Kineticos is a dedicated life sciences and healthcare consulting practice.
We help our sponsors drive strategic, sustainable and profitable growth.
Kineticos understands what it takes to be successful in the life sciences and healthcare marketplace, and we provide the services that enable our sponsors to reach their optimal performance goals.
As experienced life science leaders, we foster intellectual capital and collaboration to improve performance. With active engagement and proven results, Kineticos joins with industry executives and teams to provide the strategic path for faster and better solutions. We understand the science behind our sponsors' business and the business behind their science.
We believe in collaborating with our sponsors to solve the most difficult problems they face. We do this to improve the lives of patients worldwide today, tomorrow, always.
Perform services that are integral to our sponsors' business success. As industry experts, we share a responsibility with our sponsors to operate effectively and efficiently while driving results.
Take a strategic leadership approach. The projects we take on consist of the most critical and challenging problems facing our sponsors. Our progressive, fact-driven approach to management strategies and best practices enables us to provide credible solutions that sponsors can get behind.
Bring the best to all sponsors. We know there is no "one size fits all" formula for every sponsor. We ensure the highest quality of service and bring together the best talents for the best solutions.
Develop and foster our internal knowledge. Our scientific expertise and innovative business strategies are the foundation of our company. We cultivate continued learning for the benefit of our sponsors and to advance the life sciences and healthcare industry overall.
We apply our experience from across the life science market to analyze data, identify critical patterns and conclusions, and clearly synthesize and communicate key implications.
We develop targeted and completely customized solutions to solve our sponsors' problems based on our intensive data-driven diagnostics approach.
We see ourselves as stakeholders in successful outcomes , and we support and lead these critical projects from beginning to end and beyond.
We develop, implement, and closely review project KPIs to ensure growth. Our proven experience enables us to strategically identify and resolve any future issues.
Given the lack of IT enabled oversight, the testing costs were determined manually. Then for the entire test menu, potential out-sourcing labs were sent an RFP. These labs responded with proposed pricing for out-sourced tests. Kineticos and a client team went through the menu test by test to optimize the overall menu. Three strategies were employed to maximize cost-effectiveness:
• For each test: perform in-house or out-source
• For out-sourcing, optimize vendor
• Change test platform to lower cost if test result quality is the same/improved
Client reduced overall costs by 25% without any loss of capacity or quality. Kineticos has been asked to analyze other processes within the client.
Created an internal Sales Support Team made up of specialists from all stakeholder groups critical to the success of the proposal and project [e.g., Program Management/Project Monitoring/Data Management/Pricing/Biorepository]. Some of the Team were recruited internally, some externally to meet the critical needs of the project. Sales Support Team identified and implemented Best Practices [both internal and external] for all inputs into the RFP response process.
Sales Support Team generates all proposals globally that are accurately priced, fully responsive to all aspects of RFP. Win rate and profitability of projects improved, as well as freeing up BD Directors to increase sales.
Strategies were employed to drive profitability, increase performance, and re-energize the field sales team:
• Re-conducted market research for a more relevant core message and new packaging
• Built new brand strategy on an efficacy data point that was unique to the new therapy and resonated with customers
• Re-launched new color packaging to increase differentiation from OTC product
• Re-evaluated customer target lists and private payer accounts to increase profitability
• Narrowed current target lists to loyalists only to increase uptake and maximize limited resources
• Shifted focus to commercial managed care plans and less on federal programs for increased access and profitability
• Re-motivate sales teams
• Align incentive plan to new targeting strategy to sharpen execution
• New marketing promotional items released monthly to reinforce messaging
The new marketing direction reignited the field sales teams. The branded drug sales performance improved and delivered positive growth. Execution improved with key messages in the targeted audience. The teams leveraged market access with the appropriate managed care plans to further accelerate performance. Resources were strategically utilized and increased overall profitability. The company benefited by positioning the customer facing teams for success and remaining customer focused.
With the team, changed approach with an aggressive go-to-market strategy and implementation including:
• Positioning test as a screening tool and SOC for all HIV treatment naïve patients
• Partnering with Quest & Labcorp in the US to simplify ordering/reporting of the test
• Leveraging the test as a marketing tool to differentiate against nearest competitor and restore market share
Diagnostic strategy restores market share in mature, competitive market. Client used case example with investors and clinicians as an example of how to make targeted medicine work.
Researched and analyzed the reimbursement processes in 20+ key markets (e.g., EU5, Australia, Brazil, Canada, Poland, Russia, New Zealand). For each country, identified the major payers, the formal processes for reimbursement, the key influencers on the process (e.g., a key hospital endorsement), any issues around specific test technologies, HTA processes, and case studies of similar tests which had been reimbursed (or not) in these key markets. Recommendations for short and long term reimbursement strategies and investments were developed for each market.
Diagnostic client company presented access plans to pharmaceutical partner, and together they implemented reimbursement planning on time in each market after regulatory approvals of test and drug. This research and planning step is expected to enhance initial market uptake of the test/therapy along with minimizing the subsidies for testing in many markets.
Changed thinking on team to implement a commercial diagnostic strategy based on multiple test technologies – not one only - with a focus on high quality testing. A cohort of over 200 laboratories had a high quality assay for use as a companion diagnostic within 12 months of initial launch. Ensured guidelines supported testing in the context of the drug’s first line indication. With the team, devised a reimbursement strategy to suit each market, developed a physician communications strategy to position drug as a targeted therapy. Eventually directly supported rollout of this strategy across LatAm and Asia as well.
Drug developer achieved an additional $300m of revenue on re-launched drug and test combination in first 18 months.
Three methods were used to triangulate a valuation for the technology:
• The cost of development and regulation of the panel/algorithm;
• Estimated revenue and profitability of the panel/algorithm in Japan and China based on volume and expected pricing for 5 years after launch;
• Estimated revenue enhancement for therapy for licensee in Japan and China through use of the panel/algorithm.
Valuation study demonstrated substantial value for panel/algorithm and allowed the US pharmaceutical BD team to make an informed choice about out-licensing their panel/algorithm technology to Asian partner.
Through a series of interviews with the diagnostic company leadership, we accumulated data on capabilities, culture, appetite and opportunities as a companion or complementary diagnostic partner to pharmaceutical product teams. An analysis of their technology platforms and marketing approach was mapped against current and future needs of the pharmaceutical products and pipelines. The report back to the client consisted of idealized characteristics of a CDx partner to pharma, from pharma’s perspective compared to the current state of the client. Methods to move closer to the ideal were presented. Finally, elements of typical term sheets were described for the client to enable their BD teams to start work.
The diagnostic clients was informed about the investments required to become a viable candidate for pharmaceutical product team partnering. Also, based on this analysis, we provided a suggested pathway for the client to achieve a relatively rapid “win” in the companion diagnostic space.
Using market expectations for the therapy assuming the test was available, we generated a business case from the perspective of the diagnostic company. The case included estimated development costs, regulatory costs and the costs of commercialization of the companion test to meet the requirements of the therapy.
The diagnostic business case clearly explained the need for the pharmaceutical company to invest substantially in the development and commercialization of the test. Without that investment, developing and marketing the test into that small a market did not make sense for the diagnostic company.
- CEO, Life Sciences
Action empowered by knowledge
For Additional Information:
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Kineticos Life Sciences
P.O. Box 91267
Raleigh, NC 27675