Herceptin 2015 U.S. PROMOTIONAL AUDIT REPORT

Published July 2016 • 27 Pages

The 5 Key Questions Addressed by this Report:

• How many physicians were reached by Herceptin through personal promotion in 2015 and how does this compare to its peer set in the Breast Cancer and Gastric Cancer markets?
• What promotional mix was leveraged (e.g., sales rep detailing, physician education, and paid speaking) and what was the median spend on each type of activity?
• How does Genentech’s depth of coverage vary within key specialties (e.g., Hematology/Oncology, General Surgery, Medical Oncology, Internal Medicine, and Pathology) and how does this compare to its peers and the overall set of rep-accessible physicians?
• How often are physicians receiving paid meals for Herceptin throughout the year (e.g., monthly, quarterly, annually)?
• Who were the most detailed prescribers and top paid speakers/consultants for Herceptin in 2015?

Data Sources and Methodology:

• MDDetails leverages company-reported financial transaction data disclosed through CMS Open Payments. This data set captures all transfers of value (e.g., speaking fees, consulting fees, travel, education, and meals) made on behalf of a drug or device manufacturer to a physician. Currently, 30 months of longitudinal data is available – covering payments to more than 800,000 U.S. healthcare professionals.
• Over 2,200 paid interactions across 1,300 physicians made on behalf of Herceptin were carefully examined to support our analysis. In addition, interaction data from 10 peer products (e.g. Abraxane, Afinitor, Avastin, Cyramza, Fareston, Faslodex, Halaven, Ibrance, Kadcyla, and Perjeta) was leveraged to provide benchmarking and market insights.