using counter-biosimilar messaging to protect your brand
Post on 18-Jul-2015
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Using counter-biosimilar messaging to protect your brand
Mike Mabey & Alex Zhu
SKIM: Decision Behavior Specialists
Branded biologics are facing biosimilar competition. What should you do differently?
What is counter-biosimilar
messaging?
Does CPG or Telecom face
similar challenges?
Taste and
heritage seekers
“for over 40 years
Breyers has been
bringing families
together.”
However, there are
significant differences
There is a
default option
The goal is
different
Impact of
switching
decision
The goal of counter-
biosimilar messaging
is to increase inertia.
Two message goals
Shift the
adoption curve Buy time for next
gen replacement
Two research goals
Identify messages
that create inertia Measure the
impact of inaction
Our thought process in addressing the challenge.
The key to success is to isolate
the effect of the message
Increase the impact messages have on
prescribing decisions
Take into account the structure
and format of the message
Message
platform
Tagline
Overall
brand
story Claims
Structure
Are the standard tools still relevant
for this messaging research?
Conjoint
Clickable
Qual
Iteration
MaxDiff
Our case study based on a message platform
Three steps
Hybrid
qual
Quantify
the message
preference
Identify key
drivers and
combo
Step 1:
Hybrid Qual
MaxDiff/
Conjoint
Ranking &
rating
Sorting
Step 2: Trade-off exercise
MaxDiff to identify the
winning message on the
primary metrics
Looking into the
supporting metrics to evaluate
the messages
Step 3: Identify drivers and message combo
Clickable exercise to identify
what works and what doesn’t
within the message
TURF analysis to identify the
diminishing point when adding
additional message
How would you measure message success?
Flip your thinking about the
metric end points
Not
prescribing
Waiting
longer
Risk of
switching
Increase
in hesitation
Why didn’t
hesitate
Credibility &
Believability
Reducing
early adopters
Size of non-
prescribers
Impact
The size of non-prescribers
is doubled
The average wait time
before adopting biosimilar
increases by 25%
How does this apply to my brand?
Perspective matters: the conversation changes
Three key takeaways
Understand
your goals
Change your
perspective
Get the
metrics right
Contact us
Mike Mabey
VP Client Solutions Americas
Based in Atlanta
Alex Xiaogung Zhu
Manager
Based in New York
SKIM: Decision Behavior Specialists
skimgroup.com
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