Longitudinal Tracking of Market Share

An effective assessment of market share is a vital tool that identifies areas of opportunity or challenge within a strategic marketing program. However, not all pharmaceutical markets have secondary sources of data from which to derive market share. The solution is often a longitudinal tracking study, which can provide the decision maker with a prolific source of market share information.

A recommended methodology for capturing market share information in this environment is the patient diary study:

Step 1: Physician practices are recruited and one designated staff member (physician, nurse or other qualified representative) submits a brief practice profile for an initial honorarium

Step 2: The designated staff member submits diary sheets containing 8 - 10 data points for a specific number of patients treated for a particular disease state or drug class

Step 3: Once all diary sheets have been received from the practice, honoraria is distributed based on the number of completed diary sheets submitted

Key requirements for this type of longitudinal tracking program include:

• Sample selection should be representative of the prescribing physician population;
• Sample should remain consistent between measurement intervals to ensure that the change in market share is accurately reflected;
• Market share data should be collected continuously to allow for an accurate representation and to precisely identify any market trends;
• Patient inclusion parameters should be established to insure accurate reflection of patient volume and most up-to-date patient information; and
• Diary instruments should be devised in such a way that they include the most relevant information while also allowing for ease of completion.

Results are analyzed and projected across the market based on clearly identified parameters (e.g. number of physicians practicing in a particular specialty, total estimated patient universe, etc.). Once the baseline market share measures have been established, subsequent "waves" will allow tracking of market trends and share as well as better identifying practice demographics that may affect market share. Thus, the longitudinal patient diary program provides consistent market share and trend information that enhances the ability to address market conditions while planning for future initiatives.