You are on page 1of 12

H.

LUNDBECK A/S

Lundbeck Marketing Mix


Optimization

Historical Data Review


Northera

February, 2017
H. LUNDBECK A/S

Impact and ROI will be measured for following channels for


Northera
Northera 2016 Spend Breakdown
Channels Scope
To be updated
Sales Force Detailing
These
Speaker might need to be
Programs
modified; will confirm by
Digital Sales
earlyAid
next week
Journals/Banner Ads

TMS Inside Sales

Paper Sales Aid

Service Center Calls To be updated


Direct Mail
Total Marketing Budget Spend Captured % Spend Captured Spend Captured
(excl. detailing) (excl. detailing) (Excl. detailing) (Incl. detailing)

$11,393,000 $2,971,838 26% $18,621,500


Included in model and
impact will be measured Confirmation Awaited

Draft--Pending Legal Review--For Internal Use Only--Confidential and Proprietary 2


H. LUNDBECK A/S

Data Collection Status- NORTHERA


Financial Promotional Others Rx Data

x Price per Rx Sales force Details (Physician Zip - Terr - District - Region - Weekly TRx (Physician Level)
x Cost per PDE Level) Rep Mapping for sales force from LASH data
x Gross and net sales forecast Speaker data (Physician Level) Physician demographics Weekly patient enrollments
x Key market events Digital Sales Aid Segmentation from LASH data
x Journals/Banner Ads
x TMS Inside Sales
x Paper Sales Aid
x Service Center Calls
x Direct Mail

Received x To be received

Draft--Pending Legal Review--For Internal Use Only--Confidential and Proprietary


H. LUNDBECK A/S

Northera standard TRx has been steadily increasing


over the analysis period, while productivity has remained
relatively stable
Sales Performance SF Detailing Speaker Programs Digital Sales Aid Paper Sales Aid Service Center Calls Direct Mail Journals TMS

Assumptions: # TRx and productivity trend


2,400 2.00
Data is restricted to HCPs/HCNPs 2,100 1.80
Restricted specialties are not
1.60
excluded from the analysis 1,800
Only Standard Rx included 1.40
1,500

Avg. TRx/HCP
1.20
To be updated
TRX

Product price: 1,200 1.00


A blended price per Rx is provided by
forecasting team, to be used to dollarize 900 0.80
the scripts for ROI calculations 0.60
Average 2015 net price/Rx is $5,270 600
0.40
300 0.20
Source:
LASH specialty pharmacy data 0 0.00
ending for 2016

Total_Trx TRx/HCP

Year Unique HCP Total TRx Avg. TRx/HCP


2014 219 581 2.65
2015 1,455 11,787 8.10
2016 2,326 22,069 9.49
*Data is for Sep14-Dec16
Draft--Pending Legal Review--For Internal Use Only--Confidential and Proprietary 4
H. LUNDBECK A/S

To be updated

78.4k PDEs were delivered to 16.6k HCPs in 2015


Sales Performance SF Detailing Speaker Programs Digital Sales Aid Paper Sales Aid Service Center Calls Direct Mail Journals TMS

Assumptions: Monthly PDE volume and frequency


10,000 1.60
PDE activity includes all interaction 9,000
types such as office, lunch and learn, 1.40
8,000
institution etc. 1.20
Only calls made to HCPs/HCNPs are 7,000

Avg. PDE / HCP


PDE Volume
included in the analysis 6,000 1.00
Majority of the Northera details are 5,000 0.80
primary To be updated
4,000
A 3% inflation will be applied on the 0.60
2015 cost/PDE to derive the 2016 cost 3,000
0.40
2,000
Spend: 0.20
To be updated 1,000
0 0.00
Base/Bonus/Benefits for RBD, ASM & AM
T&E and Operations for RBD, ASM, & AM
T&E includes Travel, Lunch &
Learns, All other cap. Costs PDE Volume Avg. PDE / HCP
Figures based on 2015 actual data /
headcount as used for the 2016 Budget
Fleet includes all vehicle pgm. expenses
incl. insurance Year Unique HCPs PDE Avg. PDEs / HCP
2014 6,607 14,290 2.16
2015 16,629 78,380 4.71
Source:
2016 17,156 84,773 4.94
VEEVA call activity data ending Dec16

*Data is for Sep14-Dec16


Draft--Pending Legal Review--For Internal Use Only--Confidential and Proprietary 5
H. LUNDBECK A/S

Office and Lunch & Learn comprise the largest proportion of


PDEs during analysis period
Sales Performance SF Detailing Speaker Programs Digital Sales Aid Paper Sales Aid Service Center Calls Direct Mail Journals TMS

# PDEs per HCP by Interaction Type #HCPs across PDE buckets (2015)
(Sep14-Dec16) (Sep14 Dec16)
160,000 7
60%
140,000 6
49.7%
120,000 50%
5
~78% of the reached HCPs

Avg. PDE / HCP


100,000 have received <=10 PDEs
4 40%
during Sep14-Dec16
PDEs

80,000

% HCPs
134,247 3 27.0%
30%
60,000
2
40,000 20%
12.9%
35,746 1
20,000
10% 5.4%
1,871 1,819 1,268 1,128 570 407 389
0 0 1.3% 2.1% 0.9%
Office Lunch and Other Speaker Convention/ Institution Dinner Advocacy Unknown
0.4% 0.3%
Learn Program Meeting Program Event 0%
PDE Volume Avg. PDE / HCPs 0.5 1 1-10 10-20 20-30 30-40 40-50 50-60 >60

Note:
The summary is restricted to HCPs and HCNPs
All interaction types have been included in the analysis
Lundbeck restricted specialties are not excluded
Data for launch to Dec16 only

Source:
VEEVA call activity data ending Dec16

Draft--Pending Legal Review--For Internal Use Only--Confidential and Proprietary 6


H. LUNDBECK A/S

~529 programs were


To be conducted
updated in 2015, with ~4.5K attendees
Sales Performance SF Detailing Speaker Programs Digital Sales Aid Paper Sales Aid Service Center Calls Direct Mail Journals TMS

Background: Monthly Trend of Programs & HCPs


Northera Speaker Programs provide physicians
education on Northera through their peers 800 90
(trained speakers) 700 80
600 70
Assumptions: 60

# Programs
500
Only attended speaker attendees are included

# HCPs
50
The speaker of the event is excluded 400
40
Lundbeck restricted specialties are not excluded 300
30
To be updated 200 20
Spend:
100 10
Cost includes Speaker Honoraria, Participants
Costs, Vendor Administrative 0 0
201s spend was $1.9M

Source: Frictionless #HCPs # Programs

Speaker program yearly spend


Year # of Programs # of Unique HCPs Avg. HCPs / Program
$1,913,846 $1,886,892
2014 132 1,101 8.3
2015 529 4,463 8.4
$636,382 2016 504 4,397 8.7

2014 2015 2016

*Data is for Oct14-Dec16


Draft--Pending Legal Review--For Internal Use Only--Confidential and Proprietary
H. LUNDBECK A/S

Dinner and Lunch programsTocomprise


be updated the largest proportion of
speaker events in 2015; while most of the attendees came from other
specialties
Sales Performance SF Detailing Speaker Programs Digital Sales Aid Paper Sales Aid Service Center Calls Direct Mail Journals TMS

# Programs by Program Type # HCPs across specialty group

LUNCH PCP, 5%
37%
DINNER
46% NP/PA, 10%
Unknown,
53%
Neuro, Other, 60%
Medical
20% Doctor, 3%
WEBCAST
2% Registered Nurse,
ASK AN
Card, 6% Others, 2% 1%
BREAKFAST EXPERT
5% 10% *Customer type and subtype summary for Other specialty group in appendix

Note:
Only attended and onsite speaker attendees are included
Only closed and completed program types are included
The summary excludes the speaker of the program
Lundbeck restricted specialties are not excluded

Source: Frictionless Speaker data

*Data is for Oct14-Dec16

Draft--Pending Legal Review--For Internal Use Only--Confidential and Proprietary


H. LUNDBECK A/S

Dinner and Lunch programs comprise the largest proportion of


To be updated
speaker events in 2015; while most of the attendees came from other
specialties
Sales Performance SF Detailing Speaker Programs Digital Sales Aid Paper Sales Aid Service Center Calls Direct Mail Journals TMS

