Shubhanvita Naval

Inform business strategy leveraging insights synthesis

· Lead Integrated Product Strategy insights planning for PSO and HS indications for Cosentyx for 2024

· Facilitated workshops to guide cross-functional team to generate Human insights for HCPs and Patients

· Gained deeper understanding of HCPs and Patients to inform strategic imperatives for the brand

Primary Market Research planning & execution

· Managed a budget of ~$3.3m to create and deliver market research plan to serve business objectives

· Oversaw the planning & execution of quantitative and qualitative market research from planning, material creation and analysis stage

· Managed multiple research agencies to conduct >40 quantitative, qualitative and ethnographic research in accordance with business needs and data compliance requirements

· Collaborated with brand leadership, marketing and creative agencies to ensure maximum research- efficiency

Creating & maintain dashboards to monitor market performance

· Designed Key Performance Metrics for Cosentyx pre and post launch and ensure month on month tracking of leading and lagging indicators and flag early indications of non-performance

Insights Integration and Strategy/Tactics Development

1.OneMS IPS: Led the situation analysis integrating secondary data, primary market research, and competitive intelligence, to inform the key risks/opportunities for the MS Franchise's ONE Global IPS

2. KESIMPTA Patient Profile Development: Drove global cross-functional effort to define ideal KESIMPTA patient profiles, using clinical trial base line characteristics and HCP/Patient insights to fit with the product's positioning

3. KESIMPTA Patient Experience Solution Development: Applied a Design thinking framework that leveraged foundational patient insights to ideate, design, and test personalized patient experience solutions. Worked with Patient Advocacy to validate the solutions with patient stakeholders

4. KESIMPTA HCP Segment Behavior and Attitude Modification Mapping: Developed deep understanding of HCP segments to define current and future attitudes, behaviors, key drivers, and barriers for change

3. MS Patient Insights Platform Development: Mined patient insights by synthesizing >40 MR to gain 360 degree view of each pivotal point in the UPJ. The insights platform built a foundation for several patient-focused initiatives deployed within the MS Franchise

4.i4i - Insights for Impact: Leveraged newly developed insights ideation & execution framework, and conducted the 1st multi-stakeholder i4i workshop to optimize patient experience with Huntington's Disease

5. KESIMPTA Launch Impact Guidance Playbook: Created platform for cross-pollination of research and market knowledge from early/big launch markets to smaller ones, and curated a playbook to accelerate worldwide launch

Primary Market Research - Design and Execution

1. Lexicon Research, HCP & Patients: Tested language strategy and messaging using emotional dials and in-depth discussions to unearth cognitive biases and motivators to inform brand message architecture

2. Unbranded Concept Testing, Patients: Evaluated concepts on the basis of interest, likeability and engagement to create a campaign for improving health outcomes

3. White Paper Testing, HCP: Partnered with US and DE teams to test the white paper and crystallize global brand tagline and CVA

4. CVA Testing, HCP: Championed behavioral science techniques to reveal cognitive biases, evolved draft CVA and conducted testing. This simplified messaging and built positive tension for Rx

5. Understanding Consumer Expectations: Steered patient panel research to evaluate JTBD for MS patient services and tools to create KESIMPTA Global Patient Experience Framework

6. Pen User Research, Patients & Nurses : Spearheaded design and execution of quantitative market research across 5 countries to compare our pen device to others and co-authored the poster at ACTRIMS'20 enabling messaging to strengthen the KESIMPTA flexibility pillar

7. ATUs & Syndicated Researches: Evaluated different research sources arriving at a single source of truth for key KPIs, to track and enable wins in the market

Competitive Readiness for MS

1. Led CI and Insights efforts on generating proactive insights to drive competitive agility and advantage for our MS portfolio

2 . Enabled pre-emptive strategic readiness and action for impact through wargaming efforts , including competitor event anticipation and workshop facilitation.

3. Generated competitor guidance documents for CPOs to identify, analyze, and win versus key competitors

• Executed market research to triangulate impact of multi-channel model on sales, brand recall, attribute recall and NPS score, resulting in 80% reduction in cost of exposure through a new model
• Organized ethnographic research to understand unmet needs of dentists and how to address them in a multi-channel environment