Avoca Award Decision Programs, Service Offering Overview

1. Avoca Award
Decision Programs
Service Offering Overview

2. 2
The Avoca Group
The Avoca Group helps pharmaceutical and biotech companies and
service providers build, measure, and manage critical business
relationships.
Why Avoca?
● Avoca works exclusively in the pharmaceutical industry, focusing on clinical
outsourcing, strategic alliances and alliance/relationship management.
● Avoca has a deep understanding of sponsor preferences, leading practices
and the health of relationships gained through nearly 15 years of collecting
and analyzing quantitative and qualitative data on behalf of both sponsors
and CROs.
● Avoca’s Senior Consultants possess both process improvement and change
management expertise as well as significant industry experience.
● Avoca has unique perspectives of competing organizations’ practices and
approaches for alliance management. We understand areas that competitors
struggle with and can provide guidance to support effective differentiation.

3. 3
Best Practice Approach to Alliance Management
Client List
Pharmaceutical/Biotech
AstraZeneca Ferring Pharmaceuticals
BioMarin Grünenthal
Boehringer-Ingelheim Johnson & Johnson
Bristol-Myers Squibb J&J Pharmaceutical
Research Development
Cadence
Celtic Pharma Millennium
Centocor Novo Nordisk
Cerexa Ortho Biotech
CJPCUS Ortho Clinical
Cordis Pfizer
CR Bard Purdue Pharma
Cubist Regeneron
Eisai Roche
Endo Pharmaceuticals Terumo
Ethicon
The Medicines
Company
ServiceProviders
Acurian Marken
Aptiv Solutions Medical Research
ConsultantsBeardsworth
BioClinica Metropolitan
Research AssociatesCardinal Health
Clinical Financial
Services
PAREXEL
PPD
CRF Health PRA International
ERT Premier Research
ExecuPharm Quest Diagnostics
Clinical TrialsGreenphire
ICON Clinical Research Quintiles
Idis REGISTRAT-MAPI
INC Research ResearchPoint
Indegene Synarc
inVentiv Health Clinical Theorem
LabCorp TKL Research

4. 4
Objective of Award Decision Studies
● Improved customer loyalty
● Increased repeat business
● Greater profitability
Award Decision
Study
An Award Decision Study identifies specific
drivers for your wins and losses and determines
what it takes to win new business
Resulting in…
Capturing data through in-depth interviews using industry professionals
provides valuable insights into what your clients are thinking.
Interviewers uncover client perceptions, issues
and needs via detailed discussions about their
satisfaction with all aspects of interaction during
the bid process

5. 5
What’s measured?
● Overall business development process
● Proposal quality and timeliness
● Extent to which bid is tailored to address specific client needs
● Interaction with key stakeholders during bid process
● Quality of Bid Defense meeting
● Contracting process (for awarded projects)
● Cost/Value
Avoca Award Decision Programs

6. Avoca Award
Decision Programs
Sample Survey Data

7. 7
Award Decision Surveys: Sample Data
28%
20%
15%
10%
8%
8%
5%
3%
3%
Main Reason Project was Awarded to CRO
Therapeu-c
Area
exper-se
Global
reach
/
experience
Reasonable
cost
Specific
staff
assigned
to
project
Demonstrated
ability
to
accomplish
the
work
Qualified
staff
Delivery
within
Dmelines
Past
relaDonship
with
CRO
Personal
compaDbility
between
sponsor
and
staff
N=40

8. 8
Award Decision Surveys: Sample Data
Sample Verbatim Comments:
Reasons for not awarding work to a CRO
● “The main reason was that we had a very specific need that we were looking for, which
was help in a process for developing key messages for the actual filing we were going
to do. I believe we made that clear in the early discussions and in the RFP, but when
{CRO} came in and gave us a presentation, it didn't focus on that particular aspect.
They came to the U.K., and their presentation was terrific, but it didn’t address our main
need. They focused on the strengths of the company and of their people. We had a
wonderful discussion with them about another need, which is for medical writing, but
their presentation was not on target for what our biggest need was.”
● “They responded to the RFP adequately but offered no strategy…the proposal seemed
like a template with minimal customization.”
● “The other CRO really emphasized their differentiators…and that is what my team liked
and why they won the bid.”
● “The BD rep seemed like an order taker… no understanding of my needs or what was
important to a Phase II Oncology trial that is competing with many other similar trials.”
● “It would have been good to meet some of their senior team…it may have shown us
the commitment we need from a preferred provider.”

