MRVertex: Targeting & Understanding

MRVertex: Getting to the Optimal Point

  • Non-adherence in the US results in hundreds of billions of dollars in medical expenses each year, and causes around 125,000 deaths. At MRVertex, we've been working on research to improve adherence for over 10 years. We have worked with most of the major pharmaceutical, biotech and medical device companies along the way. We also work with public sector organizations to develop compliance programs.
  • Our models help determine the best actions to take to improve adherence, and provide estimates of the ultimate financial benefit of different solutions.
  • Much adherence research, and the interventions that come out of it, is focused on transactional structures (whether and when a prescription was filled and refilled, etc.), and on physical initiatives to improve compliance (often, technology to remind a patient to take medication). This work is based off of analysis of pharmacy switch data.

  • We look at the emotional underpinnings to the behavioral choices made by patients and physicians. Our work focuses on understanding the patient experience of conditions, the relationship between physicians and patients, and the relationship between physician, patient and various treatments. We develop strategies to improve communication and comprehension by analyzing rational and non-rational pathways to adherence or non-adherence.
  •  Key to our work is an assessment of relationships and emotions that impact adherence:
    • What is the patient's emotional relationship to his/her condition?
    • How strongly do patients believe in the ability of medical science to provide treatment?
    • What is the relationship between the patient and the physician?
    • How do patients and physicians communicate with each other?
    • Ultimately: Why are patients non-adherent?
  • Our firm includes experts in qualitative research (interviews, focus groups) and quantitative research (large sample surveys and statistical models). We have developed experimental methods for assessing responses to stimuli and situations.
  • We're experts in two things: the healthcare market, both in the US and globally, and market research, including an array of high and low-tech versions of it. From the smallest startups wanting to launch (or secure funding for) a medical device or healthcare IT product,  to the largest pharmaceutical and biotech firms in the world, we've helped many firms solve a problem or two, or twenty. We try to be creative about it, without going overboard, and we like to have fun doing our work. 

  • On the market research side, we've built and managed companies around the world. From boutique qualitative shops to global panel management companies, we've never shied away from challenges in this very competitive business.
  • We utilize efficient approaches, including online qualitative, mobile surveys, and a lean structure relying on partnerships with the best operations groups in the industry.
  • We started with a complex idea that isn't that complex. "Scalability" in research does not equal quality, and it doesn't equal depth or acuity of thought. So, to better service our clients, we threw out the scalability with the bathwater.
  • Our research is built off years of experience of all kinds, from concept initiation to  product tracking and repositioning.
  • It doesn't mean we don't believe in efficiency. We manage technology, sample and data processing through other, specialized, firms. It's the  most efficient way to get high quality research done. We provide our clients with knowledge, not code. 
  • Our approach has several advantages: we aren't pretending to be a technology company, we rely on others who are better at technology to do that for us. We aren't a sample company. Too many research firms have become mired in a pretense at panel management. The claims about what their panels offer are often misleading, if not downright dishonest. You'll hear a research company claim their panel includes "400,000 healthcare providers" but when you probe, you'll find that 370,000 of them haven't participated in research in more than a year. So is the "panel" 400,000 or 30,000? 
  • At MRVertex we find the best sources of sample, programming, and data processing, and work closely with them so that our clients are getting the highest quality information possible. Our job is to work with our clients: understand where they need to get, and help get them there. When things in the marketplace change, we aren't forced to retool our panel, restructure our technology team, or upgrade our DP software packages. We let other people take care of that. Our job is to help you prepare your product or company for market, and once out there, to understand its position and help you maintain or grow its customer base.
  • On the pharma side, we have taken products from early phase II, where the chances of eventually arriving on the market are slight, through to the end of the product's viable lifecycle, where strategy involves maximizing incremental revenue. We've worked with companies to define their portfolio and lifecycle strategies, and we've worked with them on the taglines of their DTC ads.


"John Mitchell is a very talented business leader and market research consultant. He has demonstrated, on multiple occasions, that he knows how to effectively lead cross-functional teams and tackle tough business questions."

Henry Washington 
Market Research, Eli Lilly

Please contact
John Mitchell
consulting@stonearabia.com
973-967-0032

Methods and Approaches

Segmentation

Stone Arabia Consulting has developed trademarked segmentation models that offer distinct advantages over traditional segmentation methods. 

  • Depending on the market, we can segment across multiple targets using a single, multi-faceted model.
  • Our model includes, as appropriate, emotional factors necessary to the elaboration of brand strategy. Our method is proprietary and unique in this regard.
  • We analyze behavioral and attitudinal data in addition to emotional factors for a comprehensive analysis of the market situation.


Startup Research

Investing in healthcare startups has nearly quadrupled in the past year.

