Are you employed in the pharmaceutical industry and seeking insights into your product’s position within the Finnish market? Then Patient Dynamics is the ideal tool for you. Developed by Medaffcon, Patient Dynamics caters to the needs of pharmaceutical companies by providing precise information for sales and marketing decision-making.
“The Patient Dynamics tool emerged from the pharmaceutical companies’ need for detailed information on medication usage to support sales and marketing decisions,” says Medaffcon’s Market Access Specialist & Analyst, Timo Karvinen.
A typical situation where companies find Patient Dynamics data valuable is during the launch of new products or when new indications are being introduced for a pharmaceutical. The tool paints a clear picture of the situation in the pharmaceutical market, providing insights such as the number of patients and the usage of competing products.
“Patient Dynamics complements the picture obtained from sales data. For example, in immunological products with multiple indications, we can examine different stages of treatment and determine which medications have been used,” explains Medaffcon’s Market Access Specialist & Analyst, Timo Karvinen.
Karvinen emphasizes that the information is also beneficial for regular tracking and for more established products.
“We have many pharma clients who continuously use the tool to assist in sales management. One application involves reporting on the Finnish market to headquarters,” says Karvinen.
The data provided by Patient Dynamics is aggregated and based on the purchase data of reimbursable medications from the Social Insurance Institution of Finland (Kela).
“Information is available from all regions of Finland e.g. KYS Specific catchment area (ERVA) and Keski-Suomi wellbeing services county. This enables targeting of resources and actions regionally,” notes Karvinen.
Medaffcon produces Patient Dynamic reports for its clients, and goes through the results with the client in a consultative manner. Typically, the report is delivered quarterly.
“We discuss our observations with clients and challenge them to think about things differently.”
Karvinen emphasizes how Medaffcon’s diverse expertise, experience in the pharmaceutical industry, and data utilization are reflected in the quality of reports.
“We collaborate with the client to determine the content of the data and the data request. We openly disclose our data sources (Kela, the Social Insurance Institution of Finland) and how results are obtained. Clients also have the option to receive their own Excel dashboard, allowing them to delve even deeper into the data,” Karvinen concludes.
Purpose: Provides precise information for sales and marketing decision-making in the pharmaceutical industry
Market Insight: Offers comprehensive insights into product positioning within the Finnish market
Data Source: Aggregated purchase data of reimbursable medications from the Social Insurance Institution of Finland (Kela)
Usage: Particularly valuable during product launches and when introducing new indications and also used a lot for regular tracking and for more established products
Reporting: Quarterly reports tailored to client needs, with consultation provided by Medaffcon experts
Expertise: Medaffcon’s broad expertise, industry experience, and data utilization ensure high-quality reports
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Market Access Specialist & Analyst
MSc (Food Science)
Timo started at Medaffcon in May 2023, bringing his experience and know-how e.g. about developing and utilizing analyses. Timo’s long experience in pharma industry in analytics, marketing and sales gives him a good understanding of the operation of pharmaceutical companies. Timo holds a MSc in Food Economics and Marketing. Market Access and Health economic analyses are new development areas for Timo. In his previous role Timo developed analytical services for pharmaceutical companies.
Timo is inspired about supporting and helping decision making with data. “Data provides a solid foundation for decisions. Data acquired and analyses carried out should be grounded on the decisions made based on them.” Developing new things and overcoming challenges gives Timo energy at work.
Timo believes, that in the future data will be collected and combined from more sources than before. Evaluating effectiveness will be important in decision making in health care and more comprehensive health economic analyses will be needed.
Market Access Lead
MSc (Health Sciences), BBA
+358 40 580 0567
simo.jaaskelainen@medaffcon.fi
Simo started as the leader of Medaffcon’s Market Access team in November 2024. He is a returnee, as he has also previously worked at Medaffcon. Before returning to Medaffcon, Simo worked in a pharmaceutical company as the head of a Market Access team and has also gained Market Access experience in other pharmaceutical companies. He has over 20 years of experience in the pharmaceutical industry. Simo holds a Master’s degree in Health Sciences and a Bachelor’s degree in Business Administration.
Simo brings to Medaffcon a strong and versatile background in the pharmaceutical industry, particularly in Market Access roles. His strengths include versatility, organizational skills, and the ability to see the bigger picture. In the field of Market Access, Simo does not consider himself an expert in any particular subfield but sees himself as a generalist. He is drawn to the challenges of the industry and the opportunity to find comprehensive solutions that meet the needs of clients.
Ongoing changes in the operating environment require pharmaceutical companies to adapt and adopt new ways of working. Simo believes that the role and importance of Market Access will become even more prominent in a situation where society’s willingness to pay and the needs of the pharmaceutical industry must be aligned in a way that benefits both parties.