expect great answers

Improving Claims ImpactUsing Decision Influence Modeling

SKIM Healthcare | April 16th, 2013

Debora Corfield Eelke Roos

2

The physician-patient relationship has changed

Patients more and more involved in decisions about treatment

Why?

The result?

The challenge for brand teams?

3

Contraception

Smoking cessation

Chronic pain

Asthma

Diabetes

4

A fictitious business case: A painkiller

What is the optimal communication strategy?

Objective: measure preference and differentiation for each message; forecast impact on share and revenue

• 4 new positioning statements• Existing product • Strong competition• Reimbursement variations across countries• Significant patient involvement

5

Patients differ from each other

Mrs. A

Mr. Z

Ms. J

Sure, doctor, thank you!

Not if I have to pay for it myself!

I read something else on Wikipedia!

6

Physicians differ too

Dr. Medcalf Dr. HutchinsonDr. Alban

Because I say so!

How does it make you feel?

The data speaks for itself…

7

What happens if they meet in the doctor’s office?

Mrs. A

Mr. Z

Ms. J

Dr. Medcalf Dr. HutchinsonDr. Alban

? ? ?

? ? ?

? ? ?

8

I read something else on Wikipedia!

How does it make you feel?

Message 1 Message 2 Message 3 Message 4

23%

35%

13%

50%51%45% 41%

33%

Share of choice of painkiller (%)

Patients Doctors

9

I read something else on Wikipedia!

How does it make you feel?

Message 1 Message 2 Message 3 Message 4

23%

35%

13%

50%51%45%

41%

33%34%40%

29%42%

Share of choice of painkiller (%)

Patients Doctors Adjusted

10

Complex dynamics!

Mrs. A

Mr. Z

Ms. J

Dr. Medcalf Dr. HutchinsonDr. Alban

11

How we did it

Painkiller X (as

described)

Herbal & alternative remedies

OTC Painkillers

Existing Rx Painkiller Y

Painkiller X (as described)

Herbal & alternative remedies

OTC Painkillers

Existing Rx Painkiller Y

Product recommended by your doctor

Product recommended by

your doctor

Doctors

Patients

Bridging attribute

12

Application of this approach has broad reach…

13

Best practices

• Determine the stakeholders• Medical devices… then what about the nurse?

• Use choice modeling to assess messages

• Bridges stakeholders by means of a common attribute

• Build a simulator that integrates results from all stakeholders accurately to forecast share

Thank you!

SKIM | Healthcare

Debora Corfield

Eelke Roos