Services
Deconstruction Analysis
Not in the literary sense, although literary deconstruction* is an interesting exercise. Deconstruction analysis in the context of Medical/Marketing Strategy is focused on data collection and interpretation. In fact, deconstruction and the associated analysis is what comes in between data collection and interpretation. Consequently, it is often overlooked and under-appreciated. Data is not an endpoint, in fact it is a process, and deconstruction analysis plays a very important role in obtaining the most valuable information from the process. Analysis is crucial to realizing the value of our research, since good analysis can salvage something from bad research, but the opposite is not always true.
Through scientific deconstruction analysis, we break down observations into component pieces. Once deconstructed it is possible to manipulate, re-sort, rearrange and otherwise move research data, without fundamentally changing it. In order to do this it is critical to identify any dependent and independent components of the analysis. Once this information is in hand, it is then possible to not only establish appropriate insights from the research but also to formulate new hypotheses to structure additional analyses and new research moving forward.
*For the incessantly curious, following is a link to a discussion of literary deconstruction:
Medical/Marketing Strategy
Our objective in creating Medical/Marketing strategies is to. ensure that we use both hemispheres of our brain in order to develop valid, credible proof sources that have the required creativity to be "sticky." Whether communications are being developed for Medical Affairs or Marketing, it is important to tailor the approach to the specific need. There is no one-size fits all approach if you want to stand out, particularly if you are in a crowded market where share-of-voice is critical. ODIN's Strategic Solutions is constantly exploring ways to address our clients' needs to define novel and differentiating approaches that can be owned by their brand(s).
Lexicon Development
"The difference between the right word and the almost right word is the difference between lightning and a lightning bug." - Mark Twain
Knowing exactly what to say to convey a message or a concept is critical to ensuring that people will understand and take away exactly what you intended. ODIN's Strategic Solutions can help you develop an optimized lexicon, as well as analyze the effectiveness of any lexicon already in place.
The lexicon is critical to any communications initiative. It is important to ensure that terminology is used consistently across all groups, internal to our client partners and with any external partners. We have a very specific process for creating an effective lexicon that works with scientific communications, as well as advertising and PR. This process is based on OSS' extensive experience in these various areas. OSS is committed to communicating the most appropriate information with the most appropriate wording. In healthcare communications, the lexicon should classify words and statements into three groups: 1) always use, 2) use in context and 3) never use. We are very sensitive to these categories and work closely with our client partners, as well as any external agencies to ensure that we are all on the same page.
Content Development
OSS recognizes that your communications platform is the foundation for your proof sources, the market's perception of your. company and product(s), and the tools to build awareness. We understand that content development must be tailored for the intended audience, the specific channel and the intended. use i.e., marketing versus medical). We have extensive experience in developing content for the following:
- Advisory board meetings (Marketing and Medical)
- Congress panels and booth materials
- CSRs
- Dossiers and compendia
- Market research
- Newsletters
- Posters
- Publication planning and implementation
- Sales training
- Slide decks (Marketing and Medical)
- Speaker's training
- Surveys
- War gaming exercises
- Websites
- and much more...
In addition, OSS has substantial experience in developing targeted communications tools, such as interactive training programs, market evolution platforms aimed at shifting the manner in which best practice healthcare is viewed, posters that include augmented reality, apps that support disease management and increase compliance and physician-patient interaction and tools to deal with presentation preferences that adhere to legal and regulatory guidelines, to name a few. Everything developed is tailored to the specific need, the specific audience and, importantly, the chronology for implementation that is dictated by your internal needs and the forecast for any changes in the market.
Brand Planning
With ODIN's Strategic Solutions acting as an extension of your brand team, you will see your plan from a unique, unbiased perspective. We can integrate with your multi-functional team (internal and external) to help ensure that all of the pieces are working together to optimize synergies within your plan. We like to say that we can hold a mirror up to the process and, with fresh and practiced eyes, add strategic value by seeing new and unique opportunities.
OSS has a proven strategic process for initiating ideas that can both identify growth opportunities and shape your brand. OSS will work meticulously through the brand planning process; define market segments; analyze external and internal forces and competitive dynamics – all the while taking into account the drivers that influence the brand situation and market fluctuations.
We will also take a deep dive into the brand vision, situation analysis, strategic and tactical plans and forecasting to create a plan that aligns with the life cycle management plans for both product and franchise as well as current and future market dynamics.
Still, process alone doesn't get you there. So where we often make the biggest difference is in helping the broader team become pragmatic visionaries, creative thinkers – capable of zagging, while conventional wisdom would suggest zigging. And, most importantly, enabling you to confidently take big leaps when opportunities arise.
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Lifecycle Management
We understand the nuances between product lifecycle planning and portfolio integration/ planning. When done effectively, product lifecycle planning assists with clinical prioritization and increases the speed at which a product can reach maximum value. Portfolio integration/ planning, on the other hand, can help companies understand how the products in their portfolio interrelate and support the franchise, as well as the corporation.
