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Soutenance thèse MKT TBS

Joann Sidi Boulenoua

Created on September 6, 2024

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Transcript

LANCEMENT D’UNE INNOVATION THERAPEUTIQUE : ETUDE DE CAS DE SCYOVA®(Foslévodopa/Foscarbidopa)DANS LA MALADIE DE PARKINSON AU STADE AVANCÉ

Soutenance 19 septembre 2024

Start

Etudiant : Joann SIDI BOULENOUAR Tutrice: Christine MARTY Manager : Thomas STEINMETZ

1.

Introduction

SOMMAIRE

2.

Le cas de SCYOVA

3.

Retour des entretiens

4.

Recommandations
Conclusion & perspectives

5.

1.Introduction

1.

Introduction

SOMMAIRE

2.

Le cas de SCYOVA

3.

Retour des entretiens

4.

Recommandations
Conclusion & perspectives

5.

Introduction

La maladie de Parkinson

Introduction

La maladie de Parkinson

Introduction

La maladie de Parkinson

Introduction

Introduction

La maladie de Parkinson

Symptômes moteurs :

Introduction

La maladie de Parkinson

Symptômes non moteurs :

Introduction

La maladie de Parkinson

10

Introduction

11

Introduction

La maladie de Parkinson

Objectif : Analyser les stratégies de lancement de ce médicament, d'identifier les défis spécifiques à surmonter, et de proposer des recommandations pour optimiser son introduction sur le marché

12

2.Le cas de scyova

1.

Introduction

SOMMAIRE

2.

Le cas de SCYOVA

3.

Retour des entretiens

4.

Recommandations
Conclusion & perspectives

5.

13

SCYOVA

  • Solution pour perfusion sous-cutanée continue 24 heures sur 24
  • Combinaison : foslévodopa et foscarbidopa

Lévodopa : Soulage les symptômes de la maladie de Parkinson Carbidopa : Ne franchit pas la barrière hémato-encéphalique

14

Les principaux défis du lancement

  1. Ciblage
  • Patients à un stade avancé de la maladie, pour qui les traitements oraux traditionnels ne sont plus suffisamment efficaces.

Etude épidémiologique

15

Les principaux défis du lancement

2. Positionnement
  • Chez des patients non éligibles à la stimulation cérébrale profonde
  • En cas de contre-indication, d’intolérance, d’échec à l’apomorphine en perfusion sous-cutanée continue, voire en alternative.
  • Le patient doit :
    • être capable de comprendre et d’utiliser le système d’administration lui-même ou avec l’aide d’un aidant
    • être formés à l’utilisation correcte de SCYOVA® et du système d’administration avant l’instauration du traitement

16

Les principaux défis du lancement

3. Différenciation par rapport aux autres traitements

Utilisation

Profil de sécurité

Invasivité

Facilité et simplicité

Confidentialité du traitment

17

Les principaux défis du lancement

4. Complexité des dispositifs médicaux associés

La pompe VYAFUSER

Frein à l'adoption ?

18

Stratégie de communication

Les principaux leviers à considérer

19

Mise en place de la stratégie de communication

4 piliers à mettre en place :

DIFFERENCIATION

ACCES

SOUTIEN

EXPANSION

20

3.Résultats des entretiens qualitatifs

1.

Introduction

SOMMAIRE

2.

Le cas de SCYOVA

3.

Retour des entretiens

4.

Recommandations
Conclusion & perspectives

21

5.

Résultats des entretiens qualitatifs

Retour des Neurologues

Connaissance et perception

Adoption et intégration

Retour des chefs de produit

Positionnement du produit

Communication avec les PDS

Gestion de la concurrence

22

Conclusion de l'analyse qualitative

SCYOVA une innovation prometeuse

Neurologue attentifs à la formation des patients

Chef de produit : focus sur le positionnement du produit

23

4.Recommandations

1.

Introduction

SOMMAIRE

2.

Le cas de SCYOVA

3.

Retour des entretiens

4.

Recommandations
Conclusion & perspectives

5.

