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Post by Clement on Jan 5, 2019 14:54:30 GMT -5
In the conference call, Mike talked about the targeted Afrezza TV ad campaign starting on Jan 14, 2019.
In the Q&A, he recants the story about Q4 2017 when Mannkind ran a TV pilot campaign. In the audio webcast at 15:45, Mike clearly states, "we learned that within 6 to 8 weeks we saw significant increase in new writers, new prescriptions, and then ultimately led to total prescriptions and total writers." ........... "Now we have the ability to sustain consumer advertising."
8 weeks from Jan 14
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Post by peppy on Jan 5, 2019 15:07:21 GMT -5
In the conference call, Mike talked about the targeted Afrezza TV ad campaign starting on Jan 14, 2019.In the Q&A, he recants the story about Q4 2017 when Mannkind ran a TV pilot campaign. In the audio webcast at 15:45, Mike clearly states, "we learned that within 6 to 8 weeks we saw significant increase in new writers, new prescriptions, and then ultimately led to total prescriptions and total writers." ........... "Now we have the ability to sustain consumer advertising." 8 weeks from Jan 14 The plan seems be to hit afrezza hard now. it seems like ready set go. Mike C; " Our commercial strategy in 2019 will focus on 30 states that drive over half of the rapid-acting insulin market. This will enable us to shrink the size of existing territories as well as add approximately 15 new cell territories in areas where we are growing. We anticipate positive payer coverage and or/are generally seeing faster uptake of Afrezza. This will provide more face time with the customers and increase top of -- mind awareness that currently drive over 90% of Afrezza sales. Number two; we are taking a more aggressive approach at increasing consumer awareness. By launching a direct-to-consumer TV campaign, we looked at sales recent product launches with smaller sales footprints with an aggressive DTC approach to benchmark our 2019 strategy. After testing several consumer TV pilots to see what worked best, we feel it's the right time to accelerate our efforts in this area. We've elevated our strategic communications capabilities for Afrezza by partnering with WPP’s Premier Media health team. CMI Media is the largest healthcare media agency in the U.S. and works with over 50 pharma companies it won't be the lead strategic agency handling our media planning. Their sister agency group and the world's largest advertising media company in terms of billings will lead media buying. A major television campaign is to launch on January 14th from 26 national cable networks as well as on local TV stations that align to our growing, but targeting salesforce strategy.
The third topic here I want address is payers/patient access. We are continuing to see positive payer coverage as we start out 2019 as evidenced by our recent signing of the contract with Kaiser [ph] and ongoing discussions with other key payers. We currently have 50% of commercial lives with no prior authorization and approximately nine out of 10 commercial lives, commercially insured patients have coverage with Afrezza with or without prior authorization according to fingertip formulary. ======================================================================================================================== some of those commercial lives with out prior authorization are tier 3 or tier 4 costs. Catch 22. "The third topic here I want address is payers/patient access. We are continuing to see positive payer coverage as we start out 2019 as evidenced by our recent signing of the contract with Kaiser [ph] and ongoing discussions with other key payers. We currently have 50% of commercial lives with no prior authorization and approximately nine out of 10 commercial lives, commercially insured patients have coverage with Afrezza with or without prior authorization according to fingertip formulary." ================================================================================================================ You will see and hear about a series of new programs aimed at making sure people who acquired mealtime insulin have access to Afrezza. Next week we are launching a two-in-one card that will enable commercial patients to fill their prescription in the retail pharmacy for as low as $15 despite any payer/competitor driven obstacles that often delay important dreamy [ph] choices as we believe patients should have open access for all unique products and diabetes. As opposed to restricting patient prescriber choice, which ultimately protect monopolies and drive up costs to the healthcare system? Additionally, we read about the horrible stories of consumers rationing insulin and we could see there are thousands of prescriptions a month where people were paying a significant amount of cash for their injectable rapid acting insulin. We’d be launching a direct purchase option for Afrezza that eliminates all the middlemen, so we can pass along the savings directly for these patients who are paying cash for the rapid acting injectable insulin, as we want to be part of the solution for the future of healthcare and healthy living. |
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Post by travis1953 on Jan 5, 2019 16:29:07 GMT -5
When he says "targeted," does that mean the ad campaign will be in just the 30 states?
