Innovative_Analytics.. - Pharma CI Conference

Innovative Analytics to Track
Competitor Landscape and
Trial Developments
Pharma CI
September 2010
505 Montgomery Street, 11 th Floor
San Francisco, CA 94111
Tel: 415-874-3310
Fax: 415-358-4466
E-mail: info@larvol.com

Table of Contents
•Introduction
•Challenge #1:
Managing Time & Resources Effectively
•Challenge #2:
Monitoring Changes to Competitor Landscape
•Challenge #3:
Mining Social Media for Insights
•Appendix
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The Larvol Group offers customized intelligence
reports to the pharmaceutical industry
•Subscription based service
•Our Team:
• ~ 80 professionals worldwide
• Expertise in all major therapeutic areas
• 2/3 of team have MDs or PhDs
•Our clients include 8 of the top 10 pharmaceutical companies
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Table of Contents
•Introduction
•Challenge #1:
Managing Time & Resources Effectively
•Challenge #2:
Monitoring Changes to Competitor Landscape
•Challenge #3:
Mining Social Media for Insights
•Appendix
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Challenge #1: How do I manage time and
resources efficiently and avoid information
overload?
Challenge
• Forced to consult a broad range of sources
• Inundated with reams of information and random alert updates
• Automated alerts are not distilled to fit your needs
Solution
• Use an integrated solution that pulls core data into a single location
• The Larvol Group has domain experts across all major therapeutic areas
- Dedicated teams distill high impact news to identify important changes
in your field
- Using customized reports, we hone in your specific topics or areas of interest
• Reports allow you to leverage your time and focus on high end strategic implications
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Executive Dashboard: distills weekly information
from disparate sources
FDA Websites
Press Releases
SEC Filings
Blogs
Report
Financial Analysts
Conferences
KOLs
PubMed
Weekly Reports:
•Every Monday, send PDF file
•News and trial updates from prior Monday
through Saturday night
Monthly Reports:
•Each month, send PPT
•Reflect news, trial and analytic updates for
entire month
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Comprehensive Report: offers important data
sets and analysis in a single location
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News Highlights: quickly review top news
for the week
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Table of Contents
•Introduction
•Challenge #1:
Managing Time & Resources Effectively
•Challenge #2:
Monitoring Changes to Competitor Landscape
•Challenge #3:
Mining Social Media for Insights
•Appendix
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Challenge #2: How to track changes to hundreds of
competitor trials and milestones in a timely way?
Challenge
• Very difficult to stay on top of a huge volume of competitor trials
• In certain areas, such as oncology, analyzing lines of therapy can be complex
• Need a compact way to map out the competitor landscape that shows where each
agent is playing, level of advancement, volume of trials, etc.
Solution
• Use a visually crisp, detailed trial tracker to monitor trial changes, upcoming data
release and anticipated regulatory filings
• Access trial analysis including patient population, line of therapy, monotherapy vs.
combo, comparator, status, timeline, etc.
• Quickly scan the tracker for updates that occurred during prior week or month
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Overall Heatmap: Inflammation, MOAs
vs. Indications
Notes: Color indicates highest phase attained for that indication; 6=Filed; M=Discontinued / failed trial; Some clinical trials will have multiple
indications evaluated, hence numbers may be duplicated for different indications
Double-Counting: Since multiple indications can be evaluated in a trial, some double-counting may occur. To see actual number of trials
(without redundancy) refer to ‘Total Trials ’
Abbreviations: SLE: Systemic Lupus Erythematosus, RA: Rheumatoid Arthritis, UC: Ulcerative colitis; MS: Multiple sclerosis; ITDM: Islet
transplantation in type 1 diabetics; TTP: Thrombotic Thrombocytopenic Purpura; ITP: Idiopathic Thrombocytopenic Purpura
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VEGF Heatmap (Onco MOA Report): volume &
phase of active trials across all tumor types
RCC
Lung
CRC
Breast
Brain
Liver
Pancreatic
Prostate
HNC
Hemat
Melanoma
Gastric
Other
solid
