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Strategy:
a plan of action designed to achieve a particular goal or overall aim noun (plural strategies) Oxford English Dictionary
1. Highly knowledgeable and sophisticated prescriber base. 2. Rapidly advancing base of scientific knowledge.
o Driven by key conferences (e.g. ASCO, CROI, ASN, ACC).
Major Differences
1. 2. 3. 4. 5. 6. Sales force deployment Science and data are the drivers Patient Advocacy Groups Reimbursement hurdles are high Marketing Mix Communication Channels and Media
GP / FP
Solo practice, Limited staff, Wide range of diseases Limited access
Specialist
Group, department practice. Influence on guidelines, reimbursement, education, Research requirement / interest Single disease focus Frequent access Limited clinical time
On c
U ol r
N r eu
CV
OB G
$800
$0
94
95
Irino Pubs
96
97
Topo Pubs
98
99
00
01
Irino Sales
Topo Sales
$600
3. Patient advocacy
Patient groups are often very educated regarding the disease / condition Small, vocal groups that can influence approvals, reimbursement Very involved in the treatment and availability of treatment These groups can affect patient opinion as well.
4. Reimbursement
Hurdles are high due to relatively high price QOL data is essential to success Again, a data driven world Expect provincial variability Expect variability in criteria for reimbursement
Viread is indicated for the treatment of chronic hepatitis B infection in patients 18 years of age and older
BC
AB
ON
biopsy or confirmed diagnosis of cirrhosis
QC
All pts with chronic HBV
(open listing on RAMQ formulary)
Treatment Nave Cirrhotic pts with: HBV DNA >1M copies/ml Patients
Or HBV DNA >10K copies/ml & ALT >3x ULN
All pts with chronic Pts. with HBV DNA >106 IU/ml, any age, >F4 upon HBV
(restricted benefit listing for use by specialist in internal medicine)
Not Listed
Funding Strategy
Reimbursement Guidelines
Medical Strategy
Advisory Boards MSLs Med Info IITs
Stakeholder Strategy
Patient Groups Advocacy
Promotional Strategy
Communications Sales Force Conferences
15%
15%
5% 0% 10% 15% 20% 10% Journal Ads Reprints Ad Boards KOL Development Detail Aids Samples Market Research Journal Ads Reprints Ad Boards KOL Development 25% Detail Aids Samples Market Research
Clinically oriented communications Guidelines, conference coverage, slide decks Sales and Medical delivered Messages Customer forums