Market Intelligence Services

© Profound Healthcare Services, 2014
This document is solely for the use of client personnel only. No part of it may be circulated, quoted or reproduced for distribution outside of client’s
organization without prior written approval of Profound Healthcare Services
Market Intelligence
MARKET INTELLIGENCE. PROCESS SUPPORT.

2 Profound Healthcare Services - Credentials
Contents
•Introduction
•Offerings and projects done
− Strategy Consulting
− Market Intelligence
− Process Management
− Pharma Chronicle
•Team

Contents
•Introduction
•Team

Profound Healthcare Services assists pharma companies in taking
informed decisions through a basket of services
About us
− Profound Healthcare Services was started in June 2012, by ex-IMS consultants, with an objective of providing spread
of services to pharma industry
− We cater to various types of clients in the healthcare segment – i.e. Pharma, Med Tech, Healthcare consulting &
investors, Specialty chains / clinics
Service segments

Clients
In a short span of two years, we had the opportunity to serve
some of the leaders from various segments of Pharma market
Partner Point
SHARDA CHEM
INTERNATIONAL

Our four offering segments are targeted at assisting you in
strategic and tactical measures in complex business environment
Contemporary business environment
External Business Environment - Macro
Political
Economic
Social
Technology
Legal
External Business Environment
- Micro
Competition
Value chain
Consumers
New launches
Regulations
Internal Business
Environment
Business
processes
Employees
Process Management
Market Intelligence
Pharma Chronicle
StrategyConsulting

Our strategy consulting and market intelligence offerings assist
clients in growth in different ways
Our services mapped on the Ansoff’s growth matrix
Market IntelligenceStrategy Consulting
Market development Diversification
Market Penetration
Product Launches
Growth
Market
ProductExisting New
Existing
New
Market entry strategy
Growth strategy & CI
Portfolio optimization
Portfolio design
Portfolio design
Market assessment
Market sizing
Brand growth
driver
assessment
Market assessment
Benchmarking1
NOTE: 1) Benchmarking for field force, brands and company level strategies

Our team profile, robust methodologies / models and industry
network help us deliver high quality outputs
Why us?
Exclusive Healthcare
focus and experience
• We focus exclusively on the healthcare sector
• Experienced in multiple therapy area assessment across acute / chronic segments
Strong Industry Network
• Strong network of highly experienced professionals from Indian pharma industry
• Established access to KOLs across major therapy areas
High quality insights
• We take a solution oriented approach to go beyond pure data generation
• Provide high quality insights and implementable recommendations
• Personal involvement in insight generation leads to highest quality of market
intelligence
• Blend of market research and consulting experience
• Total experience of 7+ years in Healthcare Consulting, including 5 years in IMS
Consulting
Strong Team Background
Robust methodologies
and frameworks
• Robust analysis based upon internally developed analytic models
• Scientific methodology customized as per project need
• Specific models (e.g. forecasting model) are shared with client as a deliverable

Our earlier experience in healthcare consulting also spans across
a very broad spectrum of delivery areas
We have been a part of multiple consulting engagements in each
of the following areas
• India entry strategy for new MNCs entering Indian market
• Growth strategy for large Indian companies
• New therapeutic area entry strategy for existing players
• Portfolio optimization for existing players
• Portfolio selection for new entrants and forecasting with
P&L
• Qualitative primary market research for market size
estimation MNCs
• Brand awareness primary market research for international
brands
• Pricing and market access studies
Overall Experience
• Super-specialty –
Neurology, Oncology,
Diabetology, CVS,
Rheumatology,
Gastroenterology,
Nephrology, Infertility, etc.
• Specialty – Internal
Medicine (CP),
Gynaecology, Paediatrics,
Surgery, Orthopaedics,
Ophthalmology, GP, etc.
Therapy areas experienceDelivery areas experience

Contents
•Introduction
•Team

Market intelligence projects usually involve a combination of
desk research, stakeholder discussions and forecasting
IllustrativeMarket Intelligence – typical approach
Stage II (2 weeks)
Qualitative research
for treatment detail,
awareness, attitude,
etc.
Stage IV (2 weeks)
Baseline forecasting,
market sizing and
final report
Stage I (2 weeks)
Target market
landscaping – desk
research and expert
discussions
Stage III (2 weeks)
Quantitative research
for current / future
usage, potential
patient pool, etc.
• Typically 8-10 weeks duration1
• Medium involvement of client essential at each stage
NOTE: 1) Timelines are rough estimates, actual timeline would be defined based upon the scope of each engagement and would differ for each
engagement