24

Recommandations

Renforcement des programmes de formation

Collaboration précoce avec les experts

+ INFO

+ INFO

Communication multicanale

Création d’équipes pluridisciplinaires

+ INFO

+ INFO

25

conclusion & perspectives

1.

Introduction

SOMMAIRE

2.

Le cas de SCYOVA

3.

Retour des entretiens

4.

Recommandations
Conclusion & perspectives

26

5.

Conclusion et Perspectives

Neurologues et chefs de produit

SCYOVA

Perspectives

Avantages notables Adoption dépendant de la capcité à faire face aux obstacles

Ouvert à l'utilisation de SCYOVA Stratégie de communication (digital + intéractions directs)

Internationale : Analyse comparative avec d'autres marchés européens Identification des tendances à adapter dans la stratégie de lancement

27

MERCi pour votre attention

Objective 2

Objective 1

Objective 3

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If you’re going to present live, we recommend training your voice and rehearsing; the best improvisation happens when you’re prepared!

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Show enthusiasm, smile, and maintain eye contact with your audience. 'The eyes, chico. They never lie.’ You’re bound to impress.

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Enter an address. The street, the number, the postal code... You know!

@yourtwitterorInstagramAccount www.yourwebpage.com

Positionnement du produit

Stratégie de communication pour SCYOVA ?

  • Communication avec les Neurologues +++
  • Mise en avant de l'efficacité
  • Une communication accès sur la praticité
Positionnement du produit

Gestion des concurents de SCYOVA ?

  • Autres traitements déjà exitent
    • SCP
    • Apomorphine
  • Positionner SCYOVA comme une alternative
  • Accent sur la différenciation
    • Administration unique
    • 24h
Adoption et Intégration dans la pratique clinique
  • Réticence des patients à changer de traitement
  • Complexité de la gestion des dispositifs médicaux
  • Importance d'une formation pour les PDS
  • Nécessité de supports techniques et éducatifs
  • Complexité du dispositif
  • Coordination étroite avec les prestataires de soins
  • Intégration de SCYOVA avant DUODOPA
  • Administration moins invasive
  • Amélioration de la qualité de vie des patients

Avis partagés des Neurologues :

  • Nécessité de formations
  • Présence de matériels éducatifs
  • Réticence des patients à changer de traitement
  • Formation nécessaire (DM)
  • Potentiel de SCYOVA dans l'amélioration de la QDV
  • Remplacement des traitements comme l’apomorphine

Collaboration précoce avec les experts

  • Impliquer les Neurologues
  • Obtenir le soutien des experts

Got an idea?

Use this space to add awesome interactivity. Include text, images, videos, tables, PDFs... even interactive questions! Premium tip: Get information on how your audience interacts with your creation:

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Got an idea?

Let the communication flow!

With Genially templates, you can include visual resources to wow your audience. You can also highlight a particular sentence or piece of information so that it sticks in your audience’s minds, or even embed external content to surprise them: Whatever you like! Do you need more reasons to create dynamic content? No problem! 90% of the information we assimilate is received through sight and, what’s more, we retain 42% more information when the content moves.

  • Generate experiences with your content.
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  • Make sure your audience remembers the message.

Got an idea?

Let the communication flow!

With Genially templates, you can include visual resources to wow your audience. You can also highlight a particular sentence or piece of information so that it sticks in your audience’s minds, or even embed external content to surprise them: Whatever you like! Do you need more reasons to create dynamic content? No problem! 90% of the information we assimilate is received through sight and, what’s more, we retain 42% more information when the content moves.

  • Generate experiences with your content.
  • It’s got the Wow effect. Very Wow.
  • Make sure your audience remembers the message.
  • Soutien constant et personnalisé
  • Minimiser les effets indésirables
  • Maximiser les bénéfices du traitement.

Programme d'apprentissage

  • Positionner SCYOVA® comme une solution nouvelle
  • S’appuyer sur l’efficacité de SCYOVA, de son profil de sécurité

Traitement de choix

  • Amélioration de l'akinésie matinale
  • Adaptation du traitement à chaque patient

Administration continue sur 24h

Création d’équipes pluridisciplinaires

  • Neurologues, infirmières, prestataire de santé
  • Assurer le suivi du traitement et du dispositif
Positionnement du produit

Comment positionner SCYOVA ?

