Ioflupane I : The Value of Knowing - EphMRA · • Gabor – Granger method • Van Westendorp price sensitivity meter. Every stakeholder received questions and completed exercises

Ioflupane I 123 : The Value of Knowing

Seeing is knowing!

Knowing is important!

Knowing has value!

Some upfront market research

Who in this room has a friend or family member that suffers from Parkinson's

disease or Alzheimer's?

Some upfront market research

Imagine that you have a disease that can not be cured, who in this room would like to

know his diagnosis?

Overview

Study Background – The Value of Knowing

Study objectives

Study methodology

Study outcomes

After the study – The Value of Knowing program

Value of Knowing – Potential for the future

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Request for more info7.

Overview

Study Background – The Value of Knowing

Study objectives

Study methodology

Study outcomes

After the study – The Value of Knowing program

Value of Knowing – Potential for the future

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Request for more info7.

1. Study Background – The Value of Knowing

The Value of Knowing (VOK) is defined as the benefits created by almost certainly knowing

(100%) that you suffer from a pathology!

1. Study Background – The Value of Knowing

• The product:

• Ioflupane I 123 is a radiopharmaceutical indicated for striatal dopamine

transporter visualization

• Using single photon emission computed tomography (SPECT) brain imaging

• To assist in the evaluation of adult patients with suspected Parkinsonian

syndromes

• In these patients, Ioflupane I 123 may be used to help differentiate essential

tremor from Parkinsonian syndromes

• Ioflupane I 123 is an adjunct to other diagnostic evaluations

1. Study Background – The Value of Knowing

• SPECT images:Normal Abnormal

1. Study Background – The Value of Knowing

• Diagnostic need: to accurately differentiate movement disorders for appropriate treatment thus reducing the overall impact of inaccurate clinical diagnosis on patients, clinicians, caregivers, and other healthcare resources.

• Ioflupane I 123 promise: visualization of the nigrostriatal dopaminergic neurons in patients presenting with symptoms or signs suggestive of dopaminergic neurodegeneration is an accurate biomarker for Parkinsonian syndromes.

• Target market: newly presented patients with symptoms of dementia or movement disorders who remain uncertain after clinical diagnostic workup; patients previously clinically diagnosed whose diagnosis remains uncertain or with conflicting clinical signs.

1. Study Background – Market build vs. Market expansion

Market Build

Market Expansion

One great product

2 distinct markets

Overview

Study Background – The Value of Knowing

Study objectives

Study methodology

Study outcomes

After the study – The Value of Knowing program

Value of Knowing – Potential for the future

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Request for more info7.

2. Study Objectives

• In-depth understanding of the Value of Knowing for different

Ioflupane I 123 stakeholders:

• Identification of added value of being almost certain that one suffers from a pathology

• Drivers and barriers for product adoption and price sensitivity

• Understand current confidence of diagnosis / potential cost of misdiagnosis

• Understanding of potential reimbursement process

• Clinical positioning

• Product messaging and creation of value proposition by stakeholder

• Development of a communication strategy for the Value of Knowing towards different stakeholders

• PR

• Advertising

Overview

Study Background – The Value of Knowing

Study objectives

Study methodology

Study outcomes

After the study – The Value of Knowing program

Value of Knowing – Potential for the future

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Request for more info7.

3. Study Methodology – Tools and StakeholdersMarket research tools:

• Focus groups

• Face to Face interviews

• Telephone interviews

All a priori considered relevant Ioflupane I 123

stakeholders:

• Patients with Lewy Body dementia and Parkinsonian syndromes

• Caregivers

• Neurologists, Psychiatrists and Geriatricians

• Primary care physicians / General practitioners

• Nuclear medicine physicians

• Nurses

• Payers

• Key opinion leaders

3. Study Methodology – Sample size

Total sample size: 126

3. Study Methodology – Tools by Stakeholder

Focus groupsFace to face interviews

Telephone interviews

LBD patients Yes

PS patients Yes

LBD caregivers Yes

PS caregivers Yes

Nuclear medicine physicians Yes Yes

Primary care physicians / GPs Yes Yes

Neurologists Yes Yes

Psychiatrists Yes Yes

Geriatricians Yes Yes

Nurses Yes

Payers Yes Yes

Key Opinion Leaders Yes

3. Study Methodology – Scales and techniques

Scales and techniques:

• To understand the Value of Knowing:

• Open-ended qualitative questions

• Critical incidence technique

• Laddering

• Likert scales and rating scales

• VAS: Visual Analog Scales

• To understand the monetary of the Value of Knowing:

• Gabor – Granger method

• Van Westendorp price sensitivity meter

Every stakeholder received questions and completed exercises concerning the same topics; although adjusted to the specific stakeholder background

Overview

Study Background – The Value of Knowing

Study objectives

Study methodology

Study outcomes

After the study – The Value of Knowing program

Value of Knowing – Potential for the future

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Request for more info7.

