【艾昆纬】2025心脏代谢领域创新商业化的卓越实践白皮书挑战及策略

IQVIA

WhitePaper

AchievingExcellence

inCommercialising

CardiometabolicInnovation

Howcommerciallysuccessfulinnovatorsnavigateauniquelycomplexopportunity

MARKUSGORES,VicePresident,EMEAThoughtLeadership,IQVIA

KIRSTIESCOTT,SeniorConsultant,EMEAThoughtLeadership,IQVIAMARINAKONE,Principal,StrategyConsulting,IQVIA

Tableofcontents

Introduction1

Thecardiometabolicopportunity:Uniquelycomplex2

Lessonsfromcardiometaboliccommercialsuccessstories6

I.Deepmarketinsightfoundation8

II.Alignedvaluepropositionsandcustomerengagementstrategy12

III.High-qualityexecutionandperformancemanagement15

Organisationalimplicationsforcardiometabolicinnovators16

References18

Abouttheauthors20

Acknowledgements21

Introduction

Wearefindingourselvesinthemidstofacardiometabolicrenaissance,as

theattentionofthebiopharmaceuticalindustryreturnstoanareaitlargelyneglectedformostofthepasttwodecades.1Obesityundoubtedlydominatestheheadlinesandcreatesunprecedentedexcitementwithintheindustry,

andamongthepublicatlarge.However,theindustry’srenewedinterestincardiometabolicinnovationismuchbroaderthanobesityandspansawiderangeofindications,forexample,heartfailure,hypertension,coronary

arterydisease,atheroscleroticcardiovasculardisease,chronickidneydisease,dyslipidaemia,(pre)-diabetesorMASH.

Cardiometabolicinnovatorsfaceuniquechallenges,

suchasnavigatinginterdependenciesbetween

differentindicationsexhibitedasco-morbiditiesin

overlappingpatientpopulations,whoaretreatedby

multipleHCPspecialties.Furthermore,multi-indicationtherapiesareredefininghowcardiometabolicriskis

managed,forexampleincretinmimeticssuchasGLP-1andGIPreceptoragonistswhichhaveshownbroader

benefitsacrossmultiplemorbidities.Thisaddsfurthercomplexitytocommercialisingnewproducts.

Inthiswhitepaper,wewillexplorewhatcommercialexcellencelookslikeinthecontextofcardiometabolicinnovation,drawingonlessonsfromcommercially

successfulbrands,andidentifywhatittakestoachieveit.

|1

Thecardiometabolicopportunity:

Uniquelycomplex

Cardiometabolicdiseasesremainamongtheleadingcausesofmortalityandmorbidityglobally,collectivelyaccountingforoveronethirdofallglobaldeathsandimpactinghealth-relatedqualityoflifebyanestimated500millionDisability-AdjustedLifeYears(DALYs).2-4

Oneofthedefiningfeaturesofcardiometabolic

diseasesisthesubstantialoverlapbetweendifferent

patientpopulations,becausemanyindications

manifestthemselvesasco-morbiditiesinthesamepatient(seeFigure1):

Suchinterdependenciesbetweendifferent

indicationsmakeitmoredifficulttoanswerkey

strategicquestions,forexample,whoistheideal

patientbenefitingthemostfromanewtherapy?

Innovatorsthereforemusthaveaholisticandgranularunderstandingofpatientprofiles,includingtheir

unmetneedsalongmultipleriskfactors,toinformstrategicsegmentationintotargetpatientgroupstoguidethetargetproductprofile,brandstrategyandpositioningofnewcardiometabolictherapies.

