u t h o r i t y …
T o b e t h e o m n i s c i e n t a u t h o r i t y …
“ “ F u l f i l l e d - t o p e r f o r m
F u l f i l l e d - t o p e r f o r m
m y s w o r n d
u t y … ”
m y s w o r n d
u t y … ”
“ “ I n t e l l i g e n t … I h a v e
I n t e l l i g e n t … I h a v e
k n o w l e d g e o t h e r s d o n ’ t … ”
k n o w l e d g e o t h e r s d o n ’ t … ”
“ “ E n t h u s e d b y m y
E n t h u s e d b y m y
n e e d t o h e l p … ”
n e e d t o h e l p … ”
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Resonance also lets MD reveal what’s reallyResonance also lets MD reveal what’s reallystanding in their way:standing in their way:
MD role pressured
MD role cautious
MD role frustratedMD role frustrated
MD role mad
ISSUEISSUE EMOTIONEMOTION WHY I FEEL THIS WAYWHY I FEEL THIS WAY CATEGORYCATEGORY INTENSITYINTENSITY
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Resonance also lets MD reveal what’s reallyResonance also lets MD reveal what’s reallystanding in their way:standing in their way:
MD role pressured
MD role cautious
MD role frustratedMD role frustrated
MD role mad
ISSUEISSUE EMOTIONEMOTION WHY I FEEL THIS WAYWHY I FEEL THIS WAY CATEGORYCATEGORY INTENSITYINTENSITY
“ “ P r e
s s u r e
d … l o t s o f
P r e s s
u r e d … l o t
s o f
m a r k e
t i n g t o
p a t i e n t s …
”
m a r k e
t i n g t o
p a t i e n t s …
”
“ “ F r u
s t r a t e d
– I c a n
’ t
F r u s t r a t e d
– I c a n
’ t
c o n v i n
c e s o
m e w
o m e n
c o n v i n
c e s o
m e w
o m e n
t h a t E R
T i s s a
f e … ”
t h a t E R
T i s s a
f e … ”
“ “ B y p
a s s e d – n e w
t h e r
a p y w a s
B y p a s s e d
– n e w t h
e r a p
y w a s
m a r k e
t e d t o
p a t i e n t s i n
l a y m
a g a z
i n e s
m a r k e
t e d t o
p a t i e n t s i n
l a y m
a g a z
i n e s
b e f o r e
I w a s
d e t a
i l e d …
”
b e f o r e
I w a s d e t
a i l e d
… ”
“ “ F a t i g u e d b y f i g h t i n g
F a t i g u e d b y f i g h t i n g
m i s i n f o r m a t i o n …”
m i s i n f o r m a t i o n …”
“ “ I n a d e q u a t e – I ’ m b e h i n d
I n a d e q u a t e – I ’ m b e h i n d
i n m y e d u c a t i o n …”
i n m y e d u c a t i o n …”
“ “ I n s u l t e d : r e p s a i d “ I f y o u d o n ’ t
I n s u l t e d : r e p s a i d “ I f y o u d o n ’ t
g e t o n t h e b a n d w a g o n , y o u ’ l l
g e t o n t h e b a n d w a g o n , y o u ’ l l
b e l e f t o u t i n t h e c o l d …”
b e l e f t o u t i n t h e c o l d …”
““ Underm ining m yUnderm ining m ystaturestature
as a God-like healer as a God-like healer
…”…”
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New DrugNew Drug
Other IssuesOther Issues
Progress on DrugsProgress on Drugs
Information re DrugInformation re Drug
Drug’s Safety & Side EffectsDrug’s Safety & Side Effects
CostCost
Drug’s ReliabilityDrug’s Reliability
Drug’s EfficacyDrug’s Efficacy
My PatientMy Patient
Women's HealthWomen's Health
My Role as MDMy Role as MD
<------NEGATIVES<------NEGATIVES POSITIVE EMOTIONS ------>POSITIVE EMOTIONS ------>
Ideal TherapyIdeal Therapy
Passionate PositivesPassionate Positives(“Jet Fuel”)(“Jet Fuel”)
Resonance quantified the driving factors andResonance quantified the driving factors and
the gaps inhibiting MD adoptionthe gaps inhibiting MD adoption
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CONFIDENTIAL and FOR USE ONLY WITHIN Johnson & JohnsonCONFIDENTIAL and FOR USE ONLY WITHIN Johnson & Johnson
New DrugNew Drug
Other IssuesOther Issues
Progress on DrugsProgress on Drugs
Information re DrugInformation re Drug
Drug’s Safety & Side EffectsDrug’s Safety & Side Effects
My PatientMy Patient
CostCost
Drug’s ReliabilityDrug’s Reliability
Drug’s EfficacyDrug’s Efficacy
Women's HealthWomen's Health
My Role as MDMy Role as MD
<------NEGATIVES<------NEGATIVES POSITIVE EMOTIONS ------>POSITIVE EMOTIONS ------>
Ideal TherapyIdeal Therapy
New DrugNew Drug
Passionate PositivesPassionate Positives(“Jet Fuel”)(“Jet Fuel”)
Resonance quantified the driving factors andResonance quantified the driving factors and
the gaps inhibiting MD adoptionthe gaps inhibiting MD adoption
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Client Outcomes: Marketing Action StepsClient Outcomes: Marketing Action Steps
Marketing and Brand
§ Repositionednew product,both for tradeand for end-users
§ Redesignedtradeadvertising(detail pieces)+ doctor’s
website
§ Created andlaunched newDTCadvertising
campaign
