Health Strategies Group, a leading provider of market intelligence to the pharmaceutical and biotechnology industries, has just launched Oncology Performance Edge, a new strategic research service that helps marketing and sales executives in the oncology field improve brand performance by understanding how best to invest their resources.
"The oncology market is significantly different from others, with unique challenges," said Denise Woltemath, senior consultant for specialty/bio at Health Strategies Group.
"It faces a rapidly changing selling environment, a professional audience with disparate needs, and distinct obstacles to measuring the value and effectiveness of sales representatives and support services. The goal of Oncology Performance Edge is to help companies successfully address these issues, stay ahead of emerging trends, and make optimal use of their resources, both now and in the future."
Oncology Performance Edge includes three offerings, plus access to Health Strategies Group oncology experts, who help clients apply the market intelligence to their businesses objectives. These offerings include:
Total Office Call - A guide to understanding the most effective methods and messages for communicating with all audiences who influence oncology brand performance, including nurses, reimbursement coordinators, office administrators, infusion center personnel, and staff at cancer treatment facilities. Total Office Call identifies which marketing and sales resources these decision-makers value most, their level of satisfaction with current offerings, and unmet needs or ineffectively deployed resources by the company.
"Total Office Call is about knowing all audiences who influence the prescribing of your oncology product, understanding what matters to each, and meeting each group's needs with relevant content and support," said Woltemath,.
Oncology Sales Opportunity Assessment - Evaluates four key factors (behaviors, knowledge, support and promotional resources) that increase a sales representative's value to oncologists. Reflecting the perspectives of specialists in five key areas - breast, hematologic, gastrointestinal/colorectal, lung, and prostate cancers - the data provide disease-specific insights.
"We know this framework is effective because we've validated it in eight specialty and biotech markets," Woltemath notes. "Companies with representatives who demonstrate specific behaviors and knowledge identified through our research have garnered significant increases in market share or volume."
Current and Future Selling Environment - Analyzes key trends and dynamics affecting the selling landscape for oncology products and helps direct sales strategies and resource allocation over the next one to two years. It examines the impact of a comprehensive range of influences, including treatment guidelines, specialty pharmacy management, changes in "buy and bill," and mandatory preferred product lists.
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