DTC Readiness


Launching a product or advertising campaign in the right markets at the right time is one of the keys to a brand’s success. A laser focus on prioritized markets is not only important for new launch brands, but also for established business interested in prioritizing DTC or HCP focused efforts, managed care initiatives as well as general sales planning needs.

To properly prioritize markets, many factors need to be considered, such as:

  • Market Opportunity
  • Density of HCP’s and Patients
  • Affordability (patient)
  • Other market trends (if applicable)
  • Brand Support Costs
  • Other Brand or Category Specific Factors

To make this process manageable, Alpha 1C has developed an interactive model that can be customized to meet the specific needs of a brand.  During  Alpha 1C's custom analytics engagement, all important business drivers are defined and added into the model. The result is a custom model that will help  pharma manufacturers easily prioritize markets based on many key factors. The model greatly simplifies the analysis needed to support annual planning and provides a tool that can be updated monthly and leveraged on a daily basis for many strategic and tactical decisions. In addition, the factors and the weightings in the model can be adjusted, allowing manufacturers to work through multiple “what if” analyses to aid in their planning processes. We use the data provided by the brand group to build a model specific to their business and the model can be completed in as little as three short weeks.  The output is an interactive tool which allows the brand team to quickly understand their biggest opportunities, understand why certain markets are not ready for a DTC effort, and what they can do to get markets ready.