Insights to Value Part III: from Contextualization to Assessing

There are numerous approaches and strategies to gain insights. We at Healthanschauung think that insights need to be brought to strategy.

Insights need to be assessed, weighed or rated to estimate their importance for the different stakeholders and to understand their potential in the real-world. Only those insights that have a clear influence on decisions related to the product or service in questions are valuable determinators for strategic decisions.

Potential of an Insight in the Complex Cardiorenal Field?

Assessing the potential of insights is no easy task. For the healthanschuung team, the value of an insight lies in its potential to have a positive impact on the company’s business objectives. Consequently the potential is clearly related to the product or service in question.

In this sense an insight represents an opportunity.

What determined the potential of an insight

  • Impact: decisions that are influenced by the insights
  • Actionability: possibility to optimize the marketing strategy for the product or finding a targeted positioning
  • Efficacy: activation of sales, influence on time-investment, optimization of structures

Insights to Value in the Cardiorenal Field

In the cardiorenal field, especially for hyperphosphatemia and hyperkalemia, insights concerning efficacy, compliance, side-effects or copay play an important role.

However, they might have a different impact for the different stakeholders (e.g. HCPs and patients). A bi-directional analysis is therefore necessary to extract the most impacting insights.

Those insights that meet the needs of all involved stakeholders have the greatest impact.
We consider as qualitatively valuable those that unite the needs of all stakeholders and can be answered by the product. Only insights that relate to the product in question are actionable. As a result, the insights which qualitatively have the greater impact need to be cross-checked with the product capabilities.

Once insights have been assessed in terms of their qualitative impact and actionability, they need to be quantified to understand their potential in terms of efficacy. They need to be translated into efficacious entities (e.g. segments) that offer sufficient potentials to have a positive influence on the sales of the product.
As highlighted in this series, the value of insights is consequently a complex image of 3 levels.

  • Detection of relevant insights (here most approaches lie their focus and stop),
  • Contextualization of the insights
  • Assessment of potential of an insight

The pure detection of insights is not enough; only if the 3 levels are checked can an insight be considered as valuable.

 

Contact us if you want to know more about our hyperkalemia and hyperphosphatemia PROfilers.