You're a healthcare startup. MRVertex understands where you're coming from.  Across the leadership team we've each started one or more companies and built several of them to successful exit.  We know there's no written plan for what you need to get done. The new world of startups is all about defining market opportunity and figuring out how your product is going to take advantage of that whitespace. Then, crucially, you'll need to identify potential customers.

Our team has worked with countless emerging healthcare companies to understand market need for your product. We'll conduct a small project to start, the proof of concept work, which will guide your decisions going forward and can help you raise new capital or bring new partners on board.

We know that your finances are probably limited and we're experienced at figuring out how to get questions thoroughly answered using creative approaches that don't drain your next round of financing before you've completed it.

Depending on the direction your product, application, technology, etc., might take, we can conduct research with physicians and/or other HCPs, general consumers or patients suffering from a particular disease, as well as specific demographics e.g., seniors or different ethnic groups. We are also skilled at conducting B2B research with executives in a wide variety of verticals, including managed care, hospitals and clinics, and employers.


Customer Perspectives Research™

Patient and Physician communication is famously haphazard and disjointed, causing serious problems with adherence. Physicians are intimidated to tell patients the truth about diagnoses and treatments. Patients, whatever the physicians tell them, often either don't understand, or quickly forget, what they were told, no matter how important the implications. 

When emotional and non-rational levers are utilized in physician-patient communication, including visual tools, explanation and comprehension/ retention improve significantly. This has a significant positive impact on compliance and adherence rates.

Our research method looks at underlying emotional levers and symbolic discourse in an effort to improve communication channels, thus adherence. We have developed a proprietary method that quantifies emotional variables and dialog.


Therapeutic Experience

   Oncology    
  • Prostate Cancer
  • Breast Cancer
  • GIST
  • Colon and Rectal Cancers
  • Bladder Cancer
  • NSCLC
    Hematology    
  • Iron Deficiency Anemia
  • Acute Myelogenous Lukemia
  • Chronic Myelogenous Lukemia
    Immunology    
  • Rheumatoid Arthritis
  • Psoriasis
  • Crohn's disease
  • Vasculitis
  • IBD
  • Ulcerative colitis
    Respiratory    
  • Asthma
  • COPD
  • Allergies
  • Obstructive Sleep Apnea
  • Smoking Cessation
  • Pneumonia/HAP
  • Chronic and Acute Bronchitis

  Cardiovascular   
  • Atrial Fibrillation
  • Acute Coronary Syndrome (ACS)
  • Dyslipidemia
  • Hypertension
  • Heparin Induced Thrombocytopenia
  • Acute Heart Failure
    Infectious Disease    
  • AIDS
  • Nosocomial Infections
  • MRSA
  • Influenza
  • Severe Sepsis
  • Pneumonia
    Orthopedics/Surgery    
  • Joint replacement
  • Bisphosphonates
  • Spinal surgery
  • Robotic surgery
  • Bariatric Surgery
  • Laparoscopic instruments
  • Hernia
    Managed Care    
  • New Drug Acceptance
  • Reimbursement
  • Formularies

   Metabolic   
  • Obesity
  • Metabolic Syndrome
  • Diabetes
  • SIADH
    Women's Health    
  • Labor and delivery
  • Induction
  • Prolapse
  • Hormone Replacement Therapy
  • Birth Control
    CNS    
  • Epilepsy
  • Schizophrenia
  • Parkinson's Disease
  • Alzheimer
  • Depression
  • Anxiety
  • Sleep disorders
  • RLS
    Healthcare Reform    
  • ACOs
  • Practice Transformation
  • Electronic Medical Records
  • Public Opinion (HCPs and Consumers)
    Women's Health    
  • Psoriasis
  • Eczema
  • Dermal Fillers
  • Botulinim
  • Acne

Leadership

John Mitchell

John Mitchell has worked in market research for over 20 years and has focused for the past 11 years on the life sciences sector. He is the founder of MRVertex. He has spoken at national conferences on US and European healthcare policy and institutional practices. His focus for many years has been bringing brands from Phase II to communication preparedness. John has extensive global experience, having worked for ten years in Europe in addition to the many international studies he has managed from the US.

John has directly and indirectly designed, managed and overseen hundreds of studies for pharmaceutical, medical device and biotechnology firms. He has deep experience in oncology, cardiovascular, immunology, metabolic, CNS disorders and many other areas.

Previously, John led the custom research group at HRA, a medical market research firm, built the pharmaceutical practice at consumer agency BuzzBack, and was Senior Manager for Pre-Launch Brand Research at Sanofi.

Prior to working in healthcare, John worked in consumer packaged goods, information technology, luxury goods and other verticals.

He graduated from Hampshire College, studied for a year at the Sorbonne (Nouvelle) in Paris, and is currently completing an Executive MBA in Healthcare Management at Yale University.


Janice Marcus, Ph.D

Janice is responsible for advanced analytics and methodologies at MRVertex.

Janice received her doctorate in psychology from Yale University and has over 25 years of experience in marketing research. Her training and experience have been focused on the design and analysis of research requiring complex multivariate techniques. 

Janice has worked on a broad range of pharmaceutical categories in hospital and retail settings and project types (including: A & U’s, market segmentation, market share estimation, pricing, and positioning). She has served as a consultant for research companies, corporations, and law firms providing advice on research design, analysis and marketing implications. 

Janice has also published a number of articles on marketing issues.

Doreen Wolpert

Doreen Wolpert has extensive experience designing and executing research, as well as providing strategic insights and direction to clients in the healthcare industry. For many years she ran the healthcare business at IFOP NA, based in Toronto, which she started and developed into a multi-million dollar business unit. Prior to IFOP, she was a partner at Canada Market Research, acquired by IFOP in 1999.

Over the years, Doreen has carried out research for most of the leading global pharma companies, as well as for numerous medical device, pharmaceutical specialty and healthcare startup companies.

Doreen is a highly experienced and capable moderator for qualitative research, and also designs and analyzes quantitative studies. She is a specialist in positioning research and communication platform development. She is global in her perspective, both from a cultural as well as a business point of view. Prior to leaving IFOP in 2011, her main responsibility was global business development working closely with multi-national teams and global clients in the US and Europe.

She has lived and worked in South Africa, the UK and Canada. Doreen is a graduate of the University of Witwatersrand, Johannesburg.


Kevin Umeh, Special Advisor

Kevin Umeh acts as an advisor to MRVertex, LLC, on matters of strategy, financing and corporate development.

He was formerly CEO of Cint USA, Inc. a provider of SaaS---based tools for supply chain management and automation of online market research. In this capacity he served as a member of the Advertising Research Foundation’s (ARF) ORQC Industry Solutions Committee and is a member of the ESOMAR Project Team for Internet Research Guidelines. While at Cint USA Kevin managed clients including: Publicis, Media Brands, Ipsos and Synovate. 

Previously, Kevin was a partner in the Media and Private Equity practices at Heidrick & Struggles working on convergence and digital transformation roles for the marketing, communications and media industries. He led successful searches for clients including: Amazon.com, Ogilvy, McGraw---Hill, The Coca---Cola Company, Lehman Brothers Merchant Banking, Investcorp, UBS, and BusinessWeek. Kevin has more than two decades of experience working as an advisor to major corporations on issues involving strategy, digital marketing and communications. These responsibilities have extended to companies throughout the US and Europe, ranging from ABN AMRO, Warner Music and NBC, to Sony Pictures, AT&T and Reed/Elsevier. 

Prior to joining the New York Office of Heidrick & Struggles, Kevin was a Managing Director leading the marketing strategy consultancy at Havas SA. As an entrepreneur, Kevin founded a youth-focused online market research company. Before that he held several senior management positions in Viacom’s digital and publishing businesses (Simon & Schuster, Macmillan Digital) and worked as a strategy consultant in the media and entertainment practice at Coopers & Lybrand. Kevin has been frequently quoted on media, marketing and consumer research. His insight has appeared in The New York Times, The Wall Street Journal, CNN, Advertising Age, American Demographics and Fortune Magazine, among others.

Kevin lives in Connecticut with his wife and two sons. He holds an MBA from the University of Chicago Graduate School of Business and a BA from Dartmouth College. He enjoys travel, cooking, and running marathons. Kevin speaks fluent French and carries passports from the United States and Nigeria. 


The Research Phases

From Landscape....

Stone Arabia

Market Landscape
Unmet Needs
Patient Flow
Market Defining Emotions™
Institutional strategies
Customer Perspectives Research™
KOL identification



...Segmentation and Targeting...

Profile Assessment Qualitative Positioning
Quantitative Positioning
Market Segmentation
Emotional Factors Segmentation™
Forecasting
Competitive Intelligence
Formulary strategies



... To Post-Launch Strategies

ATU tracking
Customer Satisfaction
Adherence modeling
Publication reviews

Research Tools


Sampling Methods

Stone Arabia Consulting takes advantage of modern sampling sources, using the best online panels of physicians and patients as the basis for most of its research work. In addition, we develop custom sample designs in consultation with clients, relying on other sample sources. We know the sample sources and have worked with them for years and choose each for their individual strengths. We are not a panel company and focus our work on research design and analysis.



MRVertex

25 1/2 Colles Avenue

Morristown, NJ 07960

Phone: 973-967-0032 

consulting@stonearabia.com