Driving Physician Targeting & New Drug Introduction with Marketing Analytics• Varsha Damle, Associate Director of Sales Effectiveness, ZS Pharma, A Division of Astra

Zeneca• Ritu Jain, Director Industry & Solutions Marketing, Alteryx Inc.

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Driving Physician Launch Targeting with Alteryx Varsha DamleFebruary 8, 2016AMA Analytics with Purpose 2016

CONFIDENTIAL AND PROPRIETARY 5

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Agenda

• About ZS Pharma- an AstraZeneca company• Disease state: Hyperkalemia• What is Physician Targeting?• Limitations of Traditional Targeting Methods• The Challenge: Richer data = Processing Complexity• The Solution

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Introducing ZS Pharma

• ZS Pharma– Focused on improving options for patients and physicians facing difficult to manage ion

imbalances

• Commercial Headquarters: San Mateo, CA– 2008: Founded in Texas– 2014: Publicly traded– 2015: Joins the AstraZeneca Group– Mid-2016: Product launch expected!

• AstraZeneca– World’s 7th largest pharmaceutical company– $81.60B in market cap

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Introducing AstraZeneca

What is Hyperkalemia?

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• Associate Director, Sales Effectiveness– Salesforce Sizing– Territory Alignments– Physician Targeting– Call Planning– Incentive Compensation– Managed Care Analytics

• Previous Experience– ZS Associates, Eli Lilly, CV Therapeutics,

Google

My role at ZS Pharma

What I want to talk about today

What is Physician Targeting?

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Through targeting, we:– Identify the best customers to reach for

promotional activity–Focus on driving adoption at launch

–Maximize ROI of sales and marketing effort

• Isolates physicians based on– Physician Specialty– Prescription data only

• Overlooks– Health insurance coverage hurdles– Physicians’ referral networks and co-management of patients– Physician affiliations to Key Opinion Leaders’ influence networks

The traditional approach to targeting has its limitations

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Pharma sales force deployment faces new challenges…

• Decreasing Physician Access• 47% of physicians considered accessible in 2015, compared to 65% in 20121

• 17% of physicians severely limit access to the number of reps allowed to visit them, while another 36% allow moderately restricted access1

• Growing Managed Care Hurdles• Formulary restrictions • Shifting of costs to patients through higher co-pay, co-insurance

Notes:1ZS Associates AccessMonitor™

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…and some challenges uniquely applicable to ZS Pharma

• New Drug Introduction– Under-diagnosed and under-developed HK market– No single analog to perfectly capture physician potential

• No clear treatment guidelines– Variation in K+ level at which to begin treatment – Competing sub-optimal therapies for the management and maintenance of K+

• Complex patient management dynamic across multiple physician specialties– Nephrologists and Cardiologists targeted at launch– Primary Market Research shows differences in attitude toward Hyperkalemia by specialty

• Second to market– 6 months behind competitor

We want to use smarter, more relevant data elements…

…and be agile and quick to turn around

…but don’t want this!!!

Our approach to Physician Targeting

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Data! Data! Data!I can't make

bricks without clay.

Uff!

The ZS Pharma approach to targeting considers sophisticated metrics at the physician level

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• Rx data– Prescriptions for 50+ year generic drug

• Patient counts by disease condition– Actual diagnoses by co-morbidity

• Diagnosis Rates– Proclivity of physician to diagnose HK

• Treatment Rates– Proclivity of physician to treat HK with existing options

We are going way beyond the traditional approach…

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• Patient Mix– Lower managed care hurdles for patients with employer-sponsored health plans, and those

with Medicare-LIS (Low Income Subsidy) at launch

• Physician Networks and Affiliations– Physicians’ referral networks and co-management of patients, and influence networks of

Key Opinion Leaders

We can uncover physician potential in a much more accurate and focused manner

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Dr. Brown, Nephrologist, with 100 CKD patients

‒ Low HK diagnosis rate‒ Low treatment rate‒ Very high % Medicare

patients

Dr. Smith, Nephrologist, with 100 CKD patients

‒ High HK diagnosis rate‒ High treatment rate‒ Right patient mix‒ Gets 50 HK patients

referred from Cardiologist

Launch Target!

Richer data = Processing Complexity

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• Symphony Health Solutions (aka SHA, Wolters-Kluwer)– Patient claims data (>1B records, ~500 GB)– Physician Rx data (224M records, ~100 GB)

• Physician Affiliations Data (Multiple Sources)

The Solution?

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Data Prepara

tion

Data Blendin

g

Analytics

Tweak Paramet

ers

Refresh Data

•No time to learn coding•Quick turnaround•Agile•Preferably execute in-house

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Case study: Patient Sharing Patterns

• Objective: – Supplement launch target list from patient referral patterns

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The Alteryx Workflow

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Analysis Results and Impact

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Using Alteryx, we were able to expand the number of physicians that make valuable launch targets looking at referral patterns which would have been missed otherwise!

© 2015 Alteryx, Inc. | Confidential

Questions?