Arming Sales Teams with Data on Real-World Efficacy of Drugs - Cassie Schutte, Health Window


Published on

Cassie Schutte of Health Window, a solution provider company at the marcus evans PharmaMarketing Summit 2013, on empowering sales reps with data on why their drugs work.

Interview with: Cassie Schutte, Chief Executive Officer, Health Window

Published in: Business
  • Be the first to comment

  • Be the first to like this

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Arming Sales Teams with Data on Real-World Efficacy of Drugs - Cassie Schutte, Health Window

  1. 1. Arming Sales Teams with Data on Real-World Efficacy of Drugs What implications does this have for pharmaceutical product marketing? Salesforces go out and sell pharmaceutical products as having good clinical benefits, when in reality the products work half the time. Where salesforces previously competed on clinical benefits, that is no longer a Compliance can product differentiator. How could they show that they differentiateInterview with: Cassie Schutte, work in the real world?Chief Executive Officer, HealthWindow Our system collects information on real- world efficacy and improves compliance“Pharmaceutical companies need toprove that their drugs work in the real by engaging patients with powerful, relationship-based adherence programs. We can monitor their compliance yourworld and that their competitors’products might not have the same real-world compliance and outcome journey and disease outcomes, and quantify back to the doctor that the product now has real-world compliance. productbenefits,” suggests Cassie Schutte, Combined with pharmacy data, we thenChief Executive Officer, Health benchmark the data against competitiveWindow. With the average compliance products.rate at around 50 per cent, how couldhealthcare providers get the expected Compliance can differentiate yourclinical benefits when patients are not product, but you need to be able totaking their medication? “Companies quantify and prove it, and monitorwould attract the biggest stakeholders patients between doctor visits. Any final comments?in the market if they could demonstratethe real-world efficacy of their drugs What would better engage patients, The efficacy issue is valid to physiciansand how they could cut hospital costs,” doctors and the salesforce, for and funders. In the US, five per cent ofSchutte adds. better results? the population is on chronic drugs and consumes a third of healthcare costs.Health Window is a solution provider It is easy to make the wrong Many countries are funding thecompany at the upcoming marcus as s u mp t io ns abou t w h at dr iv e s excessive hospital costs following fromevans PharmaMarketing Summit compliance. For example, pharma- poor compliance.2013, in Palm Beach, Florida, May ceutical companies assume that patient8-10. Here, Schutte shares his thoughts education would improve compliance, What pharma companies areon pharmaceutical marketing , but knowledge does not help obese overlooking is that if they built real-proving real-world drug efficacy, and people lose weight. They know they world efficacy and compliance, theyimproving compliance. should exercise and eat right, but do could not benefit large sales growth, but not apply the knowledge. also go to the big stakeholders andWhy are clinical trial results not show how they could save onenough anymore? You need to engage people in a hospitalization costs that follow from relationship to influence positive poor compliance.Clinical trials are done in very controlled outcomes and compliance. There mustcircumstances, where they ensure be trust to identify and overcome Often funders work in silos, and havepeople take their medication to prove obstacles to compliance. Reps are not different people managing medicationthat they work. However, compliance in trained to sell compliance benefits, but and hospitalization costs. The reality isthe real world is around 50 per cent, so it is important to link the compliance that if they spent a little more onit is impossible to get the same disease program to the sales team. Rather, to compliance, they would save aoutcomes and clinical benefits as in equip the sales team with data and tools tremendous amount on hospital beds,clinical trials. to sell compliance benefits well. which are extremely costly.
  2. 2. About the PharmaMarketing Summit 2013 The Marketing Network - marcus evans Summits group This unique forum will take place at The Ritz-Carlton, Palm Beach, Florida, May delivers peer-to-peer information 8-10, 2013. Offering much more than any conference, exhibition or trade show, this on strategic matters, professional exclusive meeting will bring together esteemed industry thought leaders and trends and breakthrough solution providers to a highly focused and interactive networking event. innovations. Contact Sarin Kouyoumdjian-Gurunlian, Press Manager, marcus evans, Summits Division Please note that the Summit is a closed business event and the Tel: + 357 22 849 313 number of participants strictly Email: limited. For more information please send an email to All rights reserved. The above content may be republished or reproduced. Kindly inform us by sending an email to press@marcusevanscy.comAbout Health WindowCurrent compliance industry challenges include poor enrolment rates onto compliance programs, cost structures that don’t warrantsufficient ROI’s, and assumptions that offer apparent quality - but lack impact ability. Health Window’s systems are geared asfeedback mechanisms to gain market insights from patients, in order to deliver high enrolment numbers, impactful support, andproduct differentiation. With strategic agreements in place globally and central systems, global programs are easy and quick to marcus evans Summitsmarcus evans Summits are high level business forums for the world’s leading decision-makers to meet, learn and discussstrategies and solutions. Held at exclusive locations around the world, these events provide attendees with a unique opportunity toindividually tailor their schedules of keynote presentations, think tanks, seminars and one-on-one business meetings.For more information, please visit: www.marcusevans.comUpcoming EventsB2B Marketing Summit (North America) - www.b2bmarketing-summit.comB2C Marketing Summit (North America) - www.b2cmarketing-summit.comCMO Summit (Asia Pacific) - www.cmoanzsummit.comTo view the web version of this interview, please click here: