Resonance - Disguised Pharma example 11-10

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©2010 Resonance Insights©2010 Resonance Insights

CONFIDENTIAL and NOT FOR DISTRIBUTIONCONFIDENTIAL and NOT FOR DISTRIBUTION

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





2©2010 Resonance Insights©2010 Resonance Insights


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





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


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”





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!





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





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


“ “ 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 … ”





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






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


“ “ 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

…”…”




CONFIDENTIAL and NOT FOR DISTRIBUTIONCONFIDENTIAL and NOT FOR DISTRIBUTION©2008 Resonance Insights©2008 Resonance Insights

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

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




CONFIDENTIAL and NOT FOR DISTRIBUTIONCONFIDENTIAL and NOT FOR DISTRIBUTION©2008 Resonance Insights©2008 Resonance Insights

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





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

CONFIDENTIAL & FOR USE ONLY WITHIN JnJCONFIDENTIAL & FOR USE ONLY WITHIN JnJ





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






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

•







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


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







The Key TakeawayThe Key Takeaway

FindFindPassionPassion,,Find Profit.Find Profit.




CONFIDENTIAL d NOT FOR DISTRIBUTIONCONFIDENTIAL and NOT FOR DISTRIBUTION

Find Passion. Find Profit.Find Passion. Find Profit.

Resonance - Disguised Pharma example 11-10

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