Zelboraf 2015 U.S. PROMOTIONAL AUDIT REPORT

Published July 2016 • 25 Pages

The 5 Key Questions Addressed by this Report:

• How many physicians were reached by Zelboraf through personal promotion in 2015 and how does this compare to its peer set in the Melanoma market?
• 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 Daiichi Sankyo and Genentech’s depth of coverage vary within key specialties (e.g., Hematology/Oncology, Medical Oncology, Dermatology, and Internal Medicine) and how does this compare to its peers and the overall set of rep-accessible physicians?
• How often are physicians receiving paid meals for Zelboraf throughout the year (e.g., monthly, quarterly, annually)?
• Who were the most detailed prescribers and top paid speakers/consultants for Zelboraf 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 2,400 paid interactions across 1,400 physicians made on behalf of Zelboraf were carefully examined to support our analysis. In addition, interaction data from 9 peer products (e.g. Imlygic, Intron A, Keytruda, Mekinist, Opdivo, Proleukin, Sylatron, Tafinlar, and Yervoy) was leveraged to provide benchmarking and market insights.