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Post by mnholdem on Jan 5, 2019 17:23:20 GMT -5
That's what he said. Smaller territories mean more sales calls. He mentioned something about the salesforce being stretched too thin.
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Post by sweedee79 on Jan 5, 2019 19:03:59 GMT -5
I'm curious what this "direct purchase option" is.. and how much will have to be paid for Afrezza when cutting out middlemen. It sounds great..
Our healthcare system in this country sounds like a den for robbers.. has to be a better way.. I like the sound of this direct purchase option..
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Post by boca1girl on Jan 5, 2019 19:04:28 GMT -5
That's what he said. Smaller territories mean more sales calls. He mentioned something about the salesforce being stretched too thin. With that comes layoffs of sales people where we are pulling out and hiring/training new sales reps where we will concentrate. More cost and a delay in productivity from the new hires. Hopefully it will be well worth it. |
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Post by thekid2499 on Jan 5, 2019 20:01:59 GMT -5
I'm curious what this "direct purchase option" is.. and how much will have to be paid for Afrezza when cutting out middlemen. It sounds great.. Our healthcare system in this country sounds like a den for robbers.. has to be a better way.. I like the sound of this direct purchase option.. He also clarified on the call though that the direct purchase option will be much of a revenue generator as it only applies to customers paying fully out of pocket for Afrezza. |
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Post by swanybuaya on Jan 5, 2019 21:56:31 GMT -5
That's what he said. Smaller territories mean more sales calls. He mentioned something about the salesforce being stretched too thin. Target the 10 largest states by population: California 39 million Texas 28 million Florida 21 million New York 20 million Illinois 13 million Pennsylvania 13 million Ohio 12 million Georgia 10 million N. Carolina 10 million Michigan 10 million
These ten states make up almost half the population of the US. I want thousands of prescriptions not tens. |
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Post by nylefty on Jan 5, 2019 23:24:18 GMT -5
That's what he said. Smaller territories mean more sales calls. He mentioned something about the salesforce being stretched too thin. Target the 10 largest states by population: California 39 million Texas 28 million Florida 21 million New York 20 million Illinois 13 million Pennsylvania 13 million Ohio 12 million Georgia 10 million N. Carolina 10 million Michigan 10 million
These ten states make up almost half the population of the US. I want thousands of prescriptions not tens. We should concentrate on big markets, not states. Five of the top 15 markets and Twelve of the top 30 markets are not in the top ten states. Designated Market Areas (DMAs) listed by the 2018-19 Nielsen ranks.
New York (#1)
Los Angeles (#2)
Chicago (#3)
Philadelphia (#4)
Dallas-Fort Worth (#5)
Washington, D.C. (Hagerstown) (#6)
Houston (#7)
San Francisco-Oakland-San Jose (#8)
Boston (Manchester) (#9)
Atlanta (#10)
Tampa-St. Petersburg (Sarasota) (#11)
Phoenix (Prescott) (#12)
Seattle-Tacoma (#13)
Detroit (#14)
Minneapolis-St. Paul (#15)
Miami-Fort Lauderdale (#16)
Denver (#17)
Orlando-Daytona Beach-Melbourne (#18)
Cleveland-Akron (Canton) (#19)
Sacramento-Stockton-Modesto (#20)
St. Louis (#21)
Portland, OR (#22)
Charlotte (#23)
Pittsburgh (#24)
Raleigh-Durham (Fayetteville) (#25)
Baltimore (#26)
Nashville (#27)
Indianapolis (#28)
San Diego (#29)
Salt Lake City (#30) |
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Post by #NoMoreNeedles on Jan 7, 2019 8:25:52 GMT -5
It's quite easy to know in which geographies Mike is expanding, you just had to watch job openings!
As of today:
11/28/2018 18-0078 Territory Business Manager (Nashville, TN) Nashville TN
12/18/2018 18-0080 Territory Business Manager (Buffalo, NY) Buffalo NY
12/18/2018 18-0082 Territory Business Manager (Memphis, TN) Memphis TN
12/18/2018 18-0083 Territory Business Manager (West Chester, PA) West Chester PA
12/18/2018 18-0084 Territory Business Manager (Modesto, CA) Modesto CA
12/24/2018 18-0085 Territory Business Manager (Jacksonville, FL) Jacksonville FL
12/24/2018 18-0086 Territory Business Manager (North Philadelphia, PA) North Philadelphia PA
12/24/2018 18-0087 Territory Business Manager (Pasadena, CA) Pasadena CA
12/24/2018 18-0088 Territory Business Manager (Charleston, SC) Charleston SC
12/25/2018 18-0089 District Business Manager (Northeast) Philadelphia PA
1/6/2019 18-0091 Territory Business Manager (San Diego, CA) San Diego CA
1/6/2019 19-0002 Territory Business Manager (Yonkers, NY) Yonkers NY
1/6/2019 19-0003 Territory Business Manager (Allentown, PA) Allentown PA
1/6/2019 19-0004 Territory Business Manager (Abilene, TX) Abilene TX
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Post by Deleted on Jan 7, 2019 9:12:03 GMT -5
Mannkind has data that makes it pretty easy to determine where they want their reps. They know on a zip code level the volume of diabetes meds sold: Basal, RAA, various oral agents etc. They also know each physicians prescribing habits. They likely take this information and layer over it additional data like formulary status, patient compliance rates (propensity to refill Rx...) etc and come up with very targeted areas.
Some key endo practices may also determine where a rep may be located. The new 2 for 1 Rx card is interesting as it gets the patient their Afrezza without any PA issues up front and then on the back end, takes the electronic claim and sends PA documentation request to the physician and this process begins at the time the patient's initial Afrezza Rx is processed so from there, the PA process has an entire month to cycle through until patient needs a refill. Relay Health and Cover MyMeds are two big success stories in the world of streamlining online adjudication and PA issues. McKesson bought out both these companies most recently paying a bit over $1B for Cover MyMeds.
Eagerly waiting to see what exactly Mannkind came up with for the cash only market. On the call, Mike said the program won't be pushed by the reps but without having to go through insurance and PBMs, the costs of this initiative is lower than insurance covered Afrezza sales and hence, a potentially desirable cash price for those without insurance (and maybe those who have insurance but very high deductible).
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Post by factspls88 on Jan 7, 2019 10:19:05 GMT -5
That's what he said. Smaller territories mean more sales calls. He mentioned something about the salesforce being stretched too thin. Target the 10 largest states by population: California 39 million Texas 28 million Florida 21 million New York 20 million Illinois 13 million Pennsylvania 13 million Ohio 12 million Georgia 10 million N. Carolina 10 million Michigan 10 million
These ten states make up almost half the population of the US. I want thousands of prescriptions not tens. You have to target by media market - i.e. where the ads are able to run. DMAs posted by nylefty delineate them. I built a national brand by starting out in select DMAs and expanded to more of them as the business grew until ultimately it was more cost effective to use national rather than local advertising. I'm glad to see Mike is doing the same. |
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Post by madog365 on Jan 7, 2019 11:04:52 GMT -5
In the conference call, Mike talked about the targeted Afrezza TV ad campaign starting on Jan 14, 2019. In the Q&A, he recants the story about Q4 2017 when Mannkind ran a TV pilot campaign. In the audio webcast at 15:45, Mike clearly states, "we learned that within 6 to 8 weeks we saw significant increase in new writers, new prescriptions, and then ultimately led to total prescriptions and total writers." ........... "Now we have the ability to sustain consumer advertising." 8 weeks from Jan 14 The commercial ran heavy in October and November up until December 2nd. 6-8 weeks from that time period is...... You guessed it, Right now. So no, there's no need to wait 8 weeks from Jan 14. |
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Post by Clement on Jan 7, 2019 11:15:06 GMT -5
heavy? No.
Hey, longs, that's the kind of baloney we're going to hear for the next two months!
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Post by sweedee79 on Jan 7, 2019 11:31:34 GMT -5
Looks to me like we need large trial data proving Afrezza superior.. more label change and freedom to say what Afrezza does.. and a merger or partnership with Vdex.. and then change the SOC .. how long and how much money?
From what I'm reading Endos are against us.. insurance is for sure against us.. how do we break down the wall. Rather than taking off one brick at a time..
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