Lyrica® Community Influence Mapping in Fibromyalgia

1
LyricaCommunity Influence Mapping in
Fibromyalgia

• May 18th, 2007

2
Agenda

• Study Objectives
• Thought Leaders vs. Influencers
• COMPASSTM Methodology
• Study Results
• COMPASSTM Web Based Deliverables
• Next steps

3
Study Objectives

• Identify approximately 300 Community Influencers
• Influence determined through peer nominations
• Minimum of 2 distinct nominations required
• 1000 interviews conducted throughout the US
• 500 General Practitioners
• 150 Rheumatologists
• 125 Psychiatrists
• 125 Neurologists
• 100 Pain Specialists
• Names and verified contact details needed in time
  for Speaker Training Preparation- Mid May

4
Differentiating Defining Thought Leaders and
Influencers
Thought Leaders
Influencers
Opinion Based
Behavior Based
Nominated by Authors
Identified by Practice Behaviors
In Clinical Practice
Not in Full-Time Practice
Teaching, Writing, Research
Active Clinicians
National/Community
Inter/nationally Renown
Immediate Impact
Long-term Impact
Numerous Nominations
Handful of Nominations
5
Influence Mapping Methodology
Primary Data Points Prescribing data Nomination
survey
Secondary Filter Data Analysis Verify details of
multiple nominations
Data is weighted, merged, and ranked
Outcomes Tiered group of Influencers prioritized
by client-driven objectives at the community level
6
Nomination Survey

• Surveys conducted through Computer Assisted
  Telephone Interviewing (CATI)
• Participants had to pass following screeners
• Had to be involved in the treatment and
  management of chronic pain
• Report number of patients diagnosed in the last
  90 days with the following
• Osteoarthritis Rheumatoid Arthritis Lupus
• Lime Disease Fibromyalgia Other
• Undiagnosed
• Terminated if PCPs reported lt6
• Terminated if Pain Specialists reported lt12
• Terminated if other Specialists reported lt10
• Nominations for experts requested at the
  community level
• Manner of influence also requested
• Heard speak
• Venue recorded and interest in hearing the
  Influencer speak again
• Publications
• Specific mentions recorded
• Direct contact in clinical setting
• Media
• Other

7
Results Respondent Analysis

• Screener Questions
• Study respondents reported an AVR of 72 patients
  DX with fibromyalgia in the last 90 days
• General Practitioners 60
• Rheumatologists 125
• Psychiatrists 50
• Neurologists 46
• Pain Specialists 80
• Respondents interest in attending a fibromyalgia
  medical education program on a scale of 1-5 is 4.5

8
Results How Do Respondents Gain Information From
Influencers?

• Interest in hearing Influencer speak again on a
  scale from 1-5 (1 meaning not at all 5 meaning
  highly likely) was a 4
• Other includes such responses as
• Reputation in medical community
• Research experience
• Patient satisfaction

9
Results Interview Data Report

• Average 2.3 nominations received per interview
• 279 Influencers identified with multiple
  nominations
• 18 affiliations received multiple mentions

10
Results Influencer Specialty Breakdown
11
Results Influencer Analysis

• Most Nominated Influencers
• Daniel CLauw, MD University of Michigan
• Leslie Crofford, MD University of Kentucky
• Rita Egan, MD Arthritis Center of Lexington
• Robert Ettlinger, MD St. Josephs Hospital, WA
• Joseph Flood, MD Mt. Carmel Medical Center, OH
• Don Goldenberg, MD Newton-Wellesley Hospital, MA
• Gary Myerson, MD St. Josephs Hospital, GA
• Russell Rothenberg, MD George Washington
  University, DC
• Bruce Solitar, MD NYU
• William Wilke, MD Cleveland Clinic

12
Results Influencer Analysis

• Most Mentioned Facilities
• Arnett Clinic Lafayette, IN
• Central Baptist Hospital Lexington, KY
• Edward Hospital Naperville, IL
• Flagstaff Medical Center Flagstaff, IN
• Franciscan Skemp Healthcare La Crosse, WI
• Greeley Medical Clinic Greeley, CO
• Hardin Memorial Hospital Elizabethtown, KY
• Hattiesburg Clinic Hattiesburg, MS
• Henry Medical Center Stockbridge, GA
• Lenox Hill Hospital New York, NY
• North Shore, LIJ Manhasset, NY
• Memorial Health Care Chattanooga, TN
• Montefiore Medical Center Bronx, NY
• Ohio State Medical Center Columbus, OH
• Rehabilitation Center of the Cape and
  Islands East Sandwich, MA
• Robert Wood Johnson University Hospital New
  Brunswick, NJ
• Rush University Medical Center Chicago, IL
• Tallahassee Memorial Hospital Tallahassee, FL

13
COMPASS Deliverable

• Secure, web-based interface that provides clients
  the following data
• Ranking
• Number of nominations
• Number of publications
• Indication if recognized speaker
• Comprehensive contact information
• Live publication history
• Curriculum vitae if available

14
Our COMPASS Deliverable (cont)

• To access the web deliverable simply go to
• http//www.advancedclinical.net/
• Click on COMPASSTM Login, username and password
  are
• to be entered as follows
• Administrative
• Username PFE07
• Password Lyrfibro07
• Additional Usernames/Passwords
• First Initial of First Name/Complete Last Name
• Entry under the administrative username allows
  for
• attachments and comments to be added to the web
• View only allows you to see comments

15
Next Steps How is COMPASS Data Used?Potential
Advocacy Development Initiatives
16
Building an Advocacy Development Plan
Market Needs
Situation Analysis
Competitive Positioning Strategies
Corporate, Portfolio, and Product Profile
Positioning
Current Awareness Knowledge
Competing Noise Levels
Corporate, Portfolio, Brand Advocacy
Development Goals
Key Objectives Communication Messages
Advocacy Development Plan Tactical
Recommendations
17
Thank You!

• Advanced Clinical Concepts
• 1200 Route 22 East
• Suite 2000
• Bridgewater, NJ 08807
• 908-203-4607
• www.advancedclinical.net