Select case studies
We have successfully delivered market sizing / potential
estimation projects across various segments (1/3)
Nature of Engagement Client What we did? Benefit to client
Market potential
estimation for an
existing cancer drug
in a new indication
Case Study
A global leaders
in the Oncology
segment
• Secondary research on epidemiology
of the disease
• In-depth discussions with 55 KOLs and
2 industry experts
• Analysis and triangulation of the data
generated to derive insights
• Identification of actual patient pool
for client’s brand
• Patient split across all stages of
disease / types of treatment centers
• Dynamic forecasting model for future
use
In depth assessment
of Rheumatology
market to estimate
potential for second
line biologics usage
and reasons for sub-
optimal Rx of their
brand
Case study
A leading MNC • Secondary research for current
treatment options
• In-depth discussions with KOLs and
Industry experts
• Understanding about realistic
opportunity & future growth drivers
• Refining their existing go-to-market
strategy
• Knowledge about competitive
activities and their future plans
• Support in deciding a revised sales
target

Select case studies
Market sizing for
client’s Albumin, IVIG
and FVIII brands – as
it’s pre market entry
assessment
Case Study
One of the major
suppliers of
blood plasma
products
globally
• Detailed desk research and pilot
interviews across 9 specialties
• In-depth discussions with >120 doctors
and some distributors, patient bodies /
NGOs, competitors and industry
experts
• Operating dynamics of the target
markets
• Competitive scenario
• Market size for client’s brands
• 5 year detailed forecast
• Foundation to develop India entry
strategy
Market assessment
and sizing for a new
patented technology
product for patient
positioning during
MRI / CT to reduce
movements and
resultant artefacts in
images
Case Study
An Indian
company into
marketing of
devices
• Developed basic understanding about
the radiology products market in India
• Qualitative research with ~10
Radiologists / lab technicians
• Quantitative research with ~ 50
Radiologists / lab technicians
• Expert interviews from leading players
in imaging / radiology products
• Analysis and report generation
• Relevant patient segments where
product can be used
• Market share projections
• Pricing and price sensitivity feedback
• 5 year baseline forecast

Select case studies
Market sizing for
client’s automated
systems for
specialized tests in
pathology
laboratories & blood
banks
Case Study
One of the major
suppliers of
blood product
diagnostic
systems globally
• Detailed desk research and pilot
interviews across pathologists from
laboratories and blood banks
• In-depth discussions with >70
pathologists and some distributors,
competitors and industry experts
• Operating dynamics of the target
markets
• Competitive scenario
• Market size for client’s brands
• 5 year detailed forecast
• Foundation to develop India entry
strategy
Market sizing for
chronic constipation
drug across three
countries
Case Study
Japanese
company,
headquartered in
Singapore,
planning to
launch new
products in
ASEAN region
• Conducted desk research to develop in
depth understanding about overall
pharma market and operating
environment in each country
• Undertook online PMR with 40
respondents in each country (GPs,
CPs, retailers & patients)
• Analysis and reporting
• Understanding about the target market
dynamics in each country
• Doctor response for usage potential
for client’s drug along with supporting
feedback from patients and retailers to
understand the demand-supply
dynamics
• Targetable patient pool across two
segments – IBS related and Idiopathic
chronic constipation in each country
with detailed forecast

Select case studies
We have also done quick competitive intelligence & market
assessment of niche therapy areas with limited data availability
Study business
models of innovators
in India (both
successful and failed)
and recommend a
model for a new brand
Case Study
A leading
MNC’s regional
office
• Data analysis for identification of
innovators in India
• Internal brainstorming to study the
business models / strategies of
various players for their innovator
brands vs. generic competition
• Generated qualitative / strategic
insights and indicative numbers
about impact on sales, growth,
etc. through industry expert
feedback
• Detailed insights about strategies of
innovators in India
• Critical factors leading to success / failure
of innovators
• Necessary operating model for an
innovator in current scenario

Lastly, we have also worked on an OTC project and sales force
related project involving a large sample size
Select case studies
Innovative business
model design for self-
care market based on
robust insights
generated prescribers
leading to a business
model
Case Study
Leading Indian
Consumer
Health
company
• Qualitative market research to
understand physician perception
and unmet needs
• Extensive use of other market
frameworks such as positioning
using 3Cs approach,
segmentation using “Jobs-to-be-
done” frameworks
• Facilitated a workshop for internal
team to build a business model
• Validation of existing understanding
• Identification of new target segments
• Profiling of customers based upon
identified parameters
• Support to build a new business model for
this division
Assess the impact of
scientific promotion
team and recommend
improvement areas for
that team through
KOL Feedback
Case Study
A leading MNC • Qualitative and quantitative
market research with top KOLs
across 5 major therapy areas
• KOL perception about their local scientific
team
• Assessment of it’s impact on Rx
• Competitive benchmarking
• Improvement areas and recommendations
to improve

