Product Lifecycle Centres of Expertise

Commercial strategy CoE | Launch excellence CoE | Performance optimisation CoE

Commercial strategy centre of expertise

Early in the asset development stage, it’s important to understand the key white spaces and opportunities in the market that the new asset could potentially address.

Is there a need for the new asset? What specific unmet needs would it address? What would be the asset’s commercial potential?

Answering your commercial strategy questions

Market structure & market understanding: Our market research capabilities can illuminate the market structure, categorise potential growth and current treatment practices, identify unmet needs and white spaces, and gauge the opportunity for the new asset.
Patient journey research: Understanding patient journey and patient flow is critical when considering the acquisition or development of a new asset. Our solutions not only identify the key opportunities for the asset and feed into forecasting, they identify unmet needs and size the relevant patient population.
Clinical trial endpoint optimisation & demand assessment: At the late phase II stage of clinical trials, businesses need to understand what the most important characteristics of the new asset are – and which of them need to be part of the clinical trial. We can help answer the key questions:
- Which clinical trials should we concentrate on?
- What endpoints are critical for the success and uptake of the product?
- Given each of the possible target product profile scenarios, what will the overall peak uptake be?
- How much share would the asset lose if one of the key endpoints is not achieved?

Launch excellence centre of expertise

When preparing for launch, healthcare companies need to address some fundamental questions…

How will time and order of entry impact the new product’s uptake and the original forecasts? Who are the key healthcare professional and patient targets? What is the right communication strategy to target these segments? Through which channels and with what messages?

Answering your launch excellence questions

Impact of order of entry and uptake modelling: In most cases there are competitive products in development, with their launch dates also uncertain. Ipsos’ modelling for impact of time, and order of entry, allows us to calculate the impact of different launch scenarios on the uptake of the new product.
Targeting: Prior to launching a new product to the market, it’s important to know which key healthcare professionals are most likely to prescribe the product and which patients will ask for it – and the needs, attitudes, motivations and triggers that could drive these behaviours. We can understand who the key segments are, how to identify them and, in some cases, tag them to behavioural, CRM and media planning databases. Our solution also provides guidance on how to talk to these key groups and through what combination of channels.
Patient Journey: Patient journey and patient flow are two parts of Ipsos’ patient solution that help inform forecasting and planning as well as communication development – by identifying and quantifying each stage in the patients’ treatment, as well understanding patients’ emotional journey, pain points, worries and unmet needs.
Message platform development and optimisation: At launch stage, it is important to produce clear communication for all key stakeholders, particularly healthcare professionals and patients. Based on segmentation, and often patient journey studies, Ipsos works with clients to develop, test and prioritise alternative messages and identify the optimal approach for communicating with key audiences.
Pricing: Pricing is another key decision that must be made prior to launch. Our pricing solutions address all aspects of decision-making around pricing, including payer research.
Channel optimisation and customised targeting: Finally, channel optimisation and customised targeting are increasingly important pre-launch decisions, especially in view of changes in communication approaches accelerated by COVID-19. Our channel solution helps optimise the channel mix, set the right KPIs and tailor the channel mix for targeting key segments.

Recent thought leadership

Performance optimisation centre of expertise

Following the launch of a new product, healthcare companies must monitor product adoption and uptake, and measure the effectiveness of communications and commercialisation initiatives.

Ipsos turns traditional performance trackers, from descriptive reports to agile management tools – by better aligning them with business questions, bringing in multiple data sources and using the data to build predictive performance optimisation models.

Answering your performance optimisation questions

Ipsos Brand Equity (and norms database): Using a psychology-based construct that has been published and validated over the last 10 years, Ipsos measures both recognition of functional benefits and emotional connection with the brand. The resulting brand attitudinal equity measure correlates strongly with market share and the approach also uncovers market barriers to prescribing. Fundamentally, we offer a proven way of measuring brand performance outside of simple market share.
Ipsos Bayesian Nets (IBN): structural driver analysis: What is the optimum way to enhance brand equity? What is the story that needs to be communicated? Which brand attributes make healthcare professionals like the brand the most? This method goes above and beyond stated importance and simple direct associations – by exploring relationships between brand attributes and accurately measuring both the direct and indirect influence of brand attributes on brand equity.
Brand Metal Networks (BMN) & text analytics: Empowered by text analytics, Ipsos increasingly utilises open-ended questions, voice and open speech – all of which optimise our ability to uncover and measure unprompted brand perceptions and the ‘unknowns’ about the brand.
Sales force effectiveness (SFE) & message recall: Sales force effectiveness and message recall often form a key part of performance optimisation tracking studies. Ipsos has conducted over a thousand SFE studies and has an extensive normative database to benchmark performance.
Channel experience and communication equity: Channel experience is another common measure at the performance optimisation stage; Ipsos’ approach evaluates customers’ omni-channel communication experience within a competitive context.
Interactive dashboards: Visualisation brings data – and the stories that lie within it – to life. We use Tableau and other platforms to create interactive dashboards that allow our clients to access any possible data point and data cut at the touch of a button.
Data integration & multi-source data analytics: Our multi-source data analytics and data integration capabilities streamline and enhance our brand performance optimisation programmes.