In2024,cardiometabolicdiseaseswerethefocusof

17%ofallnewclinicaltrialstarts,includingphases1-3,makingitthesecondmostinvestigatedtherapyareaafteroncology.5

Figure1:Substantialoverlapbetweendifferentcardiometabolicpopulations

OverlapofselectedCV-metU.S.patientpopulations

Notdrawntoscale

Renal

2.7M**

151k*

8.3M*

5.7M*

CVD

Diabetes

61.5M**

5.2M*6.9M*11.6M*

2.1M**

9.9M*

915k*

24.1M*

Obesity

23.5M**

Cardiovasculardisease

Overallpatientpopulation:133.3M

Obesity

Overallpatientpopulation:71.3M

Diabetes

Overallpatientpopulation:37.4M

Renal

Overallpatientpopulation:29.8M

Presenceofco-morbiditiesinobesepatients

(byBMIcohort;U.S.patientpopulation)

Shareofpatientcohort

100%

80%

60%

40%

20%

0%

27-29.930-34.935-39.9>40

BodyMassIndex(BMI)

Numberof

co-morbidities

>4

4

3

2

1

none

*RepresentsnumberofpatientsineachVennDiagramoverlap;

**RepresentsnumberofpatientsinasingleTA,i.e.havenocomorbidityoverlap

Patientpopulationsizesinclude2022+data-activepatients,orthosewithRxorDxclaimsin2022or2023;

Notshownduetodiagramspacing:ObesityandRenalONLYoverlap;Obesity,Diabetes,andRenalONLYoverlap

Source:IQVIALAAD,January2018toJune2023

2|AchievingExcellenceinCommercialisingCardiometabolicInnovation

|3

Unsurprisingly,asinterestincardiometabolic

innovationrebounds,thecompetitivelandscapeisbecomingincreasinglycrowded.Manybigpharmacompaniesaremakingsignificantinvestmentsin

buildingcardiometabolicpipelinestoestablish,

re-establishorexpandtheirpresenceinthis

therapeuticspace(seeFigure2),whilenumerous

EmergingBiopharmaCompanies(EBPs)arealso

pursuingcardiometabolicinnovationopportunities.

Amongbigpharmacompanies,wefind‘portfolioplayacommonstrategypursuedbymany.Itis

characterisedbycompaniesassemblingmulti-asset/multi-indicationportfoliostoestablishabroad

presenceinthecardiometabolicspace.Thisstrategyrequiresinnovatorstocarefullyco-positiontheir

differentassetstoarticulateaclear,joined-up,cross-portfoliovaluenarrative.

Asportfoliosoffermultiplevaluepropositions,

derivedfromassetsindividuallyandcollectively,

theongoingchallengeistoaddressarangeofwell-definedunmetneedsacrossoverlapping,comorbidpatientpopulations.

Figure2:Wearewitnessingacardiometabolicrenaissance

BigpharmafootprintacrossselectedCV-metindications—Clinical-stagethroughon-market

Embo/Throm

RareCV-met

Lipidaem.

RenalMASH

Stroke

HF

HTN

DiabetesObesity

AbbVie

Amgen

AstraZeneca

Bayer

BI

BMS

GSK

J&J

Lilly

Merck&Co

Novartis

NovoNordisk

Pfizer

Roche

Sanofi

Presentbutwitholdermarketedbrand(s)Presentwithmarketedbrand(s)PipelinefocusSource:IQVIAEMEAThoughtLeadership;IQVIAPipelineLink,September2024;

4|AchievingExcellenceinCommercialisingCardiometabolicInnovation

RE-DEFININGCARDIOMETABOLIC

RISKMANAGEMENT

Oneofthemostconsequentialeventsforthe

managementofcardiometabolicriskwasthearrivalofmulti-indicationtherapies,specificallyGLP-1

receptoragonistsandSGLT2inhibitors,whichhaveshownfavourableeffectsonmultipleriskfactors,

e.g.,bloodglucoselevels,BMI,bloodpressureand

kidneyfunction.Asdemonstratedinanumberof

cardiovascular-renaltrials,e.g.,SELECT,6STEP-HF,7

FLOW,8SUMMIT,9DELIVER,10EMPEROR-Preserved11

andEMPEROR-Reduced,12GLP-1sandSGLT2simprovedfunctionalendpointsand/orreducedtheriskofdiseaseprogressionorcardiovascularadverseevents.

Assuch,theseagentshavethepotentialtotransformcardiometabolicriskmanagement.Deployedas

backbonetherapies,theycanre-setapatient’s

cardiometabolicriskbaselineacrossco-morbidities,whileresidualriskismanagedbyadditionaltherapieslayeredontopthattargetaspecificindicationand/

orriskfactor,e.g.,treatment-resistanthypertension,inflammationlinkedtoheartfailureorfibrosisinMASH(seeFigure3).