  • Solution spécialisée
  • Segment précis de patients atteints de la MP
  • Solution de seconde intention

SCYOVA se différencie des autres traitements

Limitation de la portée commerciale

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With Genially templates, you can include visual resources to wow your audience. You can also highlight a particular sentence or piece of information so that it sticks in your audience’s minds, or even embed external content to surprise them: Whatever you like! Do you need more reasons to create dynamic content? No problem! 90% of the information we assimilate is received through sight and, what’s more, we retain 42% more information when the content moves.

  • Generate experiences with your content.
  • It’s got the Wow effect. Very Wow.
  • Make sure your audience remembers the message.

Got an idea?

Use this space to add awesome interactivity. Include text, images, videos, tables, PDFs... even interactive questions! Premium tip: Get information on how your audience interacts with your creation:

  • Visit the Analytics settings;
  • Activate user tracking;
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Use this space to add awesome interactivity. Include text, images, videos, tables, PDFs... even interactive questions! Premium tip: Get information on how your audience interacts with your creation:

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  • Let the communication flow!

Got an idea?

Use this space to add awesome interactivity. Include text, images, videos, tables, PDFs... even interactive questions! Premium tip: Get information on how your audience interacts with your creation:

  • Visit the Analytics settings;
  • Activate user tracking;
  • Let the communication flow!

Got an idea?

Let the communication flow!

With Genially templates, you can include visual resources to wow your audience. You can also highlight a particular sentence or piece of information so that it sticks in your audience’s minds, or even embed external content to surprise them: Whatever you like! Do you need more reasons to create dynamic content? No problem! 90% of the information we assimilate is received through sight and, what’s more, we retain 42% more information when the content moves.

  • Generate experiences with your content.
  • It’s got the Wow effect. Very Wow.
  • Make sure your audience remembers the message.

Got an idea?

Let the communication flow!

With Genially templates, you can include visual resources to wow your audience. You can also highlight a particular sentence or piece of information so that it sticks in your audience’s minds, or even embed external content to surprise them: Whatever you like! Do you need more reasons to create dynamic content? No problem! 90% of the information we assimilate is received through sight and, what’s more, we retain 42% more information when the content moves.

  • Generate experiences with your content.
  • It’s got the Wow effect. Very Wow.
  • Make sure your audience remembers the message.

Got an idea?

Let the communication flow!

With Genially templates, you can include visual resources to wow your audience. You can also highlight a particular sentence or piece of information so that it sticks in your audience’s minds, or even embed external content to surprise them: Whatever you like! Do you need more reasons to create dynamic content? No problem! 90% of the information we assimilate is received through sight and, what’s more, we retain 42% more information when the content moves.

  • Generate experiences with your content.
  • It’s got the Wow effect. Very Wow.
  • Make sure your audience remembers the message.

Got an idea?

Use this space to add awesome interactivity. Include text, images, videos, tables, PDFs... even interactive questions! Premium tip: Get information on how your audience interacts with your creation:

  • Visit the Analytics settings;
  • Activate user tracking;
  • Let the communication flow!

Got an idea?

Let the communication flow!

With Genially templates, you can include visual resources to wow your audience. You can also highlight a particular sentence or piece of information so that it sticks in your audience’s minds, or even embed external content to surprise them: Whatever you like! Do you need more reasons to create dynamic content? No problem! 90% of the information we assimilate is received through sight and, what’s more, we retain 42% more information when the content moves.

  • Generate experiences with your content.
  • It’s got the Wow effect. Very Wow.
  • Make sure your audience remembers the message.

Got an idea?

Use this space to add awesome interactivity. Include text, images, videos, tables, PDFs... even interactive questions! Premium tip: Get information on how your audience interacts with your creation:

  • Visit the Analytics settings;
  • Activate user tracking;
  • Let the communication flow!

Got an idea?

Let the communication flow!

With Genially templates, you can include visual resources to wow your audience. You can also highlight a particular sentence or piece of information so that it sticks in your audience’s minds, or even embed external content to surprise them: Whatever you like! Do you need more reasons to create dynamic content? No problem! 90% of the information we assimilate is received through sight and, what’s more, we retain 42% more information when the content moves.