OSS provides a fresh approach to life cycle planning, one in which our process focuses on optimizing product value throughout the life cycle and within the context of the brand’s competitive set. Our life cycle planning includes a competitive market assessment, clinical development strategies (Phase I to IV), product profiling and claims development.
With pharmaceutical companies increasing their portfolio diversification, we find that clients are looking for help in balancing and benchmarking the risk and return value of diversification and resource allocation, as well as with planning and prioritizing projects to create a more cohesive portfolio. We dissect the various dimensions of the life-cycle management strategy to ensure that each dimension is targeted with the appropriate recommendations to maximize strategic effectiveness and ROI.
Thought Leader Identification and Engagement
A key component of targeted marketing and communications initiatives is the development and evolution of marketplace thought leaders as management mentors and product advocates. Clearly defining the differences between thought leaders, advocates, and management mentors is an important first step toward understanding the market dynamics that will affect the penetration and acceptance of communications regarding your product data and positioning.
The process of identifying and developing a core group of individuals to support your product in the marketplace is one of the most important activities that you will undertake for your brand. These individuals are the voice of your brand and you rely on them to effectively discuss your data and how they relate to the broader marketplace.
OSS believes that thought leader identification should involve a multifaceted process that takes into account expertise, perception, and relationships. In order to define your most effective “brand voice,” it is important to know not only who has the experience and expertise in the marketplace to speak credibly on your data but also how they relate to the overall marketplace in terms of being able to efficiently deliver your communications programs.
Stakeholder Identification and Market Segmentation
Understanding your target market and those who influence market behavior is critical to implementing effective strategies. Market potential and effective strategic planning require that there is an alignment of value proposition and perceived need. We can work with you to define the questions that need to be asked and conduct analyses that will define the segments of your target market to optimize headquarters and field-based activities, resulting in optimized market penetration.
Our process combines stakeholder profiles and influence mapping with behavioral segmentation analysis to determine how treatment decisions will impact product usage. We are able to segment the important stakeholders in the target market, define what their exact roles and levels of influence are, and see how they are interrelated. We then analyze this information to determine what market segments can drive product utilization and what stakeholder behaviors are most influential.
The stakeholder analysis is used to determine effective strategies for delivery of consistent messages across the varying segments. It is the key to meeting stakeholder needs, allowing clients to reach their communications plan goals.
Market Landscape Analysis and Intelligence Gathering
"The most important thing in communication is hearing what isn't said." - Peter Drucker
In order to compete in any market, you need to know the market - not just on the surface but what really makes it tick. Our team uses a variety of methodologies to collect, analyze and communicate actionable intelligence about our client’s competitors’ objectives, strategies, assumptions, and capabilities without internal bias. This is not simply a Google search, but a comprehensive series of steps and processes that help to reveal what competitors could potentially accomplish, what they currently seem to believe, and where they may be going in the future. It allows teams to avoid “train wrecks” and helps them institute adaptive scenarios in real time.
We evaluate the information gathered to look at the road ahead, anticipating competitive and potential responses of regulatory authorities to outcomes of new initiatives and identifying policies for changing standards of care.Depending on needs, our team performs market analysis and competitive intelligence gathering for all stages of development across the business value chain. This includes research (disease analysis, platforms, technologies), licensing (potential products, company reviews), development (clinical endpoints, potential claims, time to market, clinical issues), manufacturing (cost analysis, capacity), marketing (phase III & IV, market dynamics) and lifecycle management (new formulations, product line extensions, regulatory issues, generic launches).
Hypothesis Testing and Scenario Planning
ODIN’s Strategic Solutions has extensive experience answering the question “What if?” Whether clinical or commercial in nature, we can help you to define the probability of a given outcome or market shift based on current and projected future situations. Our approach goes beyond assuming probability based on past market performance and incorporates market testing, probability and impact analysis, as well as stratification of the results. OSS works with clients to develop various market scenarios that anticipate variability and environmental dynamics. By engaging in these exercises, clients have a more realistic anticipation of risk, can measure impact, quantify trade-offs, and allow for more effective future preparation and a competitive advantage.
Value Proposition Development
Establishing the value proposition for a product, program, portfolio or an entire organization is critical, as this proposition will occupy the sought after white space in your customers’ minds. OSS can help you understand the value from your target market’s perspective, as well as exactly how what you have to offer aligns with target-market-defined value. We then assist you in identifying the most effective value proposition and creating marketing solutions to capitalize on that proposition.
We recognize that pharmaceutical marketing teams must aggressively promote product value creation to an ever-growing range of stakeholders. We develop these engagements by using an integrated multi-stakeholder, multi-channel approach and by placing value delivery at the center of the marketing equation. In addition, we refocus efforts on value creation within the disease state and recognize the importance of targeting key value creation opportunities all along the patient’s journey with the disease.