“Multi-indicationtherapieshave

thepotentialtotransform

cardiometabolicriskmanagementbyre-settingapatient’sriskbaseline.”

ILLUSTRATIVE

Figure3:Emerging‘backbonetherapies’aretransformingcardiometabolicriskmanagement

UU

Obesity

Diabetes

Heart

failure

Kidney

disease

Stroke

△

Lipidaemia

MASH

HTN

Re-setCV-riskbaselinebyimprovingmultipleriskfactors

GLP1+

◆Re-setCV-riskbaselinebyimprovingmultipleriskfactors

SGLT2

FGF21

Addressingresidualrisk

IL-6nsMRAFactorXIaAldosterone

synthaseinh.

siRNA/

Lp(a)

Backbonetherapiesre-define,possiblyshrinkdownstreamopportunitiesinresidualriskAwinningcardiometabolicstrategy:fromsingleassettocombination/portfolioplay

Inter-

dependencies

><

<

Individualassets

◆Backbonetherapy

Singleindicationfocussedtherapy

Note:ExampleMoAsshownforillustration,drawnfromarangeofCV-metassetsindevelopmentacrosstheindustry;

Source:IQVIAEMEAThoughtLeadership;HTN:hypertension;IL-6:interleukin-6inhibitor;nsMRA:non-steroidalmineralocorticoidreceptorantagonist;

siRNA:smallinterferingRNA;Lp(A):lipoprotein(a);FGF21:fibroblastgrowthfactor21

|5

Thishasprofoundimplicationsforinnovatorswho

needtounderstandtheimpactofbackbonetherapiesonopportunitiesformanagingresidualrisk.For

example,aninterventionwithaGLP-1receptoragonistaimedatweightloss,orforcontrollingdiabetes,

mayshrinkthetherapeuticopportunityforother

treatmentsbyavoidingdownstreamcomplications

fromrelatedcomorbidities.Innovatorsthereforemustcarefullynavigatetheinterdependenciesbetween

differenttreatmentoptionsinthisemergingnewreality.Italsoraisestheimportanceofcombinationapproaches,withinandbetweencompanies’

cardiometabolicportfolios.

GO-TO-MARKETCOMPLEXITY:THENEEDTOENGAGEADIVERSECUSTOMERBASE

Themanifestationofcardiometabolicindicationsasco-morbiditiesisakeydriverofGo-To-Market(GTM)complexity,becausethesamepatientis

seenbymultipleHCPspecialties,forexample,GPs,

diabetologists,endocrinologists,cardiologists,

nephrologists,gastroenterologistsorhepatologists.Inaddition,referralsbetweenspecialtiesandfluidityinwhoultimatelymakesparticulartreatmentdecisionsexacerbateGTMchallenges.

Theseprescriberspecialtieshaveverydifferent

needsandvaluedifferentbenefitsdeliveredbya

therapyand/orportfolio,whichrequiresacustomer-centricengagementapproachwithcarefullytailoredpositioning(seeFigure4).

“Themanifestationofcardiometabolicindicationsasco-morbiditiesisakeydriverofgo-to-marketcomplexity.”

Figure4:Go-to-marketcomplexity:Diverseprescriberbasetreatingoverlapping,co-morbidpatientsegments

PatientwithmultipleCV-metco-morbidities,seenbymultipleHCPspecialties

CardiologistGPEndocrinologist

Obesity

HF

ASCVD

T2D

HTN

Co-morbidCV-met

patient

CKDMASH

NephrologistGastro-/Hepatol.

Example:Farxiga,multi-indicationCV-metplay

Promotionalinvestment,byHCPspecialty*

(FY2023,$)

Sourceofbusiness,byHCPspecialty;andbyindication

(MAT5/2023)

16%

3%

OtherNephro.

Cardio.

Endo.

6%

14%

4%

Nephro.

8%

HF

9%

10%

Endo.

