Академический Документы
Профессиональный Документы
Культура Документы
LUNDBECK A/S
February, 2017
H. LUNDBECK A/S
x Price per Rx Sales force Details (Physician Zip - Terr - District - Region - Weekly TRx (Physician Level)
x Cost per PDE Level) Rep Mapping for sales force from LASH data
x Gross and net sales forecast Speaker data (Physician Level) Physician demographics Weekly patient enrollments
x Key market events Digital Sales Aid Segmentation from LASH data
x Journals/Banner Ads
x TMS Inside Sales
x Paper Sales Aid
x Service Center Calls
x Direct Mail
Received x To be received
Avg. TRx/HCP
1.20
To be updated
TRX
Total_Trx TRx/HCP
To be updated
# PDEs per HCP by Interaction Type #HCPs across PDE buckets (2015)
(Sep14-Dec16) (Sep14 Dec16)
160,000 7
60%
140,000 6
49.7%
120,000 50%
5
~78% of the reached HCPs
80,000
% HCPs
134,247 3 27.0%
30%
60,000
2
40,000 20%
12.9%
35,746 1
20,000
10% 5.4%
1,871 1,819 1,268 1,128 570 407 389
0 0 1.3% 2.1% 0.9%
Office Lunch and Other Speaker Convention/ Institution Dinner Advocacy Unknown
0.4% 0.3%
Learn Program Meeting Program Event 0%
PDE Volume Avg. PDE / HCPs 0.5 1 1-10 10-20 20-30 30-40 40-50 50-60 >60
Note:
The summary is restricted to HCPs and HCNPs
All interaction types have been included in the analysis
Lundbeck restricted specialties are not excluded
Data for launch to Dec16 only
Source:
VEEVA call activity data ending Dec16
# Programs
500
Only attended speaker attendees are included
# HCPs
50
The speaker of the event is excluded 400
40
Lundbeck restricted specialties are not excluded 300
30
To be updated 200 20
Spend:
100 10
Cost includes Speaker Honoraria, Participants
Costs, Vendor Administrative 0 0
201s spend was $1.9M
LUNCH PCP, 5%
37%
DINNER
46% NP/PA, 10%
Unknown,
53%
Neuro, Other, 60%
Medical
20% Doctor, 3%
WEBCAST
2% Registered Nurse,
ASK AN
Card, 6% Others, 2% 1%
BREAKFAST EXPERT
5% 10% *Customer type and subtype summary for Other specialty group in appendix
Note:
Only attended and onsite speaker attendees are included
Only closed and completed program types are included
The summary excludes the speaker of the program
Lundbeck restricted specialties are not excluded
# HCPs
program during 2015 2,500 program during 2016
# HCPs
2,500
2,000 2,000
1,500
1,500
1,000
1,000
500 126 20 1 1
500 142 15 2 1 0
0
1 2 3 4 5 6
1 2 3 4 5
# Programs # Programs
Note:
Only attended and onsite speaker attendees are included
Only closed and completed program types are included
The summary excludes the speaker of the program
Lundbeck restricted specialties are not excluded
*Data is for Oct14-Dec16
Source: Frictionless Speaker data
Jul-15
Jul-16
Apr-15
Jun-15
Jun-16
May-15
Nov-15
Apr-16
May-16
Nov-16
Jan-15
Feb-15
Mar-15
Aug-15
Sep-15
Dec-15
Jan-16
Feb-16
Mar-16
Aug-16
Sep-16
Dec-16
Oct-15
Oct-16
as 1*primaries + 0.5* secondaries
Weighted Digital Calls Volume Avg. Weighted Digital Calls / HCP
Spend:
Not available
To be
Per Jeff- The DSA and iRepupdated
enabled emails #Digital aid calls across element types
%HCPs across unique element types
dont really have a cost to execute. We Popup Revealed Trackedonallin
have development costs. Those are part of 1% Content dividualpages,
Dudnyk and Intouch expenses. It would 12% astheseareove 25%
rlays 23%
take a considerable amount of digging to KEY MESSAGE 22%
20%
60% 8%
come up with a rollup summary for just Interactive
Interactive
those initiatives Tool ClickTool VideoLink
Event 12% 0%
Source: VEEVA 7%
5%
3%
1%
ChartEnlarge
2%
1 2 3 4 5 6 7
APPENDIX
11
Draft--Pending Legal Review--For Internal Use Only--Confidential and Proprietary
H. LUNDBECK A/S
12
Draft--Pending Legal Review--For Internal Use Only--Confidential and Proprietary