JANUARY 2009 • Contents

Winning in the Dynamic Market: Novel Approaches for Commercial Planning and Implementation

Understanding the volume of true new patients brings clarity to current performance and positions a brand for long-term success. Every pharma company understands this concept, but few truly apply it in their commercial planning and operations. Recent IMS analysis suggests that 85 to 90 percent of prescriptions form a "static market" comprised of refills and repeat prescriptions that isn't influenced by traditional promotional tactics. Companies have the opportunity to influence 10 to 15 percent of prescriptions — the "dynamic market" that includes new therapy starts, add-on therapy and product switches. Traditional performance metrics blend new and repeat prescriptions, clouding the real source of brand growth. Winning in the dynamic market involves establishing patient-centric metrics that accurately size and segment markets, quickly identify performance issues and provide greater lead time for corrective action, and serve as a more reliable prediction of future total prescription volume (TRx) performance.

In this video, IMS experts will describe how to:

• Quantify the impact of the dynamic market and capture important considerations for understanding and measuring performance
• Showcase best practice approaches to sizing markets, assessing opportunities, and establishing key performance indicators
• Focus on true areas of market growth and create winning commercial strategies
  

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