# Programs attended by HCPs in 2015 # Programs attended by HCPs in 2016

4,500 4,303 4,500 4,249


4,000 4,000
3,500 Majority of the attendees 3,500 Majority of the attendees
3,000 have participated in 1 speaker 3,000 have participated in 1 speaker

# HCPs
program during 2015 2,500 program during 2016
# HCPs

2,500
2,000 2,000
1,500
1,500
1,000
1,000
500 126 20 1 1
500 142 15 2 1 0
0
1 2 3 4 5 6
1 2 3 4 5
# Programs # Programs

Note:
Only attended and onsite speaker attendees are included
Only closed and completed program types are included
The summary excludes the speaker of the program
Lundbeck restricted specialties are not excluded
*Data is for Oct14-Dec16
Source: Frictionless Speaker data

Draft--Pending Legal Review--For Internal Use Only--Confidential and Proprietary


H. LUNDBECK A/S

~3.6k HCPs wereToexposed


be updated
to the Northera Digital sales aid
program during 2015
Sales Performance SF Detailing Speaker Programs Digital Sales Aid Paper Sales Aid Service Center Calls Direct Mail Journals TMS

Monthly Trend of HCPs


1,200 1.2

Avg. Weighted Digital Calls / HCP


Background:

Weighted DIgital Calls Volume


The program involved reps presenting 1,000 1.0
relevant slides using digital mediums to the
800 0.8
HCPs during regular sales calls or lunch&
learn/speaker programs 600 0.6

Assumptions: 400 0.4


Only HCPs and HCNPs are included
200 0.2
Lundbeck restricted specialties are not
excluded 0 0.0
Digital Sales Aid (DSA) pdes are calculated

Jul-15

Jul-16
Apr-15

Jun-15

Jun-16
May-15

Nov-15

Apr-16
May-16

Nov-16
Jan-15
Feb-15
Mar-15

Aug-15
Sep-15

Dec-15
Jan-16
Feb-16
Mar-16

Aug-16
Sep-16

Dec-16
Oct-15

Oct-16
as 1*primaries + 0.5* secondaries
Weighted Digital Calls Volume Avg. Weighted Digital Calls / HCP
Spend:
Not available
To be
Per Jeff- The DSA and iRepupdated
enabled emails #Digital aid calls across element types
%HCPs across unique element types
dont really have a cost to execute. We Popup Revealed Trackedonallin
have development costs. Those are part of 1% Content dividualpages,
Dudnyk and Intouch expenses. It would 12% astheseareove 25%
rlays 23%
take a considerable amount of digging to KEY MESSAGE 22%
20%
60% 8%
come up with a rollup summary for just Interactive
Interactive
those initiatives Tool ClickTool VideoLink
Event 12% 0%
Source: VEEVA 7%
5%
3%
1%
ChartEnlarge
2%
1 2 3 4 5 6 7

Draft--Pending Legal Review--For Internal Use Only--Confidential and Proprietary


H. LUNDBECK A/S

APPENDIX

11
Draft--Pending Legal Review--For Internal Use Only--Confidential and Proprietary
H. LUNDBECK A/S

Majority of the other specialty group speaker program


attendees are HCNPs with an unknown customer sub type
Sales Performance SF Detailing Speaker Programs Digital Sales Aid Paper Sales Aid Service Center Calls Direct Mail Journals TMS

# Breakup of Others specialty group


by Customer sub type

customer_sub_type_name # HCP %HCP


Doctor of Osteopathy 52 22.8%
Dentist 50 21.9%
Pharmacist 40 17.5%
Veterinarian 28 12.3%
Medical Assistance 22 9.6%
Administrator 10 4.4%
Clinical Pharmacist 7 3.1%
Social Worker 7 3.1%
Optometrist/Optician 4 1.8%
Podiatrist 3 1.3%
Psychologist 3 1.3%
Clinical Nurse Specialist 1 0.4%
Licensed Practice Nurse 1 0.4%
Total 228 100.0%

12
Draft--Pending Legal Review--For Internal Use Only--Confidential and Proprietary