SKIMspiration London presentation: Improving claims impact using Decision Influence modeling
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In complex and hyper-competitive markets, brand teams need every tool available to succeed. In this presentation, we provided a new tool to better predict the influence that physicians and patients have on each other when choosing a brand and how modeling different scenarios can optimize results. These methods will help you build stronger brand and messaging communications as well as a better understanding of the impact of patient focused messages on the physician’s brand recommendations. Debora and Eelke showed that not only are complex influencing scenarios taking part; it's also now important to consider the complex interactions taking place between patients and physicians. For more presentations from SKIMspiration London, visit www.skimspiration.com/downloads.
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SKIMspiration London presentation: Improving claims impact using Decision Influence modeling
- 1. expect great answers Improving Claims Impact Using Decision Influence Modeling SKIM Healthcare | April 16th, 2013 Debora Corfield Eelke Roos
- 2. The physician-patient relationship has changed 2 Patients more and more involved in decisions about treatment Why? The result? The challenge for brand teams?
- 4. A fictitious business case: A painkiller 4 What is the optimal communication strategy? Objective: measure preference and differentiation for each message; forecast impact on share and revenue • 4 new positioning statements • Existing product • Strong competition • Reimbursement variations across countries • Significant patient involvement
- 5. Patients differ from each other 5 Mrs. A Mr. Z Ms. J Sure, doctor, thank you! Not if I have to pay for it myself! I read something else on Wikipedia!
- 6. Physicians differ too 6 Dr. Medcalf Dr. HutchinsonDr. Alban Because I say so! How does it make you feel? The data speaks for itself…
- 7. What happens if they meet in the doctor’s office? 7 Mrs. A Mr. Z Ms. J Dr. Medcalf Dr. HutchinsonDr. Alban
- 8. 8 I read something else on Wikipedia! How does it make you feel? 23% 35% 13% 50%51% 45% 41% 33% Message 1 Message 2 Message 3 Message 4 Share of choice of painkiller (%) Patients Doctors
- 9. 9 I read something else on Wikipedia! How does it make you feel? 23% 35% 13% 50%51% 45% 41% 33%34% 40% 29% 42% Message 1 Message 2 Message 3 Message 4 Share of choice of painkiller (%) Patients Doctors Adjusted
- 10. Complex dynamics! 10 Mrs. A Mr. Z Ms. J Dr. Medcalf Dr. HutchinsonDr. Alban
- 11. How we did it 11 Painkiller X (as described) Herbal & alternative remedies OTC Painkillers Existing Rx Painkiller Y Painkiller X (as described) Herbal & alternative remedies OTC Painkillers Existing Rx Painkiller Y Product recommended by your doctor Product recommended by your doctor Doctors Patients Bridging attribute
- 12. Application of this approach has broad reach… 12
- 13. Best practices • Determine the stakeholders • Medical devices… then what about the nurse? • Use choice modeling to assess messages • Bridges stakeholders by means of a common attribute • Build a simulator that integrates results from all stakeholders accurately to forecast share 13
- 14. Thank you! SKIM | Healthcare Debora Corfield Eelke Roos
Hinweis der Redaktion
- Good evening everybody and welcome to our presentation about how we deal with improving the impact of claims by a technique we call decision influence modeling. My name is …… [introduce yourself]
- Why:Awareness, accessibility, cost, physician desire to maintain a good physician-patient relationshipThe result?More interaction with the physician about treatment choiceThe challenge for brand teams? How to effectively assess and optimize the impact of their messages in this context
- Explain why patients are huge influencers in these three example indications. Perhaps think of examples to explain why these are good examples so that people fully understand the influence the patient has.
- Introduce the business case.
- Make the characters come alive in this slide.
- Make the characters come alive in this slide.
- What if a population composed of dominant patients interacts with doctors that put the patient first?Speaker: The red bars is the forecast. According to this image message 1 would be preferred. This is clearly wrong as the patient disagrees and the patient is very strong minded. Also, the doctor finds it important how the patient feels so is likely to adjust the opinion towards the doctor.
- The forecast is likely to be adjusted towards the opinion of the patient. This changes the outcome very much and not message 2 and 4 suddenly become a lot more interesting while message 1 loses appeal.
- Before we just looked at how patients like Ms. J and Dr. Alban would interact. You can imagine that the dynamics become a whole lot more complex if we take the whole physician and patient population into account.
- This slide serves to explain the methodology. Explain that drugs are described by attributes that you see here on the screen. Also explain that there is a message printed on the screen and that this exercise is repeated in multiple screens. Patients and doctors are linked via a bridging attribute and ultimately we weigh behavior of the doctor by the behavior of the patient. Since we have different types of patients and different types of doctors, the aggregate will give us a good representation of the appeal towards a certain message taking both stakeholders into account. The design of the exercise allows feeding the output in a forecast model, thereby killing two birds with one stone.
- Dr patient has been covered already – but any situation where there is multiple stakeholder influence can be modeled in this way – pharmacist involvement, multi-disciplinary teams (e.g oncology or intensive care), nurse educators and prescribers…