introduction to clearstate

an introduction to clearstate

bridging intelligence gaps in healthcare

www.clearstate.com

Clearstate offers market intelligence complimented by strategic advisory services to help
medical device, pharmaceutical, biotechnology, and healthcare service firms understand their
current and potential markets, and implement pragmatic and innovative strategies to ultimately tap
into new growth opportunities within Asia Pacific.

Our approach to engagements is centred on thorough analysis of primary research, intelligent
and seasoned understanding of difficult markets, practical strategy recommendations and
implementation. We work collaboratively with our clients to deliver comprehensive answers to their
growth concerns.


A dedicated niche provider of
in-depth
healthcare
specialized primary research domain
knowledge

solutions for a rapidly innovating robust b2b
quantitative healthcare
healthcare sector in the relatively analysis expertise

untapped Asia Pacific region our
where substantial demand driven forte
supplier to growth
end-user
by economic and demographic healthcare
strategy
network formulation

growth factors and where
asia pacific
perspectives
participants are starved for
actionable market intelligence.


medical technologies

diagnostics series

therapeutics series

patient monitoring series

informatics series


medical technologies
Diagnostics
in vitro diagnostics (clinical chemistries, urinalysis, hematology, immunochemistry, molecular, histology/cytology)
diagnostic imaging (plain films, CT Scans, MRI scans, PET scans, nuclear medicine, ultrasound)
other invasive diagnostic procedures (surgery, endoscopy, biopsy, others)

Therapeutics
invasive therapeutic procedures (surgical, radiological, cardiovascular, endoscopy, others)
other therapeutic modalities (respiratory- oxygen therapy systems, nebulizers, accessories, others)

Monitoring Systems
anesthesiology, critical care units and emergency rooms (cardiac and respiratory monitors, others)
cardiac and respiratory measurement devices
other monitoring systems

Informatics (hospital information systems)
administrative systems (electronic medical records, finance and billing)
clinical information systems (laboratory, pharmacy, radiology)
archiving systems (PACS, CV PACS, others)


clearstate’s proposition
Three main principles in designing the research program, allowing Clearstate to
deliver accurate and targeted output cost effectively to our client

Comprehensive data gathering methodology
Principle 1:

Accurate Large user sampling triangulated with trade
verification and hard data cross-check

Customizable research design to address
Principle 2:
specific client issues

Customizable Add-on solutions to enhance analysis and
expand on targeted customer probing

Principle 3: Combines customized and syndicated pricing
approach
Cost- Innovative pricing scheme to ensure
effective affordability


intimate knowledge of Asia

Asian resources

We are in Asia and headquartered in Singapore
Native consultants, with local language capabilities

Asian coverage

95% of all projects have Asian focus
80% are multi-country pan-Asian studies
>70% covers China and India
Close contacts with all major healthcare facilities in 14
Asian markets
Contacts with Ministries of Health & Stats Boards


database field capabilities consulting expertise

30 dedicated healthcare-trained interviewers 10 dedicated healthcare consultants with a
combined experience of over 20 years in the
Over 5,000 successful surveys completed sector
with medical professionals throughout Asia
Pacific in 2007
Vast domain knowledge in healthcare sector,
8 Asian languages capabilities, which including pharmaceuticals, diagnostics,
includes Mandarin, Korean, Japanese, Malay, surgicals, applied sciences and informatics
Thai, Tagalog, Vietnamese, Hindi, Tamil and
Urdu


fact-based growth advisory services
Clearstate analyzes substantial market data and facts through healthcare-centric
framework and model to formulate pragmatic and actionable growth
recommendations
“Make informed
and guided
investment
decisions”

Growth advisory
Analytics Market and sales-centric
advisory
Data interpretation that
addresses business issues Pragmatic and actionable
growth recommendations
Fact foundation Healthcare-centric
framework and analytical
Substantial market facts and models
data gathering

