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June 2010

June 2010. Custom tools for complex markets. Custom software and research to support market validation for the life sciences. The Products. The Company. Proprietary approach for estimating market size Rigorous epidemiology Integration of market research Validated forecasting methodology

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June 2010

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  1. June 2010

  2. Custom tools for complex markets Custom software and research to support market validation for the life sciences The Products The Company • Proprietary approach for estimating market size • Rigorous epidemiology • Integration of market research • Validated forecasting methodology • Tools that serve the entire commercialization process • Ease of use: Inputs can be modified as knowledge expands • Flexibility: Detailed assumptions can be added as launch approaches • Independent consultant providing value for clients • Personally committed to quality • Responsive • Low overhead • Additional expertise • Market analysis • Epidemiology of rare diseases • Impact of therapy on patient population size

  3. Value throughout the product life cycle LapidusData models are designed to add value from the pre-clinical stage through market leadership Launch Valuation & Planning Marketing Sales Portfolio Integration • Estimate drug therapy revenue using a transparent methodology • Provide strong market size estimates to investors • Support orphan status designation in regulatory filings • Plan manufacturing capacity • Discover countries and regions with untapped potential • Create synergies by identifying countries and regions with similar needs • Prioritize marketing investment • Monitor actual performance vs. sales forecasts • Calculate market penetration vs. remaining opportunity • Compare performance across countries and regions • Speak a common language: a single set of metrics that can be used across multiple products • Share metrics that enable cohesive strategy at the corporate level

  4. Project: Revenue Model for Pharma Client • Excel-based model to estimate drug therapy revenue using epidemiology and market research • Part 1: Epidemiology module • Literature review to find best available incidence data for disease • Combine incidence with UN population data and internal estimates of lifespan to create country-specific estimates of prevalent and symptomatic populations • Part 2: Revenue module • Methodology: “patient funnel” (symptomatic → diagnosed → treated) with 12-year quarterly forecast • Alternate scenarios for sensitivity analysis • Country-specific outputs for each level of patient funnel • Broader regional inputs • Faster data entry at the regional level • Optional country-specific data entry for nations with unique dynamics • Outcome • Justify market size estimates to investors and other stakeholders • A durable application that can be refined as market data improve

  5. Project: CRM “Mini-System” • Rapid design and deployment of a customer-relations management system as a precursor to implementation of SalesLogix (SLX) • Develop an understanding of analysis needs via discussions with sales executives and reps • Provide insight via reports customized to meet executives’ needs • Reduce transition downtime by coordinating with SLX designers to ensure compatibility • Design Excel-based data-capture tool for use by sales force • Create SLX-like interface for reps to minimize re-training • Outcome • Client began analyzing sales force activity months before SLX came online

  6. Project: Consolidation of Market Research • Increase sample size and reliability of market research by consolidating studies with inconsistent structures • Convert data to a universal structure • Collaborate with client to design new data structure which can accommodate data from all surveys • Recode all records to fit new data structure • Improve data accessibility • Design relational database to store recoded data while maintaining integrity of original records • Provide reports on consolidated data • Outcome • Trends in patient population become visible • Data can be used to refine commercialization strategy

  7. Background • Experience • Nine years in pharma/biotech • Decision Resources • Genzyme • Independent consultant • Education • Harvard University, 2001: BA in Social Studies • Tufts University, 2007: courses in Epidemiology Learn more at www.LapidusData.com Email: David@LapidusData.com Phone: 617-308-3975 Fax: 617-206-9597

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