Key to the process is developing value creation early in the product development cycle. Our team analyzes the value proposition lifespan to understand where value is being lost, where new value can be created, and how that value can be best captured. This understanding serves as a practical tool for helping to build alignment with payers, satisfying their demands with real world outcomes.
Most importantly, we recognize that the brand value proposition is the very essence of the brand. It generates belief in the brand and improves patient outcomes. Using our team’s unique approach, we work with our clients to develop and cultivate the core value proposition and associated value messages that resonate with the various stakeholders, leading to increased market access and driving product uptake throughout the product’s life cycle.
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Access and Reimbursement Strategies
ODIN’s Strategic Solutions provides clients with the comprehensive research and strategy development to address payor, government, and health technology assessment (HTA) agency requirements for payor coverage and reimbursement. This strategy is used to demonstrate a client’s product value to all stakeholders in order to maximize marketplace opportunities. We also identify and develop key strategies, tactics, and research plans that optimize the approach to access and reimbursement.
We identify research opportunities for clinical and outcomes studies that can be incorporated into Phase II study designs. By characterizing key market gaps and recognizing unmet needs, we provide insights for refining and delivering a compelling value story. In this process, we review and assess clinical, economic, health, and patient-reported outcomes literature. We develop payor segmentation blueprints for clients in different lifecycle stages, e.g. three to six months prior to launch, preparing for a new indication, facing a new competitor product introduction or the need for a stimulus to recharge an established product.
OSS understands that there is a need for additional marketing efforts to target payor collaboration, health economic marketing, key account management, and patient compliance programs. We assist clients with innovative strategies such as linking clinical-outcomes-based contracting with treatment success, formulating new pricing structures, and understanding paradigm shifts as a result of working with non-traditional stakeholders.
Additional Services
Outcomes Modeling
Registry Development, Implementation and Data Analysis
Registry Development, Implementation and Data Analysis
ODIN's Strategic Solutions has a great deal of experience in developing outcomes models that support clinical development plans. Critical to this process is leveraging the most appropriate literature. Optimally, the model is based on a single resource but in the absence of that we have built models that are supported by the breadth of the literature and incorporated NCQA guidelines into the analysis. We take an approach that is based both on indications and demographics. Our models typically include an educational section, a section for the collection of data from the organizations being engaged by our client-partner, and then a section that addresses the analysis of the organization’s data, based on the available published information, which may (as appropriate) include HEDIS/NCQA data. Critically we focus on creating a model that includes an outcomes calculator that informs best practice.
Registry Development, Implementation and Data Analysis
Registry Development, Implementation and Data Analysis
Registry Development, Implementation and Data Analysis
ODIN's Strategic Solutions has constructed, implemented and/or analyzed numerous registries, including shepherding the registry protocol through WIRB approval or exemption. Our data collector is based on a HIPAA-compliant platform, which allows for both the collection of data online (using a secure portal) and through hard copy submissions, which are then scanned into the database. Our process:
- Establish the primary objective of the Registry – what question are we looking to answer?
- Define any directionality based on responses
- Work with our client partner to establish the submission package for IRB/WIRB approval
- Monitor responses and establish an opt-in / opt-out protocol
- Curate and clean any data that is manually entered versus any multiple-choice questions
- Develop a composite database that can be evaluated for biostatistical analysis
- Provide analytical outcomes and make recommendations on the communications strategy for findings
Retained Consultancy
Sourcing and Agency Collaboration
Sourcing and Agency Collaboration
OSS can become an ongoing extension of your team. Whether the need is for Medical Affairs or Marketing, short-, medium or long-term, sporadic or consistent, OSS can structure a relationship with you to meet your specific needs.
Sourcing and Agency Collaboration
Sourcing and Agency Collaboration
Sourcing and Agency Collaboration
The sourcing of external consultants and agencies is a time consuming yet critical task. OSS realizes that getting it right needs to be a priority and the process needs to be simple, yet thorough and highly effective. OSS is here to help you with that process and ensure that it is exactly that. We do this by taking the mechanics off of your plate and leaving you with the evaluation of potential partners. We can help you structure the search, engagement for RFP or capabilities evaluation and ultimately selection of agency partners.
In addition, OSS recognizes that the best outcomes for any initiative are achieved by efficient agency collaboration. Although it may be attractive to simplify external resource engagement by going to a "full service" agency, sometimes that is not in your best interest. It may also seem counter intuitive for a smaller Pharmaceutical or Biotechnology company to engage multiple agencies instead of finding one that can consolidate all needs into one point of engagement but this is not always the case. By leveraging the unique. strengths of multiple agencies it is possible to assemble the absolutely best team possible. However, to achieve this. it is critical to find the agencies with the right skill sets and team members, as well as the right attitude.
OSS is not only one of those agencies but can also work with you to identify other like-minded groups and/or individuals. The ultimate goal is your product's, your company's and your personal success. OSS can be part of your extended team to achieve exactly that.