Marketing Overview | Diaceutics

Marketing Overview


It is often assumed that the availability of a clinically meaningful laboratory test will drive its use. However, Diaceutics' adoption research has shown the importance of proactive marketing and awareness-building initiatives around the launch of a novel CDx. This case study provides selected examples of such initiatives. It will help you understand:
  • The importance of marketing a diagnostic
  • How Diaceutics' research on test adoption has shown the impact of proactive marketing and awareness-building initiatives around the launch of a novel CDx
  • That the availability of a clinically meaningful laboratory test will not necessarily drive its use
Download this case study to learn more.

1: Case Summary

This case will help you understand:

The importance of marketing a diagnostic.

How Diaceutics' research on test adoption has shown the impact of proactive marketing and awareness-building initiatives around the launch of a novel CDx.

That the availability of a clinically meaningful laboratory test will not necessarily drive its use.

Key messages:

Clear, unambiguous messaging around testing is critical when launching new targeted therapies. It allows meaningful conversations to increase share of voice with physicians.

Messaging around diagnostics is becoming commonplace.

Key actions:

Understand the core messages related to your test.

Learn to communicate the messages clearly.

Invest in proactive marketing and awareness-building around the biomarker and the test.

2: Clear Messaging Around Testing is Critical when Launching New Targeted Therapies …

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Clinical utility of testing to drive Irinotecan is not coordinated, resulting in market confusion.


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Despite the initial quality issues with HER2 testing, the connection between testing and Herceptin did drive testing rates and helped create an entry barrier for Tykerb.

3: … And Allows Meaningful Conversations to Increase Share of Voice with Physicians

So What?
93 per cent of surveyed physicians interested in learning more about targeted therapies and 74 per cent would like information from pharmaceutical companies... but only 20 per cent receive information from pharma about this subject - a huge missed marketing opportunity!

4: Pfizer Launched Awareness Initiatives about ALK Testing …

Example: Pfizer's ALK CME - de facto Rx selection tool


1:
Simple online multiple-choice questionnaire
2: Enabling frequent expert recommendation for Crizotinib

So What?

Pfizer launched various patient and physician awareness initiatives, to 'own the message' about ALK testing.

5: …And Stressed the Link Between the Test and the Therapy

6: ALK Testing has Become an Important Aspect of Oncologists’ NSCLC Treatment Options

Unaided Awareness of Stage IV NSCLC BiomarkersJan 2010
(n=60)
Nov 2010
(n=70)
Jul 2011
(n=75)
 
EGFR mutation82%83%89%Some early entrants
are well entrenched
EML4/ALK0%46%59%ALK: Role of new
marker heavily
promoted by Pfizer
KRAS65%44%36%Some 'older' markers
already struggling to
defend their relevance

 

 

 

So What?

A comprehensive and well-executed awareness program helped Pfizer put the spotlight on ALK mutations in NSCLC, paving the way for a fast and successful co-launch of Xalkori and its Abbott ALK CDx.

7: Similar Initiatives have Become the Standard in Oncology

Example: Boehringer Ingelheim’s “Let’s Test” website

8: Key Messages

Key messages:

Clear, unambiguous messaging around testing is critical when launching new targeted therapies. It allows meaningful conversations to increase share of voice with physicians.

Messaging around Dx is becoming commonplace.

Key actions:

Understand the core messages related to your test.

Learn to communicate the messages clearly.

Invest in proactive marketing and awareness-building around the biomarker and the test.

Expert Insights

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Competitive Benchmarking Reports

March 16th, 2018
PM Readiness Report 2018 Summary
March 14th, 2017
Pharma Readiness for Diagnostic Integration 2017
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