Anonymous patient-level diagnostic testing data for enhanced market insights to physician behavior

1. Use of De-Identified HIPAA-Compliant Clinical Laboratory Data
for Targeted Marketplace Analysis
MSA: World Leader in Marketing Analytics

2. MSA RxDx Consulting and Data Services
Through quantitative and qualitative market assessment and planning,
MSA helps clients build solid foundations for commercial success with
two levels of services:
1. Data: Access to HIPAA-compliant laboratory data tailored for your use
2. Market Analysis: Market Analysis and Customer Segmentation,
Customer Value Proposition, Competitive Position Assessment, Product
Positioning, and Marketing Planning with a quantitative point of view that
offers results that impact strategic plans and sales activities.
For IVD or BioPharma organizations, the MSA team has access to unique
datasets in the clinical laboratory environment where use of a diagnostic assay
may point to the use of your brand in the marketplace.
© 2014 Management Science Associates, Inc.
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3. Not your father’s laboratory…
Source: http://www.burrillreport.com
© 2014 Management Science Associates, Inc.
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4. MSA RxDx Lab Orders and Results: US Reach
Source: G2 Reports
© 2014 Management Science Associates, Inc.
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5. Volume of all testing – Lab Types
Source: G2 Reports
© 2014 Management Science Associates, Inc.
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6. Marketplace Data: Rx or Dx Data?
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MSA has direct access to data generated by clinicians
ordering specific lab tests and the results of those tests.
Prescription (Rx) based data
identifies clinicians prescribing
Laboratory (Dx) based data identifies
clinicians ordering diagnostic assays
A blend of both data sets can provide new insights into your marketplace
to better target product development and marketing activities.
© 2014 Management Science Associates, Inc.
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7. Prescription Based Data
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Prescription (Rx) data may represent a surrogate market for
disease treatment/diagnosis but may not represent the ideal
market segment in which your brand is prescribed.
Prescription based data identifies clinicians
prescribing your brand (and competition)
© 2014 Management Science Associates, Inc.
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8. Diagnostic Assay Based Data
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Diagnostic (Dx) assay data represent specific markets that
utilize laboratory diagnostics to screen, diagnose, monitor
and treat the market segment.
Laboratory based data can help you
understand the ordering patterns and results
for the assay specific to your brand
© 2014 Management Science Associates, Inc.
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9. Dx Data
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In certain situations, a potential customer for your brand
may not be prescribing your brand (or the competitor) yet
is utilizing laboratory assays to screen, diagnose, monitor
and treat patients with the disease where your brand
may be used.
© 2014 Management Science Associates, Inc.
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10. RxDx Marketplace Data
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In many market situations, the ideal customer for your brand
is prescribing and utilizing laboratory assays to screen,
diagnose, monitor and treat patients. Dx data can help
prioritize and optimize marketing efforts.
© 2014 Management Science Associates, Inc.
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11. MSA RxDx Lab Orders and Results: US Reach
Through our Clinical Laboratory Partners, MSA has access to HIPAA
compliant lab ordering and results data to optimize marketing efforts.
© 2014 Management Science Associates, Inc.
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12. How do I start using Laboratory Data?
Are there one or more lab assays
used to: diagnose, assess risk,
guide preventative care,
select or exclude patients for therapy,
optimize drug selection or
monitor patients throughout the
disease process?
Brand Teams and Sales Management
can now have additional insights into
the patient population and how
clinicians approach the patient.
Does your brand team know how
clinicians use these assays, and the
epidemiology of the results?
Select the assay that is ordered for the
medical condition for which your brand is
indicated.
Through our partners MSA will acquire
the HIPAA compliant laboratory data that
is specific to your brands’ disease.
MSA will aggregate and can integrate with
other data sets available.
The reports, interpretations,
analysis and results enable brand
teams to optimize promotional
efforts.
Predictive
Models
& Reports
MSA analyzes, creates models
and produces reports that are
specific to the brand and
marketplace requirements.
© 2014 Management Science Associates, Inc.
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13. Analysis, Models and Reports, with Lab Data
Predictive
Models
& Reports
(MONTHLY)
Pharmaceutical
Company
Targeted Marketing
Lab Data
© 2014 Management Science Associates, Inc.
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14. About MSA
MSA provides business solutions which integrate
information, technology, analytics, and strategic thinking
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Leader in analytical software and information-based systems, with
over 850 employees worldwide
Over 50 years of continuous growth through R&D and innovations
Global presence
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Pittsburgh (headquarters)
New York
Atlanta
High Point, NC
China
Malaysia
UK
© 2014 Management Science Associates, Inc.
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15. Examples of MSA’s RxDx Experience
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Consumer test and control longitudinal behavioral analysis
Consumer band choice process for OTC product
Physician loyalty grouping and tracking
Brand share forecasting for new Rx product (using physician trial
and repeat prescription rates)
Launch analysis for pharmacogenomic Dx assays
Brand clustering and segmentation of Rx category
ROI evaluation of DTC advertising for Rx products
Marketing mix and ROI analysis for OTC products
Pharmaceutical Research & Manufacturers Association study on Rx
drug marketing
Ordering pattern analysis (targeting) for cardiovascular Dx
© 2014 Management Science Associates, Inc.
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16. Next Steps
Contact us today for a personalized assessment and
learn how MSA can help you meet your business goals.
Al Rajeckas, PhD
(949) 370-4300
al.rajeckas@biorxdx.com
Providing business solutions with integrated
information technology, analytics and strategic thinking
© 2014 Management Science Associates, Inc.
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