Trends reflect as close as
possible to market realities

Up-to-date market facts fed
into healthcare analytics


growth advisory menu
Disease and treatment patterns analytics
COUNTRY Opportunity Market size and share analytics
Assessment Regulatory endorsement trending
Reimbursement assessment and requirements

Physician segmentation and mapping strategy
CUSTOMER Insights Pricing analytics
Strategy Customer retention strategy
New product launch strategy

Clinical development program
COMPETITOR Portfolio management strategy
Benchmarking Reimbursement and formulary access activities
Comparative analytics

Channel structure mapping
CHANNEL Optimization Channel management analytics
Strategy Margin analytics
Partner search and assessment program


practical implementation of our services

Validate historical and Assess market performance of
current demand at granular competitors over time.
brand level.
Market Competitive Track competitor activities and
Plan for annual target Planning Assessment market share at granular level.
based on market realities.

Monitor changes in new
product usage and Channel & Track replacement and
technology adoptions. New Market Sales procurement cycles in order to
Growth Effectiveness reinforce sales and marketing
planning.
Identify new market
opportunities and
“greenfields” in product line, Measure channel effectiveness
geography and customer through granular level sales
segments. performance over time.


accurate & up-to-date methodology

Hard data Customer input / user feedback
Official statistics for sanity checks and Allows demand-side view of market and
benchmarking analysis by granular customer segments
o # of procedures by specialty o Current and ongoing relation with
(official sources) Statistics & statistically significant number of
o Import / export statistics
secondary Hospitals & healthcare facilities
(government sources) sources other healthcare o Numerous contact points in each
facilities facility with surgeons, specialists,
o # of national healthcare purchasers, hospital heads, etc.
facilities
Reliable and
impartial market
assessment
Government organizations & Supplier insights
industry associations Provides a high level, supply-side
Offers unbiased industry observer view of business, as well as an
view of the market environment
Government understanding of competitor
& KOLs Suppliers initiatives
o National ministries of health & distributors o Close contacts with suppliers
o Industry associations and distributors
o Reputed key opinion leaders / o Keen understanding of their
respected specialists / renown business and industry issues
academics


database solutions - we track & monitor your market

the gateway database:
audit from a large user base
historical, current and future demand
granular segmentation
track market semi-annually and annually

add-on solutions

size & share probe, win & retain market vibes

Projects sample data to Captures detail Discover trends that will
universe in value sales, healthcare B2B shape the market in the
with built-in model based customer purchase near, mid and long term
on market realities. behavior insights. future.


Clearstate goes beyond just offering top-line usage information in the Gateway. We believe flexible access
to depth and granularity in usage data is critical in identifying opportunities as competition intensifies.
Our database tracker is designed by surveying very large sample sizes and enables clients to cost
effectively and comprehensively segment the medical device sector with versatility.

Deliverables for each modality GATEWAY DATABASE

Deliverables device placement, utilization and
consumption data
Total installation (brands and models)

Brand share breakdown of installation

Average age of installations

Segmentations

Application area

Device model, brand, country of origin of supplier

Facility type (hospitals, clinics, commercial labs, blood banks)

Facility subtype (private vs. public ownership)

Facility size (high volume, mid volume, low volume)

Geography (provincial, national, regional)

City (tier one, tier two, tier three as defined by economic development)

Included


access to extensive healthcare networks …
We possess a unique and comprehensive proprietary database of hospitals across Asia
~ 5,000 hospitals in India ~4,000 hospitals in China
~500 hospitals in Pakistan ~750 hospitals in Indonesia
~750 hospitals in Thailand ~800 hospitals in Philippines
~500 hospitals in Vietnam ~300 hospitals in Malaysia
~200 hospitals in Taiwan ~250 hospitals in South Korea
~500 hospitals in Japan ~300 hospitals in ANZ

From our ongoing research, our network within hospitals include:
Hospital administrators Physician specialists (cardiologists,
surgeons, oncologists, radiologists etc.)
Purchasing managers
Others – nurses, pharmacists, laboratory
technicians, etc.

Our healthcare panel participants outside of the hospital setting extends to government officials and industry associations
Ministry of Public Health Ministry of Health
Bureaus of Policy and Strategy Clinical Research Centers
Regulatory bodies Physician Specialist Associations
National Insurance Agencies


experience in healthcare research & advisory
Team has extensive healthcare-focused experience with specific in-depth healthcare domain
knowledge across Asia Pacific.


Case study 1

global pharmaceutical company faced with declining market share, looking to
identify the root cause and devise a national plan to reverse the trend
client: Major Asian pharmaceutical company with a
comprehensive drug portfolio and leadership in numerous
markets and product segments. Identified best practice: distribution strategy
Map of competitive distribution structure, incorporating
issue: Having been present in the China market for some typical discounts offered and sales incentives programs
time, the Client has been unable to replicate its success in
China, while its competitors have gained substantial
market share. Clearstate was approached to identify the Pharma suppliers
root issues and reverse the trend. $ xx $ xx
x.x% x.x%
solution: Clearstate reviewed the Client’s business model
in China and identified the distribution structure and sales Tier 1 distributors
and marketing strategy to be the key areas for $ xx $ xx $ xx
improvement. To ensure robust and fact-based strategic x.x% x.x% x.x%
recommendations, Clearstate conducted a competitor
study, to identify the industry best practices and Tier 2 distributors /
competitors’ key success factors. regional dealers
$ xx $ xx $ xx
approach: An extensive internal review of the client’s x.x% x.x% x.x%
operations was initially conducted, followed by in-depth
interviews with industry key opinion leaders in China, and Wholesalers
a comprehensive study of the competitive practices in Typical Typical Typical Typical
$ xx Typical
discount discount discount discount x.x% discount
distribution management and sales and marketing offered : offered : offered : offered : offered :
practices. x.x% x.x% x.x% x.x% x.x%

outcome: With all the facts in hand, Clearstate Major
Other customer
benchmarked the Client’s distribution and marketing customer
accounts
strategy against industry best practices, and help to accounts
develop market specific distribution plan and a customer
targeted sales and marketing strategy.

Case study 2

multinational biotech company competing in niche segments assessing
opportunities to expand its market coverage
client: Multinational supplier of biotech research Segment prioritization
instruments, targeting specific niche segment in the Attractive segments prioritized based on opportunity
applied science sector. size, potential growth, and Client’s ability to serve user
needs
issue: As a niche player in the sector, the Client has a Low growth High growth
strong market position in the segments it competes in. High compatibility High compatibility
The Client intends to expand its market presence by
Priority
expanding its product line to compete in the other
segments
segments and needs to understand the market

Compatibility of user needs
characteristics, size and growth of the biotech research
segments.

solution: Clearstate launched an extensive and in-depth Secondary
size and segmentation study of the biotech research segments
segments, and also incorporated a user needs analysis to
identify the segments where user needs matched the
Clients abilities to serve that segment.

approach: The starting point of the research phase was Low priority
to gain a deep understanding of the Client’s products and segments
capabilities. Numerous in-depth discussions were held
with industry observers and regulatory bodies, biotech
instrument suppliers, as well as applied science
researchers to glean an unbiased and highly detailed Low growth High growth
understanding of the market opportunities for the Client. Low compatibility Low compatibility

outcome: Clearstate conducted a workshop with the
Client’s senior executives and developed an expansion Growth potential
plan on new market segments to be targeted.
* Size of bubble indicates opportunity size


Case study 3
global medical devices supplier with vast product portfolio intends to develop a
regional reimbursement assessment outlining policies, economic environments
and trends that will have an impact on all its product brands
client: Leading multinational supplier of medical devices Medical devices procurement structure
and consumables, with an assortment of currently
marketed and pipeline medical device product brands.
[Country]
issue: The client believes its lack of visibility and FDA
understanding of the payment environment in Asia has
resulted in the ineffective marketing and adoption of its Marketing
approval
product. The client needs an in-depth understanding of
Public
country-specific coverage (if a product is reimbursed and
Distributors Procurement
if so, by whom and how), coding (in some countries codes Service
are applied to technologies to facilitate their use within the Private Open
respective healthcare system), and the payment/tariff contracts tenders for
Tenders
environment for these products (who pays who and how <USD 30k
for >USD
the amount is determined). Private hospital 30k
or clinic Public
solution: Clearstate conducted country-specific hospital
reimbursement landscape analysis that examines how
medical device brands are valued, the pathways to Hospitals in [Country x] can buy any device that has Korean
achieve market access. Additionally, Clearstate also FDA marketing approval
identified reimbursement drivers and the relative
importance of these drivers to the client’s current portfolio Private hospitals buy through private contracts with local
distributors
and pipeline technology products.
Public hospitals buy disposable and low-cost devices from
outcome: Clearstate provided detailed findings on current distributors, via open tenders
reimbursement environment and help to identify key
Public hospitals buy high-cost equipment (>USD 30,000)
individual influencers as well as drivers that will help through tenders issued by the national government’s Public
facilitate introduction of new product in the market. Procurement Service


Case study 4
world leading in-vitro diagnostics brand intends to proactively launch new
product lines to tap into “greenfield” opportunities in Asia Pacific

client: Global IVD brand currently embarking on new Activity-based customer preference analysis –
innovative research & development program to develop Identify lab’s emphasis placed on different workflow
new product line for “greenfield” customer segment in Asia activities and existing work challenges
Pacific.

issue: The client knows that there will be new opportunity
to tap into new mid to low volume workload laboratory
segments in China and India in the next 5 years. Tas Tas Task
Task 1
However, the client is unclear about the adoption trends k2 k3 4
and potential barrier that could arise in penetrating the
segment. The client is interested to understand usage
trends and potential adoption patterns that may arise in Emphasis Task 1 Task 2 Task 3 Task 4
this nascent segment. placed by Xxx Xxx Xxx Xxx
lab Xxx Xxx Xxx Xxx
solution: Clearstate conducted in-depth key opinion
leader interviews to gauge what market leaders’ views of
new market dynamics and technology movements in this
Challenges Task 1 Task 2 Task 3 Task 4
segment. Comprehensive discrete choice analysis faced / Xxx Xxx Xxx Xxx
combined with an activity-based user analysis of a unmet Xxx Xxx Xxx Xxx
representative sample size of mid to low workload lab needs
users are applied to identify new penetration and adoption
trends.
Customer Task 1 Task 2 Task 3 Task 4
preference Xxx Xxx Xxx Xxx
outcome: Gaps that can potentially be converted into
and Xxx Xxx Xxx Xxx
market opportunities are identified through a thorough matching
user analysis. Clearstate advised on new trends that product
features
could potentially shape the targeted user segment in the
next 5 years.


Case study 5
global pharmaceutical client needs to benchmark its performance against top 3
competitors to gauge its effectiveness in growing business in China for the past
3 years
client: Global pharmaceutical company but a relatively Company management forms the core of any
new player in entering the specific therapy segment in business success. Product, marketing and sales
China are instrumental areas that influences the level of
market penetration of a drug
issue: The client needs a benchmarking exercise to
gauge its performance vis-à-vis competition as well as to
identify areas of opportunities from competitor’s
weaknesses.

solution: Clearstate investigated four main areas of •Product
competitors activities namely - Company Management,
Product portfolio management, Marketing and promotional
activities and Sales force management. A full-circle
primary research technique is employed to capture all Company
aspects of competitor activities. This includes obtaining Management
feedback directly from competitor sales and management
executives, physicians (customers), distributors Marketing
(intermediaries) as well as opinions of other competitors •Sales
on a particular profiled company.

outcome: Assessed client’s performance vis-à-vis
competition based on a quantifiable matrix for each main
activity. Client is able to specifically identify key areas of
weakness and strength from the measurement matrix.
Clearstate also provided recommendations for the client
to potentially adopt to fend off competition and tap into
areas of weakness.


www.clearstate.com info@clearstate.com


introduction to clearstate

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