Evaluating Secondary Data

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• Definition
• Key Learning Objectives
• Who Should Attend
• Content
• Case Studies
• Leavebehind
• Contact for More Information

Definition

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• Secondary data is nonproprietary information that is available for purchase by the public, and is not customized/designed to meet the needs of any one user.

Key Learning Objectives

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• Understand the scope and integrity of information that secondary data can provide
• Gain awareness of the types of marketing and market research questions that secondary data can help answer
• Learn how different sources of secondary data should and should not be used
• Identify applications for use

Who Should Attend

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• Market Research
• Forecasting
• Pricing Groups
• Outcomes Research

Content

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• Discussion of different sources of secondary data and the type of information they represent
  1. What makes audit data different from data reported in a financial analyst's report or a syndicated report
  2. Audits (eg, IMS and Verispan)
     1. When not to use sales or medical audits - know the limits
        1. Diseases treated with chronic therapy
        2. Products administered in a physician's office
        3. Concomitant conditions
        4. Concomitant therapies
        5. Small physician specialties
     2. Syndicated reports (eg, Decision Resources, Datamonitor)
        1. Extent of primary research included in syndicated reports
        2. Considerations in utilizing forecasts included in syndicated reports
     3. Company annual reports and financial analyst reports
     4. Pipeline databases (eg, R&D focus, ADIS Insight, Pharmaprojects, NDA Pipeline)
     5. Disease specific databases (eg, Tandem Cancer Audit, Adelphi Disease Specific Programs)
     6. Sources and types of pricing data
        1. AWP versus WAC
        2. Analysource (formerly First Databank), Redbook, and others
        3. Audits
     7. Patient tracking data (prescription volume, new/switch/repeat by therapy class) Verispan, Wolters Kluwer
  3. Considerations in evaluating secondary data:
     1. How the data are collected (ie, internet survey, patient diary, wholesaler invoices, copies of prescriptions, in-depth interviews)
     2. Sample size and composition, and how that may impact data integrity
     3. What information is and is not collected (eg, what the data really represents)
     4. Time period and duration of data collection and how this may impact data integrity
  4. Data use; use determines the level of data reliability required
     1. Evaluate product performance
     2. Input to forecasting
     3. Market evaluation and analysis
        1. Assess market size and dynamics
        2. Identify competitors and assess their market penetration
        3. Determine usage trends
        4. Track promotional share of voice
     4. Calculate product market share and usage
        1. Track product usage month-to-month
        2. Identify any changes in usage by various market segments
     5. Benchmarking

Case Studies

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• Relevant pharmaceutical examples will be used to illustrate the concepts

Leavebehind

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• Each participant will receive a 2-sided laminated card with key learnings from the course

For More Information, Contact:

Leslie Goldberg, Executive Vice President

666 Godwin Avenue, Suite 320
Midland Park, NJ 07432
p: 201-670-7722 ext. 205
f: 201-670-8707
lgoldberg@advantageh.com