 |
|
Oasis' powerful analytical support program that leads to intelligent marketing |
|
|
|
Nav-Rx™ is a powerful analytical support tool that helps you to better utilize your valuable product data. By detecting patterns, risks, and opportunities often difficult to see in basic spreadsheet analysis Nav-Rx can help reveal important information that can better inform your decisions about the performance of your product: Intelligent Marketing.
How Nav-Rx™ Works
This example is based on BPH/Flomax
1. It begins with the Nav-Rx Datamart: |
| |
The database aggregates data at the zip code and MSA level
Various normalized indices are available to help rank and compare different MSA
Brand Development Index
Category Development Index
BPH Prevalence Rate Index
Promotion Sensitivity Index
Health Care Access Index
Male Health Screening Index
Flomax Formulary Index |
|
|
 |
|
| |
|
2. Then there are Nav-Rx variables in the data: |
- BDI or Brand Development Index - measures Flomax share versus the US norm based on January thru June 2006 TRx data
- CDI or Category Development Index - measures market volume per capita (BPH population only) vs the US norm; again using June 2006 TRx data
- BPH Prevalence Rate – index estimated by applying local male population age distributions into newly developed linear Prevalence Equation (applied to US Census data)
- Promotion Sensitivity – index developed from a SAS Proc Mixed model (standard linear model which permits data to exhibit correlation and non-constant variability) using available BI and partner historical detail and sample data
- Health Care Access - index scale from CDC BRFSS health surveys measuring health care coverage, having a personal care provider, any cost constraints
- Male Health Screening - index scale from CDC BRFSS health surveys that indicate past history of males obtaining PSA test, DREs, blood stool tests, and sigmoidoscopies / colonoscopies
- Flomax Formulary – index scale created from IMS Plantrak, plus BI supplied Managed Care rollup and Flomax formulary status. Revised to include Medicaid and Medicare Part D updates.
| |
| |
|
3. Finally, there is the Nav-Rx MSA Selection Tool: |
|
| |
|
How were the top MSA's determined in this example?
Depends on your project or tactical objective
MSA rankings vary as new metrics and variable weights are added to depict unique targeting opportunities
Johnson City had the greatest combination of BPH usage (per capita) and Flomax market share making growth capacity questionable … what about identifying high potential areas?
To find out how you can make Nav-Rx™ work for your brand contact:
Greg Kinch
greg_kinch@oasismarketingpartners.com
908.531.8258
OR
Dave Holecek
dave_holecek@oasismarketingpartners.com
847.383.5131 |