9. 9
Award Decision Surveys: Sample Data
Proposal Statement Ratings
The
costs
for
each
component
were
cleary
defined
The
proposal
adhered
to
the
specs
outlined
in
the
RFP
[CRO]
proposed
soluDons
to
meet
our
study
needs
The
turnaround
Dme
for
the
proposal
was
acceptable
to
me
The
project
assumpDons
and
tasks
were
clearly
defined
in
the
proposal
The
proposal
was
concise
and
easy
to
read
The
cost
esDmates
were
consistent
with
my
expectaDons
[CRO's]
value
proposiDon
was
clearly
arDculated
33%
43%
48%
60%
40%
53%
12%
25%
44%
36%
40%
34%
33%
43%
60%
50%
20%
18%
12%
6%
20%
4%
14%
18%
3%
3%
7%
14%
7%
Strongly
Agree
Somewhat
Agree
Neither
Agree
Nor
Disagree
Somewhat
Disagree
Strongly
Disagree
5.0
1.0
4.0
4.3
4.6
4.4
4.6
4.5
4.3
4.2
Mean
N=32

10. 10
Award Decision Surveys: Sample Data
Sample Verbatim Comments:
Feedback on the Bid Defense Meeting for a lost project
● “Team leadership was not established.”
● “Insufficient preparation, presentation was too general and not specific to
our RFP.”
● “They did not bring the actual team we would work with and did not outline
a solid project plan.”
● “They did not anticipate our questions…so they did not have the right
answers.”
● “They did not listen well – they talked too much without engaging our team
or targeting the discussion to meet our needs.”
● “Some of their team members were not good presenters…and it made some
of our team wonder about their ability to manage.”

11. 11
Award Decision Surveys: Sample Data
WON LOST ∆
Presented
as
Cohesive
Team
4.7
3.2
-1.5
Cost
EsDmates
Consistent
with
ExpectaDons
3.8
2.4
-1.4
Team
Raised
Important
Issues
at
Defense
4.4
3.1
-1.3
Proposal
Defense
4.2
3.0
-1.2
Appropriate
Team
at
Defense
4.5
3.4
-1.1
Responded
Appropriately
to
Issues
at
Defense
4.5
3.4
-1.1
Demonstrated
Project
Knowledge
at
Defense
4.5
3.6
-0.9
Proposal
SaDsfactory
4.0
3.4
-0.6
BD
Rep
Met
Needs
Overall
4.4
3.9
-0.5
Unique
SoluDons
in
Proposal
3.5
3.0
-0.5
Clearly
Defined
AssumpDons/Tasks
4.3
3.8
-0.5
CosDng
Procedures
Straigh_orward
3.7
3.2
-0.5
Overall
BD
Approach
4.3
3.9
-0.4
Proposal
Adhered
to
RFP
3.9
3.7
-0.2
Proposal
Concise/Easy
to
Read
4.0
3.9
-0.1
BD
Rep
Open
and
Fair
4.3
4.4
0.1
Proposal
Turnaround
Time
4.0
4.1
0.1
Time
EsDmates
Consistent
with
ExpectaDons
4.0
4.1
0.1
BD
Rep
Responsiveness
4.2
4.4
0.2
N= 30 36
Comparison of Win vs. Loss Ratings for Award Decision Criteria
[Mean Scores, 5-point scale]
This display allows you to look at all rating items in the survey, focusing on the ones for which the mean scores differ most between wins and losses.

12. 12
Award Decision Surveys: Sample Data
Comparison of Won vs. Lost Projects for “Proposal addressed strategy”
A collection of boxplots helps the viewer determine at a glance which rating items vary the most between won and lost
proposals and helps elucidate the nature of the difference. The boxplots and accompanying tables display not only mean
scores (green lines in the boxplots) but also medians, 25th and 75th percentiles, minima and maxima. The latter are very
useful in demonstrating that even when the means are not very far apart, “won” proposals generally have consistently
good scores (narrow range of scores) whereas “lost” proposals generally have more variable scores.

13. 13
Award Decision Surveys
Key Deliverables
● Descriptive and summary statistics with in-depth verbatim reports
● Executive summary focusing on key strengths and issues
● In-depth analyses and reports, including:
╸ Longitudinal analyses
╸ Relational analyses
╸ Comparisons across functional/geographic/therapeutic areas
╸ Response to initiative reporting
╸ Index development
╸ Business intelligence reporting (for use in future proposals)
● Just-in-Time reporting for lessons learned meetings, executive meetings or
business development meetings
● Facilitated follow-up meetings to discuss results and develop action plans

14. Other Avoca Client
Feedback Programs

15. 15
Client Feedback Programs
Overall Objectives for Avoca Feedback Programs
● To identify the specific drivers for the service provider’s wins and
losses and what it takes to win new business
● To help service providers understand clients’ perceptions and their
positioning in the marketplace
● To enable a service provider to learn what concerns or issues a
sponsor may have with the company overall, its staff or its processes
● To identify areas of strength and weakness that require attention
within an ongoing project so they can be addressed in real time,
and to identify overall trends and areas that require improvement
across projects
● To gather relationship metrics that link to overall corporate strategy
execution

16. 16
Avoca Relationship Management
Avoca’s Consulting Practice: Feedback Programs
● Strategy & consulting to develop comprehensive client feedback programs
● Implementation and support
╸ Gathering of data using AvocaView™ Survey Research tools and
Avoca’s methodology
╸ Flagging of critical issues and communication regarding these issues
o Issue tracking and action documentation
o Interaction with project teams to brainstorm approaches for
responding to specific issues
o Support for ensuring that critical issues are addressed in a timely
manner
╸ Analysis and reporting
o In-depth analysis based on an understanding of the drivers of
customer loyalty and satisfaction
╸ Process improvement initiatives based on trend analysis

17. Contact Avoca at:
(609) 252-9020
www.theavocagroup.com
info@theavocagroup.com
179 Nassau Street
Suite 3A
Princeton, NJ 08542
Improving the Health of
Critical Business Relationships