MAY 2010 NEWSLETTER

Welcome to the Life Science Strategy Group (LSSG) complimentary e–newsletter, keeping you up–to–date with the latest life sciences news and consulting insights.

In this issue, we provide highlights from our latest research on 2010 Oncology Biomarker Utilization in Clinical Practice, insight to Optimize Products with Conjoint Analysis and highlights from our latest surveys on 2010 Life Science R&D Spending and Outsourcing Trends.

If there are other specific Life Science topics you´d like LSSG to provide insights on in subsequent e–newsletter editions, please let us know. If you are not interested in receiving our complimentary e–newsletter in the future, please notify us below.

With best wishes,
Life Science Strategy Group

ONCOLOGY BIOMARKER UTILIZATION IN CLINICAL PRACTICE

New Syndicated Report Available

The current study was undertaken by Life Science Strategy Group, LLC (LSSG) to understand the use of biomarkers in oncology clinical practice. With approximately 60 oncologists participating in the research, the report examines current and future biomarker utilization for 12 tumor types, oncologist attitudes towards biomarkers, and barriers for biomarker use.

Oncology Biomarker Utilization in Clinical Practice – 2010

The primary research for this report was fielded in April 2010.  Study participants draw from LSSG´s proprietary oncology panel database including medical oncologists, radiation oncologists, and surgical oncologists.  All study participants were prescreened by LSSG to ensure a high level of involvement in clinical practice.  All data analysis and reporting was performed by LSSG.

This syndicated report is the first installment in a periodic oncology biomarker utilization tracking series.  Subsequent reports will track current trends in test utilization for various tumor types, trends and drivers, and utilization patterns.

To download complimentary sample pages or to purchase the full comprehensive reports, please visit http://www.lifesciencestrategy.com/publications/reports-therapeutics.shtml .

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OPTIMIZE PRODUCTS WITH CONJOINT ANALYSIS

Understanding Customer Preference & Behavior to Better Predict Product Performance and Market Share

Life science marketers, product planners, designers, developers and managers face the daunting challenge of hitting (or at least planning around) a moving target. Forecasting products in development, making critical development design changes and balancing product portfolios are just a few of the key business activities that hinge around a product´s profile and its likely performance in the market. The challenge however, is that often times the final product profile is unknown. For example, key clinical studies that establish the final profile of a new therapeutic may still be underway. So in the absence of this information how can professionals predict product performance in the market and adjust those estimates given changes in the product profile? Enter conjoint analysis…

Conjoint Analysis, also known as trade–off analysis, is a powerful research technique that is used to determine how customers trade off product attributes when making purchasing decisions and to predict likely product performance in a market. For therapeutics, Brand and Product Managers can use conjoint analysis to determine the optimal product attributes (e.g., efficacy, dosing, side effects, pricing, and formulation) to pursue in developing a therapeutic, to understand how customers trade–off those attributes when making purchasing/prescribing decisions and to predict market performance (preference/market share). For medical device, diagnostic and drug discovery products, trade–off analysis is a vital technique used by Marketing Managers to develop robust customer specification documents and for Contract Research Organizations, conjoint analysis provides critical insight into customer purchasing behavior and preference for new or existing service offerings.

Among the various conjoint methods available, Life Science Strategy Group, LLC (LSSG) frequently utilizes Fractional–Factorial Design conjoint analysis which deploys a carefully chosen subset (fraction) of the experimental runs of a full factorial conjoint design. The subset of runs is chosen to elucidate information about the most important attributes of the product studied, while using a fraction of the time/effort of a full factorial design. The benefit of this approach is that is reduces respondent fatigue and allows conjoint analysis to be affordably included in other studies such as opportunity assessments, market analyses, and price sensitivity analysis among others, providing tremendous insight and value.

Pharmaceutical Case Study — Target Product Profile (TPP) Development
A pharmaceutical company wished to determine the optimal combination of efficacy, route of administration (ROA) and dosing frequency for a novel anti–inflammatory therapeutic in development that would address the following objectives:

  1. How important are the product´s attributes to physicians´ prescribing decisions?
  2. What combination of efficacy, ROA and dosing frequency is most compelling to physicians?
  3. How will the new drug perform in comparison to existing drugs and how will preference share of existing drugs change as a result of the launch of the new drug?

A fractional factorial design was incorporated into the broader opportunity assessment so the optimal TPP and market preference share could be determined.

As a further value to its client, LSSG brought unique analytical expertise and methodologies to its analysis. A common challenge associated with conjoint analysis is respondent preference share–market share over–estimation. LSSG adjusted physician preference to market share using a combination of drug audit data, conjoint analysis and modeling assumptions. In this example, physician–derived preference share was translated into market share based upon real-world drug audit data from competing/benchmark products.

LSSG Therapeutic Preference Share-Market Share Correction Methodology

Ultimately, Life Science Strategy Group´s approach offered a multifaceted solution to its client. The assessment provided a clear understanding of which product attributes truly drive physician prescribing behavior, it established the optimal TPP for the therapeutic and it predicted the market share the product could garner in the market. Additionally, the solution provided the client with insight as to how changes in the TPP would impact the potential market share for the product, helped steer clinical trial design for the product and established a minimum TPP that would be required for a viable future product.

To request a detailed case study or to learn more about LSSG´s conjoint analysis techniques and service offerings, please contact Life Science Strategy Group at 1–800–941–6373 or email info@lifesciencestrategy.com.

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R&D TRENDS & CRO UTILIZATION OUTLOOK

New Preclinical & Clinical R&D Syndicated Reports

The current two studies were undertaken by Life Science Strategy Group, LLC (LSSG) to provide greater insight into the dynamics of biopharmaceutical R&D spending and the Contract Research Organization (CRO) services market. These syndicated reports are part of an ongoing series that evaluates biopharmaceutical sponsor trends, drivers and preferences for outsourced preclinical and clinical development services.

The primary research for this report was fielded in March and April 2010.  Study participants draw from LSSG´s proprietary preclinical and clinical development market research panel database and represent more than half of the Top–25, global pharmaceutical/biopharmaceutical companies, among many other leading mid–tier and emerging industry players.  Respondent position titles include Director/Senior Director through Vice President of R&D, Clinical Operations/Development, Principal Scientist, in groups including Preclinical and Clinical Development, Contracting and Outsourcing, among others.  All study participants were prescreened by LSSG to ensure a high level of involvement and/or key decision–making authority R&D budgeting and Preclinical and Clinical study outsourcing to CROs.  All data analysis and reporting was performed by LSSG.

Study respondents were asked to provide insight about historical and anticipated preclinical and clinical development R&D budgeting and program trends, outsourced study RFP volume, pricing and various characteristics, off–shoring trends and other areas based on their primary area of responsibility. You can learn about these and more key findings in:

Preclinical R&D Trends and CRO Utilization Outlook – 2010

Clinical R&D Trends and CRO Utilization Outlook – 2010

To download complimentary sample pages or to purchase the full comprehensive reports, please visit http://www.lifesciencestrategy.com/publications/reports–cro–industry.shtml.

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If you are not interested in receiving our complimentary e–newsletter in the future, please email Ken Smith at info@lifesciencestrategy.com.

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