Insights Beyond Measurement to Tactical Advice

For inline brands, Commercial Consulting analytics in pharma provides insights on strategies and tactics for communication programs designed to drive patient and physician decisions to ultimately connect patients to the therapies they need. ZoomRx Commercial Consulting Analytics helps brand teams design, evaluate and calibrate all promotional programs using integrated use of primary market research, secondary prescribing/CRM data, and advanced modeling, with a focus on Sales Force.

Launch brands face a wide range of go-to-market planning challenges that require blending primary and secondary data to deliver brand-specific insights for relevant patients. ZoomRx Commercial Consulting provides expertise in market sizing, market mapping, likely share capture (demand estimation), HCP and patient behavioral and attitudinal segmentation, commercial design, plans for brand and promotional tracking during early launch and evaluating promotional efforts as early in launch as possible.

Sales Force details are expensive and are almost always delivered sub-optimally and have the potential to be notably more effective through adjustments to delivery, messaging and omni-channel. Optimized details frequently have the potential to increase brand share in the range of 1% to 3% over business-as-usual (BAU) delivery. Understanding how to optimize details prior annual budget cycle where sales force size, structure and PDE allotments are made based on ROI and mROI results from marketing mix is critical for better decisioning on targeting, call planning, channel mix and omni-channel coordination planning.

ZoomRx's proprietary Sales Force Tactical Optimization (SFTO) solution is custom-built using brand primary promotional response data with prescribing data and other factors to identify adjustments to details to optimize their impact for high priority segments with specific blueprint recommendations on how to adjust.

The best commercial analytics firms will have the rare combination of expertise in all secondary data, the ability to generate high value primary data through custom primary research, deep therapeutic expertise from direct work with most brands in most markets, and high value analytic expertise. ZoomRx's CCA practice is differentiated by its "perfect blend" of these capabilities that most commercial analytics firms treat in isolation: integrated primary and secondary data, deep therapeutic area expertise across oncology, hematology, cardiology, immunology, and more, and advanced non-black-box machine learning. With 17 years of experience and 200+ brands supported, ZoomRx is purpose-built for the most complex commercial questions in pharma and biotech.

Standard commercial analytics vendors typically specialize in either primary market research or secondary data modeling. ZoomRx integrates both with proprietary frameworks to connect HCP attitudinal and behavioral research directly to prescribing data. Additionally, ZoomRx's models are interpretable and consultant-validated, not black-box algorithms that can't be explained to brand leadership.

Post-launch, CCA delivers dynamic HCP brand treatment progression, full promotional evaluation and marketing mix optimization, subnational brand performance diagnostics and prescriptive recommendations, and dynamic next-best-action recommendations at the rep and HCP level — all calibrated continuously rather than on a quarterly cycle. CCA also delivers updated targeting and HCP and patient behavioral/attitudinal segmentation as needed, and insights on threats and opportunities from LOE/competitive launches and other (strategic demand estimation).