Have you ever wondered why two brands of pharmaceuticals with similar efficacy and safety measures are prescribed differently? Often this is more influenced by emotion than rational thinking. Find out more https://goo.gl/e3yMcl

1. When physicians
get emotional
Robert Dossin
Director Client Solutions | SKIM
Using mobile devices to capture the truth
behind prescribing decisions

2. Data collection is changing
Post-hoc
Ad-hoc
Consult Market Research
Facility
Consult Mobile
App

3. Case Study 1:
In-the-Moment Mobile
3

4. Business problem
Brands perceived as
similar
Unclear what
drives prescribing
decisions
Need to understand
drivers

5. 3 minutes of
closed
questions
2 minute
voice memo
Data collected via mobile app

6. Example 1

7. 50 physicians 65 physicians
Participation
254 262

8. Decline the drug Proactively suggest
treatment
Physician
presents options
Findings
Forms of patient influence on treatment

9. Tweak messaging
to support physician-
patient dialogue
Better
understanding of
physicians
Actions
taken by
client

10. Case Study 2:
Mobile Forecasting

11. Account for complexity simply
Simplify data collection, but account for market complexity
1 2 3 4
15 minute
online survey
Forms via
Direct mail
Use mobile app
in the moment
Audio recording

12. Simple & quick
to complete

13. Actual patients, no generalisation
Collection of focused, relevant information
Individual, unique & representative data

14. 6%
16%
37%
6%
8%
19%
6%
16%
7%
9%
31%8%
12%
100%
6%
15%
5%
80% 34% 5%
16%
60%
5%
7%
3%
15% 3%
40% 4% 10%
4%
3%
3% 17%
5%
20% 5%
8% 18%
7%
0%
EGFR+ EGFR- EGFR+ EGFR-
/untested
Docetaxel mono
Alimta(+/-
cis/carbo)
Other chemo
Tarceva(+/-
cis/carbo)
Iressa(+/-
cis/carbo)
Giotrifmono
Xalkori mono
Clinical Trials
Other
Product A
Product B
ProductD
Core forecast data gathered
Robust forecasting based on high sample of cases
7%
18%
8%
17%
5%
10%
5%
5%
7%
7%
18% 23%
15%
16%
8%
8%
5%
5%
44%
7%
34%
5%
16%
49%
6%
15%
0%
20%
40%
60%
80%
100%
EGFR+ EGFR-
/untested
EGFR+ EGFR-
/untested
Docetaxel mono
Alimta (+/-
cis/carbo)
Other chemo
Tarceva +/-
cis/carbo)
Iressa(+/-
cis/carbo)
Giotrifmono
Xalkori mono
Clinical Trials
Other
Product A
Product B
ProductD
All 4 new
products
launched
Patientshares
Current Market Future Market Future Market
Only A & E
launched

15. Insight in specific patient types
Collection of focused, relevant information
10%
4%
13%
25%
11% 9%
17% 26%
25%
22%
25%
18% 21%
42% 34%
50%
67%
38%
21%
31%
31%
36%
13% 11% 13%
50%
39%
11% 10% 7%
32%
22%
7%
18%
34%
64%
39%
35%
21%
ProductE
ProductD
ProductB
ProductA

16. Qualitative data provides depth
Collection of focused, relevant information
(Very) Good OS/PFS
Good safety profile
Good experience in
Melanoma
No Docetaxel: wide
applicability
It is a single agent
Oral formulation
advantageous
3%60% 17% 33% 3
40% 7% 17% 20%
0% 0% 0%
23%
0% 0% 0% 10%
0% 0% 0% 13%
13% 0% 0% 0%
Product E ProductA Product B Product D

17. Benefits…
Robust data – patient records
without associated problems
Applications in market potential,
segmentation, Tx pathway
Less post-rationalisation,
responses close to point of prescription
Accounts for indications with wide variety of patient types,
or highly individualised treatment (e.g. biomarker-based treatment)

18. Impact on communications
80%
Use
data in
comms

19. Practical considerations
Some
over-recruitment
needed
Incremental
incentives to
maximise
participation
Not necessarily
cheaper than
current methods

20. Robert Dossin
Client Solutions Director Europe
Based in Rotterdam
r.dossin@skimgroup.com
Contact me
skimgroup.com
@SKIMgroup
SKIMgroup
SKIMgroup
20
Mike Mabey
VP Client Solutions Americas
Based in Atlanta
m.mabey@skimgroup.com