CKD

Internalmedicine

19%

53%

CVD

GP/

internist

76%

GP

T2D

Cardio.

14%

42%

28%

ByHCP

specialty

By

indication

ByHCP

specialty

Notes:*USDspendoninteractiveengagementsonly(detailsandmeetings;includingF2F,digitalandtelephone);Onlyincludesselectedspecialties

Source:IQVIALAAD,MATMay2023;IQVIAChannelDynamics®FY2023(extractedFeb2025);IQVIAEMEAThoughtLeadershipanalysis

6|AchievingExcellenceinCommercialisingCardiometabolicInnovation

Theneedtooperateco-existingGTMmodelarchetypeswithspecificCSFsandcapabilities,fordifferentbrandsand/orindications,dependingoninnovationnovelty,

marketmaturityandcompetitiveintensity,addsfurthercomplexity,forexample:precisionplay,targetingunmetneed/residualriskinspecificpatientsub-segments;

markettransformation,toreplaceanexistingtreatmentparadigmandsetanewstandardofcare;ormarket

building,whichtypicallyrequiresestablishingnewcarepathwaysorembeddingnewdiagnosticapproaches.

Customeroverlapbetweendifferentpartsofa

cardiometabolicportfolionecessitatesanaligned

engagementstrategytoavoidinternalcompetition

forcustomersandconflictingmessaging,or‘companyfatiguebyoverwhelmedcustomers.Thisrequires

integratedapproachestocustomersegmentation,

clearbrand/indicationprioritisationandguidanceonmessaging,includingacoherentportfolionarrative,

andtheefficientorganisationofin-fieldteams.Tomakethishappen,affiliateswillneedmoreguidancefrom

regionalandglobalHQsonhowtomanagepotentiallyconflictingpriorities.

Furthermore,portfolio-levelinvestmentandresourceplanningisneededtomaximisethecommercial

opportunitywhilecapturingsynergies.

Giventheuniquecomplexityofhowthecardiometabolicopportunitypresentsitself,excellenceincommercial

executioninthismarketiselevatedbeyondbeinganoperationalobjectivetobecomingacritical,strategicdifferentiatorforsuccessfulinnovators.

Lessonsfromcardiometaboliccommercialsuccessstories

Ourcomprehensiveanalysisoftheperformanceofcardiometabolicbrandsoverthepast10yearsidentifiedthreefoundationalpillarsthatunderpincommercialexcellence(seeFigure5):

Figure5:Threepillarsofcardiometaboliccommercialexcellence

Highqualityexecutionandperformancemanagement

•Precisionengagementoftargetcustomerswithtailored,

high-impactcampaigns

•OrchestratedomnichannelapproachalignedwithHCPchannelpreferences

•Accurate,granularmarket

measurementforperformance

transparencytoinstilla

competitivemindset,guideexecution

Deepmarketinsight

foundation

•Comprehensiveunderstandingofmarketfundamentalsandkey

stakeholders,e.g.,

》Cardiometabolicpatientprofilesandtheirunmetneeds

》Patientjourneys,

treatmentpathways

》KeyHCPspecialties,their

needs,preferencesand

prescribingbehaviours

》Competitivedynamics,

treatmentlandscape,

differentialbrandpositioning

Alignedvalue

propositionsandcustomer

engagement

•Coherentvaluenarrativewithalignedco-positioningacrossbrands/indications

•Clarityonhownewtherapiesfitwithincardiometabolictreatmentalgorithm

•Translatedintoclearengagementplans,spanningdifferent

prescriberspecialties

•Guidanceonsegment-specific,yetalignedmessagingacrossvaluepropositions

Source:IQVIAEMEAThoughtLeadership

|7

1.Deepmarketinsightfoundation:Successfully

navigatingthecomplexityofthecardiometabolicopportunityrequiresacomprehensive

understandingofitsmarketfundamentalsandkeystakeholders,forexample:cardiometabolicpatientprofilesandtheirunmetneedsinvolvingmultipleco-morbidities;patientjourneysandtreatment

pathways,includinginterventionpointsandtherelevantHCPspecialtiesinvolved,theirneeds,

preferencesandprescribingbehaviourstoinformgranularcustomersegmentation;competitive

dynamics,includingtheevolvingtreatment

landscape,differentialbrandpositioning,salesdynamicsandpromotionalinvestments.