Avastin (bevacizumab) 33 103 129 114 55 20 18 18 18 20 14 19 130
Nexavar (sorafenib) 41 29 10 15 9 53 11 8 8 20 13 5 75
Sutent (sunitinib) 59 16 11 20 10 7 3 12 5 6 3 9 57
Votrient (pazopanib,GW786034) 6 3 2 5 2 1 3 1 1 1 24
Zactima (vandetanib, ZD6474) 3 21 5 6 9 1 1 5 2 1 4 21
aflibercept (AVE0005) 1 3 4 1 2 0 1 7 1 14
Recentin (cediranib, AZD2171) 4 10 6 2 5 2 2 1 5 1 1 22
axitinib (AG-013736) 4 3 2 0 0 0 0 1 7
Vargatef (BIBF 1120, indolinone) 4 1 1 0 2
ramucirumab,(IMC-1121B) 1 1 1 1 1 1 1 1 1 4
motesanib (AMG 706) 3 1 2 0 1 6
ABT-869 1 2 1 1 2 2
Marketed Phase 3 Phase 2 (N>100) Phase 2 (N

Competitor Dashboard (Onco Tumor Report):
most advanced phase by market segment
HER2+
Product
Company
Adj / Neoadj Met 1 st Met 2 nd Met 3 rd + All Comers
Tykerb (lapatinib) GSK P3 NDA filed: Apr ‘09 Approved: Mar ‘07 Approved: Mar ‘07
Herceptin (trastuzumab) Genentech (Roche) Approved: Nov ‘06 Approved: Sep ‘98 Approved: Sep ‘98 Approved: Sep ‘98
Afinitor (everolimus) Novartis P3 P3 P2 P2 P2
Arimidex (anastrazole) Roche P3 P3 P3
Votrient (pazopanib) GSK P2
Avastin (bevacizumab) Genentech (Roche) P3 P3 P3
neratinib (HKI-272) Wyeth (Pfizer) P3 P3 P3 P3
Omnitarg (pertuzumab) Genentech (Roche) P2 P3 P2
trastuzumab-MCC-DM1 Genentech (Roche) P2 P2 P3
Abraxane (paclitaxel) Abraxis P3 P3 P2 P3
epothilone D Roche + Kosan P2
HER-2 ICD vaccine Univ Wash. P2 P2
Iressa (gefitinib) Astra Zeneca P2 P2
Ixempra (ixabepilone) BMS P2 P3 P2 P2 P2
panobinostat Novartis P2 P2
Sprycel (dasatinib) BMS P2 P2 P2 P2
Approved NDA Submitted Phase 3 Phase 2
Criteria: Analysis of “Core” pipeline list (selected marketed and pipeline P2+ products , chosen by client for these agents, profiled trials P2+
with N>50)
Color : indicates the highest status of development in US market
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Trial Tracker: Industry trials for Select P2+
Agents (Core List)
Criteria: includes Core Pipeline list (select P2+ Agents); for these Core agents, all trials from P2 onwards have been profiled and select
P1 trials
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Upcoming Milestones: browse upcoming
regulatory and clinical events for Core agents
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Table of Contents
•Introduction
•Challenge #1:
Managing Time & Resources Effectively
•Challenge #2:
Monitoring Changes to Competitor Landscape
•Challenge #3:
Mining Social Media for Insights
•Appendix
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Challenge #3: How can I monitor online patient
conversations and derive insights?
Challenge
• No time to sift through countless message boards and social media outlets
• How can I flag sites of interest and monitor the content?
• What metrics can I use to get a higher level view and derive insights?
Solution
• Use a vendor who mines social media sites in a systematic way
• Identify top 50 sites in terms of activity for your specific area of interest (e.g.,
advocacy site message boards, health forums, etc.)
• Analyze buzz level and sentiment, look for trends and interesting insights
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Social Media Tracking Benefits
Why Track Social Media?
• Primary resource for many patients.
50-65% of Americans use the internet to
find information about specific diseases
and treatments
• Provide insight into patient experiences,
preference and needs
• Gain competitive advantage by being in
tune with patient and medical
community’s reaction to competitor
products
What can be tracked with
Social Media?
• Adverse experiences discussed online
(AEDOs)
• Patient access or lack of access to drugs
• Pricing of prescribed drugs
• Patient satisfaction and preferences
• Pattern of use
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Larvol Methodology for Tracking Social Media
Social Media Types
• Social networks – Facebook, etc.
• Blogs – single author or expert posts
• Patient forums – focused sites for the
interactive discussion of specific diseases
and disease topics
Steps
• Gather – using natural language
processing methods
• Categorize – using domain experts
• Annotate – using social media
experienced analysts
• Analyze – sentiment and buzz level
Ethical Guidelines:
We adhere to strict ethical considerations in collecting, maintaining, and presenting all
data. We will only access sites we have legal access to and will respect the terms of use
of each site we visit. We will store all information regarding individual blogger posts
stripped of all personal details to eliminate the possibility of patient identification.