Misfired LaunchMisfired Launch
•Positioned againstPositioned againstkey strength of key strength of long-standinglong-standingcompetitor (efficacy)competitor (efficacy)
•
•Attacked existingAttacked existing(old) therapies,(old) therapies,highlighted efficacy,highlighted efficacy,side effects, andside effects, andnewnessnewness
•Aggressive campaignAggressive campaignwith fear tactics;with fear tactics;caused patients tocaused patients todemand time fromdemand time fromMD’s to calm themMD’s to calm themand educate themand educate them
Re-LaunchRe-Launch
•Less aggressive onLess aggressive onfeatures, morefeatures, moreattentive to individualattentive to individualmotivationsmotivations
•
•Focusing on MD roleFocusing on MD rolewith older womenwith older womenpatients, highlightingpatients, highlightinggoal of preservinggoal of preservingolder women’solder women’shealth & lifestylehealth & lifestyle
•Using spokespersonUsing spokespersonto connect with end-to connect with end-users’ personalusers’ personalneeds + wantsneeds + wants(lifestyle(lifestylemaintenance &maintenance &
avoiding symptoms)avoiding symptoms)1212©2008 Resonance Group©2008 Resonance Group
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Client Outcomes: Salesforce Action StepsClient Outcomes: Salesforce Action Steps
Salesforce§ Targeting
§ Training
§ Segmentation
Misfired LaunchMisfired Launch•No real focus -No real focus -
emphasizedemphasizedspecialists andspecialists andcertain other MDcertain other MDdemographicsdemographics
•Trained in product’sTrained in product’sfeatures andfeatures andbenefitsbenefits
•Struggled withStruggled with
competingcompetingsegmentationsegmentationschemes (none of schemes (none of which predicted MDwhich predicted MDbehaviors very well)behaviors very well)
Re-LaunchRe-Launch•Focused sales effort onFocused sales effort on
potential early adopterspotential early adopters(defined by motivations(defined by motivationstoward specific therapy)toward specific therapy)
•Trained on MDTrained on MDmotivationsmotivations
–Listening +Listening +consultativeconsultativeselling, notselling, not“sheep dip”“sheep dip”
•Developed powerfulDeveloped powerful“qualifying q’s” for real-“qualifying q’s” for real-time motivationaltime motivationalsegmentationsegmentation
–Short list of Short list of unconven-unconven-
tional questionstional questionsthat get to thethat get to theheart of
1313©2008 Resonance Group©2008 Resonance Group
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Client Outcomes: Other Action StepsClient Outcomes: Other Action Steps
Support/Operations
§ Scripts for customer call center
§
§ Manufacturing
Misfired LaunchMisfired Launch
•Standard problem-Standard problem-solving Q&A scriptssolving Q&A scripts+ physician referrals+ physician referrals
•
•Over-invested for Over-invested for overly-optimisticoverly-optimisticgrowth plangrowth plan
Re-LaunchRe-Launch
•Classification by needs +Classification by needs +enhanced scripts usingenhanced scripts usingverbatims straight fromverbatims straight fromresearch responsesresearch responses
••Tied their scale-upTied their scale-up
manufacturing & MRP tomanufacturing & MRP toa realistic forecast of a realistic forecast of growthgrowth
•
1414©2008 Resonance Group©2008 Resonance Group
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Client Outcomes: Business ResultsClient Outcomes: Business Results
Based on these insights and action steps, this Client re-launched
the product and sales sky-rocketed§ New positioning, new advertising, new sales targeting & tactics
§ Built from hearing what the docs and patients weren’t saying –about the whole experience
F ORE C A S T -I N
T E RNA L
F ORE C A S T -I N
T E RNA L
F ORE C A S T -
F ORE C A S T -
W
A L L S T RE E T
W
A L L S T RE E T
A C T UA L
A C T UA L
00
100100
200200
300300
400400
500500
600600
Year 1 Year 1 Year 2 Year 2 Year 3 Year 3
$millions
$millions
New Drug SalesNew Drug Sales
A C T UA L
A
C T UA L
A C T UA L
A C T UA L
N o t e : $ 1 .1 b i l l i o n
N o t e : $ 1 .1 b i l l i o n
r e v e n u e s i n 2 0 0 7
r e v e n u e s i n 2 0 0 7
1515©2008 Resonance Group©2008 Resonance Group
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The Key TakeawayThe Key Takeaway
FindFindPassionPassion,,Find Profit.Find Profit.
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Find Passion. Find Profit.Find Passion. Find Profit.