Research with Impact

• Overview
• Promotional Effectiveness Measurement
• Consulting Analytics
• DetailImpact^™
• MessageImpact^™
• TabletImpact^™
• LaunchAdvantage^™
• MessageAdvantage^™
• TargetAdvantage^™
• AlphaDetail Custom Research

LaunchAdvantage

Our innovative analytical tool will effectively position and accurately forecast the adoption of new drugs and new indications as they launch into the marketplace.

Optimally Launch New Products, Defend Against Competitive Launches and Manage Your Pipeline

Successfully bringing new drugs to market requires precise information and a host of critical decisions from phase 1 through launch. Similarly, protecting brand share in the face of new entrants and generic alternatives require a well-planned defensive strategy. In both scenarios accurately forecasting sales potential, developing the best product positioning, and allocating resources accordingly are musts for any marketing team. The livelihood of many people and the financial health of the company are at stake. You only have one chance to get it right. That is why we created LaunchAdvantage^™.

Validated approach built from nearly 100 recent branded and generic product launches

At the core of LaunchAdvantage^™ is our validated predictive model. We have surveyed physicians about their pre-launch attitudes concerning a range of influential factors on nearly 100 new and generic drug launches. We then mapped their stated attitudes and perceptions against their actual post-launch prescribing - at the physician level - to develop a highly accurate predictive model. The result is a unique "correction factor" for every physician for every potential market scenario.

The resulting LaunchAdvantage^™ portfolio of services can help you properly with:

• Launch of new drug and new indications
• Launch of competitive drugs
• Licensing and co-promotion opportunities
• Assessing pipeline drug potential
• Identifying optimal clinical endpoints

Forecasting Benefits and Capabilities

• Increase new drug forecast accuracy (the model was built to reflect today's healthcare market)
• Increase precision of alternative scenario forecasts, e.g. different clinical endpoints and profiles, formulary status, new competitors, new generics, etc.
• Increase clarity around the source of business: physician segment, patient type, indication, competitive brand
• Understanding of market growth potential

Positioning and Messaging Benefits

• Ensures best product positioning by identifying product attributes that will maximize actual prescribing (not a physician respondent's "stated share")
• Provides clear insight into perceived strengths and weaknesses of the product as well as unmet needs in the market

Promotional Decision-Making Benefits

• Informs resource allocation, sales force size, DTC
• Provides insight into competitor strategies and tactics

Modeling "aware" physicians sheds light on how doctors are already positioning the drug in their minds, informing crucial pre-launch and post-launch decisions

LaunchAdvantage^™ Chart #1

New Launch Forecast Accuracy
(Stated Share vs. LaunchAdvantage^™)

Note: Share data is Q2 post-launch

Key:	PSY = Psychiatry	OTO = Otolaryngology	URO = Urology
	PUD = Pulmonology	PCP = Primary Care	ID = Infectious Disease
	CD = Cardiology	RHU = Rheumatology

LaunchAdvantage^™ Chart #2

Optimal Messaging and Positioning that Maximizes Actual Share
(Traditional vs. LaunchAdvantage^™ - HIV Drug Launch Example)

"Treats Low CD4" is only the 6th most important attribute, but traditional methods mistakenly report that it is the most important for this drug. LaunchAdvantage^™ uses its predictive model to uncover the product attributes that will maximize actual prescribing, not stated share.

Download LaunchAdvantage^™