We also have the necessary capabilities and network to
undertake such projects in international markets
IllustrativeMarket Intelligence
engagement
• Medium involvement of client
essential at each stage
• We have a network of local vendors in
developed markets as well as RoW markets
for field work
• Also, we have access to experts who have
worked extensively in overseas markets

We can provide due diligence services also, which demand a
quick turnaround
IllustrativeMarket Intelligence
engagement
Due Diligence
Capability Analysis
- Management
- Operational
- Financial
Portfolio
Competitive
Assessment
- Operating model
- Financial details
- Benchmarking
Operating Mkt.
Assessment
- Mkt. understanding
- Success factors
- Trends & forecast
- Opp. assessment
Final Analysis &
Recommendation
- Action areas &
synergies
- Financial analysis
- Final recommendation
• High involvement of client essential at each stage

Case study slides

Case study: Market potential estimation for an existing cancer
drug targeted for new indication by an MNC
Benefits for client:
• Client intended to identify the opportunity for an existing products in a new target market
• This project provided a market opportunity estimation in terms of target patient pool
• Client was able to identify the actual patient pool for all segments and across all stages of the disease and treatment
• This provided accurate opportunity assessment across all treatment channels and patient segments
Market Intelligence
•Awareness levels amongst physicians
•Diagnosis and treatment rates
•Referral patterns and compliance
•Treated patient numbers as per stages
•Existing treatment protocols
•Affordability levels for various treatment
•Unmet needs through current options
•Survival rates
•Physician’s reaction to client’s product
•Potential usage of client’s product
•Point of shifting a patient from existing treatment to client’s product
•Price sensitivity
•Target patient segments
•Opportunity estimate
•Overall existing market opportunity
Target market
landscaping
Treatment
pattern
AAU of
physicians
Detailed
opportunity
assessment
Back

Case study: In depth assessment of Rheumatology market to
identify potential for biologics usage
Phase I
Phase II
Phase III
Understanding patient
segments for RA in
India
Studying the
treatment dynamics
and patient flow
Recommend market
expansion options for
client’s product
• Various market segments in
RA based upon patient profile
• Approximate patients
numbers (in %) in identified
segments
• Untapped market segments
for Biologics within RA
• Existing treatment protocols for
each segment
• Rx drivers / hindrances in RA,
specifically for biologics
• Critical success factors for
higher uptake of biologics
• Means to expand market
• Rx drivers / barriers for
biologics as monotherapy
treatment
• Market opportunity for biologics
• Expansion opportunity for
client’s brand
• Client was operating in this market – but desired a validation about the future potential of market as well as for their product
• This project enabled the client to get a clear perspective about the realistic opportunity and future growth drivers. Project also
helped client in refining their existing go-to-market strategy in terms of doctor coverage, promotional activities. Client also got
critical insights about competitive activities and their future plans were also generated
• Last but not the least, client was able to review it’s relevant sales target for this product
Market Intelligence
Back

22
Profound Healthcare Services - Credentials
Market Intelligence
• Understood client’s internal aspirations towards target
market
• Conducted relevant secondary research and expert
discussions
Background
understanding
• Depth discussions with >120 doctors across 9
specialities regarding usage potential for client
products in target market
Field work
• Triangulation of insights generated through market
research leading to opportunity sizing for client
• Detailed event based 5 year forecast
Opportunity Sizing
Benefits to client:
• Client was planning India
entry and had limited
information on the target
markets
• We provided detailed
insights about the market
dynamics
• Final potential estimates
and market share
projections
• Existing data on these
markets was very limited
and our discussions
across 120 doctors
provided detailed
insights leading to entry
strategy plan for client
1) pdFVIII - Plasma Derived Factor VIII (2) rFVIII - Recombinant Factor VIII
Case study: Market dynamics and sizing the opportunity for
Albumin, IVIG, pdFVIII1 & rFVIII2 in India
Back

• Expert discussions to
develop internal
understanding about the
MRI market segment and
usage of supporting
devices
• Detailed market research
(qualitative as well as
quantitative) across more
than 50 imaging /
diagnostic centers
• Validation of insights
through expert feedback
• Identification of possible
patient segments, usage
potential & possible
market share, price
sensitivity analysis for the
product
• Detailed forecast for 5
years
• A global player, with limited insights on Indian devices market scenario, got a detailed understanding about the
MRI segment in India
• Provided detailed understanding about existing problem of bad images due to patient movement during MRI
process
• Usage potential of client product with forecast in relevant patients
Case Study: Potential estimation for new product, which reduces
patient movement during MRI process, leading to better images
Market Intelligence
Back