2.Alignedvaluepropositionsandcustomer

engagement:Overlapofcardiometabolicpatientpopulationsandcustomersegmentsdrivestheneedforaligned(co-)positioningacrossbrands/indications,withacoherentvaluenarrative

thatmatchesmultiplevaluepropositionswith

distinctneedsofpatientandHCPsegments.

Innovatorsmustalsoarticulatewheretheirnew

therapies,individuallyandcollectively,fitinthe

cardiometabolictreatmentalgorithmreflecting

theincreasinginterdependenciesinmanagingriskfactors.Inturn,thispositioningstrategymustbetranslatedintoaclearengagementplan,typically

spanningdifferentprescriberspecialties.Itneedstoprovideoperationalguidanceonprioritising

targetcustomersegmentstodriveprescriptions,

withsegment-specific,yetalignedmessaging

acrossvaluepropositions,andbackedbyadequateresourcinglevelstoensureacompetitivepresenceinthemarket.

3.High-qualityexecutionandeffective

performancemanagement:Ultimately,

competitiveadvantageandsuccessaredeterminedbythequalityofexecutingthecommercialstrategyacrossbrandsandindications;forexample,

precisionengagementoftargetcustomerswith

high-impactcampaignsthroughtherightchannel

mixthatreflectstheirpreferences.Performance

transparencyiskeyforinstillingacompetitive

mindset,makingfaster,betterdecisions,optimallydirectingresources,andtobeabletocoursecorrectwithagility.Accuratemarketmeasurementisa

pre-requisite,includingunderstandingthesourcesofbusiness,brandadoptionandmarketshare,atpatientlevel,acrossindications,differentsegmentsandchannels.

Wewillnowsystematicallyexplorebestpracticeforeachfoundationalpillarofexcellencein

commercialisingcardiometabolicinnovation,illustratedthroughrelevantcaseexamples.

8|AchievingExcellenceinCommercialisingCardiometabolicInnovation

I.Deepmarketinsightfoundation

Thefoundationforachievingcommercial

excellenceisanin-depthunderstandingofthe

uniquelycomplexdynamicsunderlyingaspecific

cardiometabolicopportunitytoinformstrategicandoperationaldecisions.

Successfulcardiometabolicbrandsthereforededicatesignificant,earlyefforttodevelopingcriticalinsight,forexample,howanopportunitymanifestsitselfinparticularpatientprofileswithoverlapping

co-morbiditiesandinwhichcompetitivecontext;howco-morbidtargetpatientsflowthroughthehealthcaresystemandwhichprescriberspecialtiestheyinteractwithatdifferentstagesalongthetreatmentpathway;orwhichtherapyattributesdifferentprescribers

specialties,andsub-segments,valueandtheirchannelpreferenceforreceivinginformation.

Suchcomprehensive,integratedinsightmustdraw

oncombiningmultipledatasources,e.g.,real-word

datasuchasanonymised,longitudinalpatient-levelRxdata,claimsdataorEMR;commercialdata,e.g.,sales,promotionalinvestmentandactivity;primaryresearchintopatientandHCPbehaviours,attitudesand

preferences;andintelligencegatheredbyfieldteams,includingboththesalesforceandmedicalaffairs.

“Successfulcardiometabolicbrandsdedicatesignificant,earlyefforttodevelopingcriticalmarketinsight.”

|9

PATIENTJOURNEYANDTREATMENT

PATHWAYMAP

Forexample,aleadingmulti-indication,

cardiometabolicbrandusedgranularpatientjourneyandcarepathwaymappingtounderstandhow

patientsnavigatethehealthcaresystemastheybegintoexperiencetheonsetofmultipleco-morbidities,

includingdiabetes,chronickidneydiseaseandheartfailure(seeFigure6).

