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Case Studies in Predictive Modeling

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Multi-Cultural Opportunities

A Case Study for Discovering Opportunities in Multi-Cultural Markets

Situation:

A major biologic and pharma company was considering investing in multi-cultural marketing, but didn’t know which combination of therapeutic categories & ethnic groups represented the biggest opportunities. The company had a lot of internal data, but did not have an easy way to aggregate the information and compare/contrast potential opportunities.

Our Solution:
  • Our team worked closely with the company’s interactive marketing department to understand the company’s needs
  • We utilized their existing internal data such as patient population, disease prevalence, patient lifetime value, sales data, and much more to build a “Multi-Cultural Model” which looked at all of the company’s 20+ categories and more than 30 brands across the Black, Hispanic and Asian populations across the US
  • The model was delivered utilizing an easy to use interactive graphical interface which was embedded into PowerPoint for ease of use
  • The model was built so that it would receive a major “refresh” once per year but we included functionality which allowed each of the brand teams to update the model as frequently as needed with current brand and market information

Result:

  • The model greatly simplified the process of analyzing the available data and delineated the opportunity for each brand to engage with the Black, Hispanic, and Asian populations. The model clearly showed the company whether multi-cultural marketing was something they should consider, and if so, where they should begin.
  • The model was utilized both at the HQ level and at the brand level to identify the overall prevalence, opportunity, # of patients and top opportunities for multi-cultural advertising spend by category and brand.  The model provided key inputs into the company’s overall marketing and strategic planning process

Timing:

  • The Alpha 1C team built and delivered the model in less than two months
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Geo Targeting

A Case Study for Pinpointing Advertising Spend and Effectively Deploying the Detailing Sales Force

Situation:

A pharma company was waiting for FDA approval and preparing to launch a new brand.  The Alpha 1C team was initially hired to help the company identify the markets most likely to produce a positive outcome for their advertising and marketing plan.  One key piece of information that needed to be considered was that the drug needed to be stored in temperatures over 50 degrees.

Our Solution:
  • Working closely with the brand team, Alpha 1C combed through all their existing data which included: managed care, patient affordability, location of medical centers, media cost, generic usage, patient density, market size, disease prevalence, sales data, and market by market temperature data
  • Our team recommended a new strategic “Geo-Targeting” model which enabled the brand to determine focus markets for advertising and marketing support.  The model incorporated all the available data, including market temperature
  • The framework of the model allowed the company to adjust the inputs to the model on the fly to respond to rapidly changing market conditions.  Alpha 1C updated the model on a quarterly basis as new data became available

Result:

  • The model was delivered utilizing an easy to use interactive graphical interface and was leveraged by the majority of their company as a marketing and advertising planning and budgeting tool.
  • The brand team used the model to work with their agencies to plan their marketing and advertising campaigns by market by quarter.  This allowed them to properly budget based on the specific media costs in each market
  • The model quickly became a vital part of the brand’s strategic planning process and it was also determined that the model could assist in the development of a deployment plan for their soon to be hired sales force

Timing:

  • The Alpha 1C team built and delivered the model in less than two months.
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DTC Readiness

A Case Study for Producing a More Effective Advertising Spend

Situation:

A fast growing pharma company was launching a new brand and was beginning their DTC advertising campaign by market in the USA.  Alpha 1C was initially hired to measure the effectiveness of their advertising efforts.

Our Solution:
  • After determining that their current advertising plan was delivering very poor results, we recommended a more strategic approach to selecting which markets were actually ready to receive DTC advertising
  • Working closely with the brand team, Alpha 1C combed through all their existing market level data which included; managed care, patient affordability, HH income, media cost, generic usage, patient density, market size, disease prevalence, sales data, HCP training data and more
  • Given the magnitude of available data to be analyzed, we recommended building a predictive model to help determine “DTC Readiness”.   This model predicted which media markets would be most likely to produce the best ROI results for the brand
  • The framework of the model allowed the company to update the inputs to the model on the fly to adjust for rapidly changing market conditions
  • The model was delivered utilizing an easy to use interactive graphical interface and was updated every month when new sales data was available

Result:

  • The model was broadly used as a strategic planning and budgeting tool throughout the organization, from the CEO down to the more junior personnel
  • The model predicted which markets would be ready for DTC advertising by quarter into the future
  • The brand team relied on the model to help plan their marketing and advertising campaigns by market by quarter.  This allowed them to properly budget based on the specific media costs in each market
  • Usage of the model became ubiquitous and a “best practice” for the company and drove a 40% increase in market level results vs. their previous approach
  • Based on the success of the DTC readiness model, the brand team asked for a “companion sales tool” which could be used by the sales team to find their most impactful HCP’s

Timing:

  • The Alpha 1C team built and delivered the model in less than two months and then updated the model on a monthly basis thereafter
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DTC/DTP Reporting and Optimization

A Case Study for Direct to Consumer and Physician Reporting and Optimization

Situation:

A leading pharma company was launching a new brand and planning a large, geo-targeted direct to patient (DTP) effort to include display media, WebMD, search, print, and an RM program.  No reporting / dashboard or ROI methodology existed to help evaluate performance and seamlessly report results to management.  They were utilizing several agencies to do the work.

Our Solution:

To address this situation, Alpha 1C:

  • Worked with the brand group to create key performance metrics & design reports
  • Produced and designed an executive dashboard to communicate DTC performance to management
  • Provided a weekly optimization POV for digital media and search plan based on performance scores and benchmarks
  • Worked with their agency of record and the database vendor to eliminate reporting redundancy and unnecessary costs to client
  • Developed the ROI methodology to evaluate DTC spend

Result:

  • Key data was sent from their agency directly to us on a weekly basis. We then took the raw data and transformed it into actionable reports and information which senior management could track, and more importantly act on!
  • Alpha 1C worked with the company’s senior management and brand team to produce standard KPI’s and visually appealing & interactive dashboards which provided a clear overview of the results and how they supported the direct to patient (DTP) plan
  • The reporting and analytical approach we developed and implemented throughout the organization facilitated decision making based on data and results and drove more effective, efficient and optimized marketing spend

Timing:

  • The Alpha 1C team developed the reporting and dashboard approach within 1 month and continued to work with the company on strategic initiatives for over a year beyond that.