  • Generate experiences with your content.
  • It’s got the Wow effect. Very Wow.
  • Make sure your audience remembers the message.

Renforcement des programmes de formation et d'accompagnement

  • Développer des programmes de formation (ex : gestion du dispositif)
  • Présence d'un accompagnement régulier

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Connaissance et Perception de SCYOVA® (Foslévodopa/Foscarbidopa)

Comment les neurolgues ont découvert SCYOVA ?

  • Etudes cliniques
  • Echanges avec des experts

Quelle perception les neurologues ont de SCYOVA ?

Avis partagés des Neurologues :

  • Une avancée majeure
  • Pour les patients ne tolérant plus d'autres options
  • Administration simplifiée grace à la sous cutané
  • Efficacité comparable de SCYOVA® à Duodopa®
  • Sur les attentes des patients
    • Une meilleure gestion des fluctuations motrices
    • une réduction des effets indésirables
  • Important de fournir un soutien complet (formations, supports techniques adaptés...)
  • Inquiétudes quant aux effets indésirables cutanés et aux hallucinations liées

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Résultat de l'étude épidémiologique

En 2020 : environ 175 000 personnes étaient traitées pour une MP en FranceDont 5% des patients étaient atteint d’une MP à un stade avancé.Parmis eux 27% :

  • Non éligibles,
  • Intolérants
  • Présentent une contre-indication à ces traitements
  • En échec à un traitement par apomorphine ou SCP
Patients éligibles : Environ 2000

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With Genially templates, you can include visual resources to wow your audience. You can also highlight a particular sentence or piece of information so that it sticks in your audience’s minds, or even embed external content to surprise them: Whatever you like! Do you need more reasons to create dynamic content? No problem! 90% of the information we assimilate is received through sight and, what’s more, we retain 42% more information when the content moves.

  • Generate experiences with your content.
  • It’s got the Wow effect. Very Wow.
  • Make sure your audience remembers the message.

Got an idea?

Let the communication flow!

With Genially templates, you can include visual resources to wow your audience. You can also highlight a particular sentence or piece of information so that it sticks in your audience’s minds, or even embed external content to surprise them: Whatever you like! Do you need more reasons to create dynamic content? No problem! 90% of the information we assimilate is received through sight and, what’s more, we retain 42% more information when the content moves.

  • Generate experiences with your content.
  • It’s got the Wow effect. Very Wow.
  • Make sure your audience remembers the message.

Pilier 3 : le soutien aux patients

  • Mise en place du programme d’apprentissage
  • Soutiens des patients par les équipes médicales

Stratégie de communication multicanale

  • Digital (Mass mailing)
  • Face/Face :
    • Présentation de la pompe
    • Etude de cas

Pilier 1 : l'accès

  • Disponiblité du traitement et du DM dans chaque centre
  • Assurer une livraison simple
    • Pharmacie
    • Domicile

Pilier 2 : la différenciation

  • SCYOVA : Première et seule thérapie sous-cutanée à base de lévodopa sur 24h
  • Se concentrer sur les centres experts : 1er inititeurs
  • Soutien des PDS : prévention des EIs

Got an idea?

Use this space to add awesome interactivity. Include text, images, videos, tables, PDFs... even interactive questions! Premium tip: Get information on how your audience interacts with your creation:

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  • Activate user tracking;
  • Let the communication flow!

Got an idea?

Let the communication flow!

With Genially templates, you can include visual resources to wow your audience. You can also highlight a particular sentence or piece of information so that it sticks in your audience’s minds, or even embed external content to surprise them: Whatever you like! Do you need more reasons to create dynamic content? No problem! 90% of the information we assimilate is received through sight and, what’s more, we retain 42% more information when the content moves.

  • Generate experiences with your content.
  • It’s got the Wow effect. Very Wow.
  • Make sure your audience remembers the message.

Pilier 4 : l'expansion du marché

  • Identification des patients atteints de MP aux stades avancés
  • Prépration en amont des Neurologues