Target market
landscaping
Depth
discussions
Competitive
assessment
Opportunity
estimation
Operating
dynamics of the
target market
studied in detail
leading to
comprehensive
discussion guides
Depth discussions
with ~70 labs /
blood banks and
~10 other relevant
stakeholders1
Detailed
understanding
about existing
competitive
scenario
Final projections
for opportunity in
these niche market
segments along
with a detailed
forecast
1) Distributors, experts, doctors, etc.
• Client – a global leader in diagnostics –
was entering India and having limited
understanding about this market
• Client got a detailed understanding about
the operating dynamics for these
specialized tests
• Complete overview on competitive
scenario vis-à-vis market share, operating
model, strengths / weaknesses, pricing
strategy, etc.
• Final report with market potential
estimation for client systems in India along
with detailed forecast with baseline,
optimistic and pessimistic scenarios
Case Study: Market sizing opportunity for automated systems for
specialized tests in pathology lab & blood banks
Market Intelligence
Back

1) Malaysia, Thailand, Indonesia (2) GPs, CPs, patients and retailers
Detailed secondary
research for epidemiology
data, existing treatments
and overall target market
dynamics
Online PMR with
respondents2 from three
countries through our
dedicated network for
online PMR
Feedback generation for
usage potential of client’s
drug in individual
countries and expert
validation
Final report and 5 year
baseline forecast
• Client – a Japanese company –
got a detailed understanding
about the overall operating
environment in these three
countries
• Detailed feedback from
prescribers, retailers as well as
patients on current and future
usage of chronic constipation drug
• Potential number of patients that
can be on client’s drug, in
individual country, for chronic
constipation – segmented for
idiopathic and IBS related chronic
constipation
Case Study: Market sizing & opportunity assessment of chronic
constipation drug in three ASEAN countries1
Market Intelligence
Back

26
Profound Healthcare Services - Credentials
Market Intelligence
Established a list of
innovator products
launched in different
disease areas
Segmented these
innovators in 4
categories
Studied market
characteristics at launch
,entry strategy and
critical success factors
Analyzed the price v/s
volume scenario of
innovators
Identified the innovators
with generic competition
Studied the impact of
generics on operating
strategies of innovators
Understood Promotional
Strategies used for
market creation and
development
Assessed the Regulatory
scenario and hurdles
faced in India
Generated strategic
inputs for a new
innovator in India
• A new entrant in India, client was benefited with clear understanding about all possible operating scenarios in
which innovators have been launched in India and their relevant entry strategies
• Client got entry strategy recommendations based upon this study
Case Study: Competitive analysis to generate strategic inputs
for a new innovator in India
Back

Market Intelligence
• Validation of their understanding about this market
• Identification of new target segments by bridging the gaps through earlier study conducted internally by client
• Providing a foundation for an internal workshop – that led a to a new business model for the client in the self care market
Objective Approach
• Conducted depth discussions with 2 competitors & 30 KOLs to
generate insights about prescriber’s pain points & latent needs in
self care – before, during and after medical care
• Analyzed the findings and arrived at collated and validated insights
with list of latent / unmet needs and identified possible target
segments
• Had brainstorming and review of an internal client survey leading to
assimilated learning and insights through two rounds of study
• Identified a shortlist of opportunities in terms of target segments
and relevant strategies / initiatives for client
• Provided a guideline to conduct an internal workshop in order
to arrive at a new business model for self care market
Competition Customers
Company
• What are the
pain points
amongst
doctors
regarding
self care by
patients?
• What is being
currently done
by
competition? • How can they
be
addressed?
Back
Case study: Assist in designing innovative business model
supported by prescriber views about the self-care market

Case study: Detailed study for value added by the local scientific
team as a ‘differentiation element’ for the client
Market Intelligence
• Client understood the current advocacy levels by KOLs for the local scientific team along with the satisfaction levels
• Benchmarking against competitors was also provided
• Also identified gaps / main improvement areas and means to improve them
Stage III
Analyze feedback and
develop final report
Stage I
Understand internal
aspirations
Stage II
Generate KOL feedback
• Understand internal
aspirations
• Design discussion guide
for KOL meetings
• Finalize sample – mutual
agreement on the city-wise
specialty coverage for 135
KOLs across India
• Analyze findings –
evaluate the generated
insights and analyze for
their impact on client sales
force strategy
• Final recommendations –
provide final report focusing
on the satisfaction levels of
KOLs, scope of
improvement and
competitive benchmarking
• Conduct KOL meetings –
perception towards the
impact and differentiation
factor provided by local
scientific team
• Evaluate prescriber
feedback – overall level of
advocacy, team approach
& scientific communication,
gaps, competitive
benchmarking
• Generate insights
Back

Girish Korde
+91 98197 21479
gkorde@profoundhs.in
Thank You!

Market Intelligence Services

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Similar to Market Intelligence Services

Similar to Market Intelligence Services (20)

Recently uploaded

Recently uploaded (20)

Market Intelligence Services