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Monthly Buzz: Compare monthly level of
discussion of core drugs at a glance
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Sentiment Analysis: Compare how patients view
core drugs as reported in social media
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Adverse Experiences Described Online (AEDOs):
Side effects discussed online for core drugs
• Nausea is the most commonly experienced side effect in Byetta users – roughly half of those describing an adverse event report nausea
• Januvia users report a large variety of AEDOS, with no consistently expressed AEs
• Symlin users rarely describe adverse experiences. When they do, it tends to be either nausea or hypoglycemia
• Actos users report weight gain and swelling more often than any other adverse experiences – experiences that are very rare for other agents
• Victoza users commonly describe nausea and headache, among others – instances of AEDOs have been increasing of late
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Top 50 Blogs/Forums: Sentiment Analysis
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Posts: Blog and Forum patient postings
for the month
Long time patient – example of Internet Poster Type
Note: We would have the ability to add certain types of custom tags to each entry
e.g., New Patient, Long Standing Patient, Health Care Provider
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Table of Contents
•Introduction
•Challenge #1:
Managing Time & Resources Effectively
•Challenge #2:
Monitoring Changes to Competitor Landscape
•Challenge #3:
Mining Social Media for Insights
•Appendix
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Reports may have a broad, pan-indication focus or
may offer a deeper dive into a given disease
Broad
Pan-Indication
Focused
Disease-Specific
Onco MOA
report
(10 MOAs)
Inflammation
MOA report
HER2+
Breast
Report
Multiple
Sclerosis
Report
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KOL Tracker: follow activities for your
top opinion leaders
• Track activities of 12-20 opinion leaders:
– Publication and presentation activity (conference & CME)
– Clinical trial involvement
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Financial Analyst Monitor: track what analysts are
saying and predicting for your market
• Analyst report titles offered post-embargo period (5-14 days post-release); includes >
1,600 contributors
• Does not include full report downloads (although we could help you obtain them –
pricing per report varies)
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Bruno Larvol
Bruno Larvol, has nearly 17 years of successful consulting, entrepreneurial and financing experience in the biotechnology and
pharmaceutical industry while working with industry leaders such as The Wilkerson Group / IBM Consulting, Lehman Brothers, Delphi
Ventures, Millennium, Sandoz (Novartis), and Abbott Laboratories. Mr. Larvol founded and served as CEO of Cognia, a genomics
database and software. He holds an MBA with distinctions from the Kellogg School of Management and an MS in biotechnology from
Northwestern University. He obtained an undergraduate degree summa cum laude from Sorbonne University, Paris. Mr. Larvol serves
on the Biotechnology Advisory Board of the Kellogg Graduate School of Management
• Consulting projects include:
– Developed the immunology strategy of a top-tier pharmaceutical company, including prioritizing the most attractive areas of
investment
– Worked with the CEO of a large public biotechnology company to form a spin-out backed with $10MM in financing to take
advantage of a new business opportunity. The spin-out was acquired for $100MM
– Hired as interim executive for a proteomics spin-out based on a technology from a public biotechnology company. Wrote the
business plan and helped secure $10MM in financing
– Established the marketing plan for a new non-sedating antihistamine drug as part of a joint-venture between two
pharmaceutical companies
– Served as lead advisor to the program which became IBM’s $100MM Blue Gene project
– Hired by a healthcare venture capital fund to devise a turn-around strategy for a portfolio company. Project resulted in a
change of strategy and a $30M financing
– Authored a multi-client benchmarking study on productivity in drug discovery. The study was used for marketing purposes for
more than three years
• Other experience includes:
– Developed a new marketing strategy for Abbott’s anti-infective drug Biaxin
– Solved market positioning problem for asthma drug marketed by Sandoz (Novartis)
– Conducted pharmaceutical M&A and financing engagements with Lehman Brothers
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Laura Farmer
Over the past 17 years, Laura Farmer has led a wide range of strategy, marketing and commercialization projects within the
biopharmaceutical industry. Through her work, Ms. Farmer has developed expertise across numerous functional groups and
therapeutic areas, including oncology, rheumatoid arthritis, and infectious diseases
• Past work has included projects such as:
– Identified priority tumor indications for two lead oncology agents based on market attractiveness, advisory board and
quantitative survey input, robust financial modeling, entry and expansion tactics and franchise considerations
– Developed detailed brand plan and tactical launch plans for a rheumatoid arthritis drug through collaboration across 30
functional groups and vendors. Pressure-tested plans and budgets, ensuring comprehensiveness and alignment with overall
strategic goals
– Formed a pricing and reimbursement strategy for an emerging oncology therapeutic for a biotechnology firm
– Created in-depth materials for an advisory board meeting with rheumatoid arthritis opinion leaders to address key market
trends and assess trial design and commercial prospects for an emerging product
– Evaluated strategic commercialization options for a biologic drug for lupus
– Wrote business plan for a cardiovascular device company that received funding and subsequently achieved an IPO
– Authored major portions of an in-depth and widely quoted industry outlook, entitled Forces Reshaping the Performance and
Contribution of the U.S. Medical Products Industry - prepared for the Health Industry Manufacturers Association and
presented to Congress
• Other experience includes:
– Ms. Farmer consulted with Straticore, Publicis Healthcare, Insight Strategy Advisors, True North Partners, CSC Healthcare and
The Wilkerson Group for top pharmaceutical and biotech firms. She holds a bachelor of arts, cum laude, in political science
and premedical studies from Yale University
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