Cardiometabolicpatientjourneysareparticularlycomplexduetointerdependenciesbetweenco-

morbidities,whichmanifestthemselvesatdifferenttimepointsinthenaturalhistoryofdisease,and

inevitablyleadtoanexpansionofHCPspecialtiesinvolvedatdifferentstagesinapatient’scare.

Oncetheflowofpatientsthroughthehealthcare

systemandtheirtouchpointswereunderstood,thepatientjourneywasenrichedbyoverlayingthepatientexperiencealongtheway,e.g.,intheirinteractions

withhealthcareprofessionals,facingobstaclesalongthecarepathway,ortheburdenoflivingwith,andmanaging,multiple,typicallylife-longconditions.

Suchrich,detailedinsighthelpedsharpenthebrand’spositioningacrossitsdifferentindicationsandthe

communicationofpatient-relevantbenefits,while

ensuringthecustomerengagementstrategywas

alignedwithkeyinterventionpointsalongthiscomplexpatientjourney.

Figure6:Interconnectedcardiometabolicpatientjourney

Initiatetreatmentfor

T2D/renalimpairment

symptoms

HF

Diabetes

CV-met

patient

CKD

Heartfailure

PresentationDiagnosis

apyadjustment

co-morbidities

Ther

for

Tx:Initiationandmaintenance

ILLUSTRATIVE

Intensifiedtherapy

Tx

Specialistreferral:

ophthalmologist

T2D

Dx

Diabeticmacular

oedemasymptoms

Blood

CKD/HF

worsen

CKD

worsens

DxTxDx

Stage1Stage2

Class2

Dx

Cardio.

Blood/ECG

DxTx

Stage3Nephro.

Ongoing

monitoring

EarlyCKDsymptoms

EarlyT2Dsymptoms

eGFR/ACRtest

Asymptomatic

glucosetest

Q

Endo.

confirmed

Class3

GP

Dx

Tx

Tx

Tx

Tx

Tx

Source:IQVIAEMEAThoughtLeadership

PINPOINTINGOPPORTUNITIESINCO-MORBIDSUB-POPULATIONS

Forexample,developersofnoveltherapiesfor

managingbloodpressurewillneedtoidentifyand

targetspecificpatientsegmentswithunmetneed,

suchasahigh-risksub-populationwithCV-riskfactorsandresistanthypertension.Thelatterisdefinedas

uncontrolledbloodpressuredespitetheuseofthreeormoreantihypertensivedrugsofdifferentclasses,

includingdiuretics,long-actingcalciumchannel

blockers,ACEinhibitorsorangiotensinIItypereceptorantagonists,atmaximallytolerateddoses.

UsingIQVIADiseaseAnalyzer(Germany),a

representativedatabaseofgeneralandspecialist

practicesinGermany,whichcapturesanonymised,

patient-leveldataondiagnosesandtreatments

basedonICD-10andATCcodes,IQVIAquantified

overlapbetweenpatientswithresistanthypertensionandhigh-riskhypertensionpatientswithmultiple

CVco-morbidities.ThesepatientsegmentsweresubsequentlymappedagainstGPandcardiologypractices,respectively(seeFigure7).

10|AchievingExcellenceinCommercialisingCardiometabolicInnovation

Figure7:Integratedsegmentation:Hypertensionpatientprofilesvs.HCPspeciality

Practicestreatinghypertension

GPpracticeswithhypertensionpatients*

(901practices=100%)

463practices

(51.4%)

454practices

886practices

(98.3%)

(50.4%)

Resistant

HTNpatients

High-riskpatients

Cardiologists

Hypertensionpatientsseenbycardiologists

(202.3kpatients=100%)

(1.4%)937patients

(0.5%)

Resistant

HTNpatients

Patientpopulationwithhypertension

HypertensionpatientsseenbyGPs

(897kpatients=100%)

79.8kpatients

(8.9%)

28.4kpatients

168kpatients

(18.7%)

(3.2%)

Resistant

HTNpatients

High-riskpatients

34.7kpatients

(17.1%)

High-riskpatients

2.8kpatients

Cardiologypracticeswithhypertensionpatients*

(51practices=100%)

26practices

(51%)

20practices

51practices

(100%)

(39.2%)

Resistant

HTNpatients

High-riskpatients

*Percentagesshowtheproportionofpracticesthatseepatientsineachsegment;

Source:IQVADiseaseAnalyzer(unprojected)|MAT12/2019–MAT11/2023;

Notes:HTN–Hypertension,ICD-10code:I10;highriskHTNpatientswithCV-comorbidities:heartfailure(ICD-10:I50,I11.0,I13.0,I13.2),stroke(I63,I64,G45),CKD(N18).

