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Maturity
At maturity, the market often becomes overcrowded with ‘me too’ agents. For this project, JBM provided an innovative solution to enable our client to increase their market share.
There were multiple therapy choices for the acute management of migraine and clinicians were failing to distinguish between the individual agents, despite significant differences in efficacy. The client had a limited marketing budget and needed to maximise the return on a relatively small investment.
We carried out a systematic review and meta-analysis, linked to a financial impact assessment, which was published in a peer-reviewed journal and widely presented in both national and international forums.
This analysis formed the basis for a highly directed marketing campaign, specifically targeting Primary Care Organisations, with a view to delivering a switch policy from the market leader, which we had shown to be both a less effective and more costly choice than our client’s product.
Despite diverting funding from all conventional promotion and limiting the field force to ten individuals, the client was able to double market share within 12 months, a benefit that was maintained over the subsequent 3 years by JBM regularly expanding and updating the analysis as new data was published in the field.
Belsey JD. The clinical and financial impact of oral triptans in the management of migraine in the UK: A systematic review. J Med Econ 2000;3:35-47.
Belsey J, Adelman JU. Updated meta-analysis of oral triptan therapy for migraine: Number needed to treat (NNT) and relative cost to achieve 2-hour pain-free status. Headache 2003;43:565 (Abst.S114).
Belsey J. Clinical efficacy and cost-effectiveness of oral triptans: An updated meta-analysis incorporating data for almotriptan. Cephalalgia 2001;21:407 (Abst.P2-K5).
Belsey JD. Cost effectiveness of oral triptan therapy: A trans-national comparison based on a meta-analysis of randomised controlled trials. Curr Med Res Opin 2004;20:659-669. PubMed abstract.
