Carryover Effect (Healthcare Sales) скачать в хорошем качестве

Carryover Effect (Healthcare Sales)

Carryover Sales in the Pharma, Biotech, Generics, Medical Devices Industry Carryover is the long-term effect of promotional investment on sales. The Carryover percentage is the portion of sales carried forward from the previous year if all promotion were to be stopped. Carryover depends on product and environment aspects. PRODUCT SPECIFIC: • Product Profile • Type Of Therapy (Chronic / Acute) • Product Lifecycle • Product Growth • Rank Of Market Entry • Clinical Study Results • Price • Quality of Past Detailing • Quality of Message • Product Loyalty • New Indications • New Formulations • Etc ENVIRONMENT: • Payor Endorsement • Number Of Competitors • Competitive Noise • Market Growth • Generics • Reimbursement • Competitor Safety Issues • Legal Regulations • Access Issues • Role Of Pharmacists • etc CARRYOVER ANALYSIS – Something to think about What’s the advantage of vacant Brick level historical sales analysis? Historical data seems to have credibility on paper. What are the 3 disadvantages? 1. Vacant territories tend to be vacant for a reason. They might NOT give you a good representation of your market. 2. Based on experience, there is a lot of data clean-up to be made. That’s judgmental and will inevitably vary across your brands since it needs to be done for every brand individually. Big brands tend to have bigger sample data – smaller brands have larger variance. So be careful! Prescriptions and pharmacy sales can “travel”, too. For example, you may see a lot of sales at a territory (Pharmacy) close to the main train station in Lisbon, which however may not be written by the very few doctors in that area. 3. Maybe the most important issue is, that you will want to make a promotional plan for the future. I.e. 2020 and onward. In our experience, only 2 out of 10 products will show a stable carryover value for the next couple of years. That means, for 8 out of 10 you will get misleading guidance with historical data analyses. Solution: Use a forward-looking approach (tool). Use a consistent approach across your portfolio. Minimize guessing and personal bias.