Thisanalysishighlighted,forexample,that~50%

ofallGPpracticesand~39%ofcardiologypracticesinGermanyseehigh-risk,co-morbidpatientswithresistanthypertension,whileintermsofabsolute

numbersthemajorityofthosepatientsarefound

inthecareofGPs.Typically,GPsmanagetreatmentescalation,includinginitiationofthefourththerapyinresistanthypertensionpatients.GPsmayconsiderspecialistreferralwhenapatient’sbloodpressure

remainsuncontrolled.

SuchinsightformsthebasisforgranularopportunitypinpointingandintegratedHCP/patientsegmentationtoguidefuturecustomerengagementplans.Italsoinformseffectivelydirectingin-fieldactivitiesatthemostimportantprescriberstreatinglargevolumesofhigh-riskpatientswithresistanthypertension.

UNDERSTANDINGHCPNEEDS

ANDPREFERENCES

Asthecardiometaboliclandscapeisbecoming

morecrowdedandcompetitiveintensityincreases

inmanymarkets,successfulcustomerengagement

mustcutthroughthisnoiseanddeliverrelevant,

personalisedcontent,andservices,viaanorchestratedomnichannelapproachthatreflectsprescribers’needsandpreferences.13

OuranalysisofIQVIAChannelDynamics®datafoundasignificantgapexistsbetweenHCPs’channelpreferenceandthepromotionalrealityacrossEU4+UKmarkets,

whichvariesbyHCPspecialty.Forexample,among

relevantHCPspecialtiesforcardiometabolictherapies,nephrologistsreportthehighestlevelofmisalignment,at43%,followedbyendocrinologistsandcardiologistsat41%and40%,respectively,whileGPsreportthelowestlevelofmismatchat33%amongthisgroup.

|11

ArobustunderstandingofHCPneedsandtheir

communicationpreferences,atagranularlevel,iskeyforclosingthisgapandtostandoutinacrowdedfield,beheardandbuilddeeper,lastingcustomerrelationships.

EquallyimportantisinsightintothedriversofHCP

decisionstotailortheportfolio-andindication-

narratives,andcampaigns,formaximumimpact.

Forexample,recentIQVIAprimaryresearch14foundgreatvariationamongUKGPs,endocrinologistsandcardiologistsintheattributesthataremostimportantforthemwhendecidingwhichtreatmenttoprescribeforpatientslivingwithobesity(seeFigure8).

Acustomerprofile-guided,orchestratedomnichannelapproachmustextendbeyondcommercialteams.15

Medicalaffairs’uniquedepthinunderstandingdiseasesandclinicalpractice,combinedwiththeabilitytohavepeer-to-peerdiscussionswithHCPs,iscriticaltoidentifygapsinthestandardofcareandbuildadvocacyfor

newtherapies.Furthermore,medicalaffairsiswell

placedtohelpprescribersnavigateanincreasingly

complexcardiometaboliclandscape,whichisatthe

cuspofseeingcardiometabolicriskmanagementbeingfundamentallytransformed,asweelaboratedearlier.

Figure8:PrescribingdecisiondriversvarybetweenHCPspecialties

Example:Obesity

50%

50%

46%

54%

69%

58%

54%

38%

38%

42%

69%

77%

73%

46%

62%

42%

28%

68%

12%

60%

68%

36%

32%

40%

12%

60%

56%

56%

48%

56%

36%

36%

RecognitionasachronicdiseaseModeofadministrationReimbursement

Costs

Safety/sideeffectconcerns TreatmentneedHealthcarebudget

Patientcomplianceissues/riskofdiscontinuationAddressingthetreatmentgap

Avail