4. Study outcomes – The Value of Knowing

Emotional benefits:• Certainty of diagnosis and reduction of

psychological stress• Improved quality of life for patient and

caregiver• Increased preparedness

Medical benefits:• Less misdiagnosis

• Improved access to appropriate patient management

• Reduction of unnecessary tests and treatment

• Improved activities of daily living

Economic benefits:• Avoidance of unnecessary health care

costs• Improved activities of daily living

• Lower rates of absenteeism • Avoidance of medical malpractice

Planning benefits:• Improved family planning

• Improved financial planning• Improved estate planning

4. Study outcomes – The Value of Knowing by Stakeholder

Emotional benefits

Medical benefits

Economic benefits

Planning benefits

Rela

tive

leve

l of

impo

rtan

ce

Patients and caregivers

Referring physicians Payers Nuclear medicine

Emotional benefits

Emotional benefits

Emotional benefitsPlanning benefits

Planning benefits

Planning benefits

Medical benefits

Medical benefits

Medical benefits

Economic benefits

Economic benefits

Economic benefits

4. Study outcomes – The Value of KnowingThe Value of Knowing towards different physician types

Parkinsonian syndromes Alzheimer’s disease Lewy Body Dementia

Confidence in Diagnosing↑ = Medical Malpractice↓ = Reduction of Symptoms↑

4. Study outcomes – The Value of KnowingThe Value of Knowing towards different patients and caregivers

Improved patient and caregiver emotional well-being

Higher patient independency

for a longer period of time

Improved financial

planning and social support

Decreased uncertainty

Better impact on symptoms of

disease (treatment)

More time to plan and prepare for the

future (planning)

Improved patient and

caregiver education

Earlier more accurate diagnosis with Ioflupane I 123

Direct positive effects

Longer term effects

4. Study outcomes – The Value of KnowingThe Value of Knowing towards different patients and caregivers

Communication

Dependency

Unpredictability / variable abilities

Awareness / Denial

Emotional well-being

Patients experience difficulties in expressing how they feel

Caregivers have difficulties understanding the patient

Most of the patients are anxious and uncertain during the period before diagnosis but every patient responds differently after diagnosis

Caregivers are confronted with the mixed emotions of the patients and indicate that it is hard to cope with that

Patients are distressed over the loss of independence

Caregivers are forced to take time away from their personal life or work

Caregivers observe the problems and difficulties of the patient, they need to convince the patient to find professional help

Patients are scared of unpredictable mobility issues / feel incapable

Caregivers do not always fully understand the limitations for the patient

Patients may not be aware of the impact on mobility and cognition or deny it

4. Study outcomes – The Value of KnowingThe Value of Knowing towards payersIF physicians found that the following effects may result directly or indirectly from knowing whether a patient is losing dopaminergic neurons or not. How big do you think that the impact would be on the reimbursement process?

4. Study outcomes – The Monetary Value of KnowingLBD patients PS patients Referring Nuclear Key opinion

leader Nurses Payers

$ 10,000

$ 5,000

$ 2,500

$ 1,750 Avg. $1,381Avg. $ 1,281

$ 1,000Avg. $ 579

Avg. $ 504 Avg. $ 504

$ 300 Avg. $ 338

$ 200

$ 100Avg. $ 150

$75

$ 50

$ 0

Perceived willingness to pay of patients by different stakeholders

Overview

Study Background – The Value of Knowing

Study objectives

Study methodology

Study outcomes

After the study – The Value of Knowing program

Value of Knowing – Potential for the future

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2.

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6.

Request for more info7.

5. After the study – The Value of Knowing Program

VALUE DEFINITION

Identify intrinsic technical value

Value & Image

• Certainty of diagnosis• Appropriate patient management• Reduction of unnecessary tests and treatment

• Reduced uncertainty• Quality of life• Increased preparedness

Identify extrinsic emotional motivation/value

5. After the study – The Value of Knowing Program

Your doctor has ordered a Ioflupane I 123 test

A guide for patients and caregiversThis test will provide your doctor with a better understanding of the symptoms you

or your loved one is experiencing.

5. After the study – The Value of Knowing Program

5. After the study – The Value of Knowing Program

Education

Personal sellingDirect marketing

Video, CD Rom

CRM

Blogs/Tweets

E-detailingCongresses

Social Networks

Patient

Staff

Colleagues Scientific publications

Workshops

Family / Partners

Radio / TVSTAKEHOLDER

Free publicity

Hospital

5. After the study – The Value of Knowing Program

Push

Pull

Select stakeholder Interaction Platforms

Identify Media Tactics

Patients, Physicians and KOLS

Social networking

TweetDiscussion platforms

Network

Overview

Study Background – The Value of Knowing

Study objectives

Study methodology

Study outcomes

After the study – The Value of Knowing program

Value of Knowing – Potential for the future

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2.

3.

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5.

6.

Request for more info7.

6. Value of Knowing – Potential for the future

Do you see opportunities to use the value of knowing within

your market research?

6. Value of Knowing – Potential for the future

What elements of the study are most applicable to you daily

work?

6. Value of Knowing – Potential for the future

The Value of Knowing.... Sure. All that soft qualitative stuff, I

prefer a hard conjoint / quantitative study

Overview

Study Background – The Value of Knowing

Study objectives

Study methodology

Study outcomes

After the study – The Value of Knowing program

Value of Knowing – Potential for the future

1.

2.

3.

4.

5.

6.

Request for more info7.

7. Request for more info

Teresa Zyczynski, GE Healthcare• Tel: + 1 609 514 6547• E-mail: teresa.zyczynski@ge.com

GE Healthcare – Medical and Professional Services Group• Tel: + 1 800 654 0118

• (option 2 and then option 3)• E-mail: robert.sgroi@ge.com

About the product and research About the study methodology

suAzio consulting• Tel: + 32 3 242 80 60• E-mail: info@suazio.com