Listening to the Patients: Uncovering the Hidden Value in Medicine

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Typically, data from pharmacy transactions are used as a proxy for understanding the patient experience. This interactive presentation allows the audience to openly discuss the types of questions that may need to be answered from the patient’s perspective in order to uncover the hidden value of a few case study pharma products.

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Listening to the Patients: Uncovering the Hidden Value in Medicine

  1. 1. Listening to Patients:A Novel Concept in Medicine?<br />Daniel J. Feldman, Ph.D.<br />17 September 2011<br />
  2. 2. Agenda<br />Patient Journey as a Unique Methodology<br />Case Study: Finding the Differentiator<br /> Removing the Barrier<br />
  3. 3. Patient Journey as a Unique Methodology<br />
  4. 4. Group Discussion<br />“The pharmaceutical industry has been slow to adopt analytics, compared to consumer packaged goods, telecommunications, financial services.” <br />In five minutes, discuss reasons why you think that might be so …<br />Include a rationale that includes how pharmaceuticals are different from other industries …<br />
  5. 5. The pharmaceutical industry has been slow to adopt analytic innovations: <br />that, until recently, the margins in pharmaceuticals were so healthy that analytics were not as necessary, <br />2) the number of influencers in the purchase decision were too complex for traditional modeling techniques (not just consumers but patients, physicians, and payers, let alone caregivers, nurses, and regulatory agencies), <br />3) the sheer amount of secondary data that have been available for tracking demand have paralyzed the analytic arm (try to think of another industry where each purchase is recorded and reported in such detail for regulatory reasons – gun sales might be the most comparable)<br />4) considering that pharmaceuticals are “negative goods,” (that is that given a choice, people would rather to not have to purchase or take drugs) traditional marketing research may not apply in the same way as telecommunications or consumer packaged goods (“positive goods” – everyone wants an iPad!!)<br />5) in addition to regulatory challenges, there are complexscientific and ethical considerations when marketing pharmaceuticals or medical devices that limit the ability to apply some market research recommendations.<br />
  6. 6. More than 75% of research is focused on Physicians<br />The remainder is split between patient and payer research.<br />But come on! How much influence does a patient REALLY have in a prescription decision?<br />
  7. 7. So, what IS a patient journey?<br />A systematic review of a patient’s experience with disease and treatment – uncovered by qualitative interviews or ethnographic research – to identify leverage points or unmet needs.<br /><ul><li>Treatment experience
  8. 8. Relapse and Disease progression
  9. 9. Non-compliance
  10. 10. Financial management
  11. 11. Discontinuation
  12. 12. Restarting Therapy
  13. 13. Planning for disease
  14. 14. First symptoms
  15. 15. Decision to seek help
  16. 16. Information-seeking
  17. 17. Interactions with physicians, allied health, payers, and pharmacists</li></li></ul><li> What kind of decisions are informed?<br />Product Development and Planning<br />Commercialization<br />Access Strategy<br />For each leverage point, there should be an identifiable commercial tactic, repositioning opportunity, or plan for product development.<br />
  18. 18. Case StudyFinding the DifferentiatorRemoving the Barrier<br />
  19. 19. Market: Multiple Sclerosis – Oral Agent<br />(for illustration purposes only)<br />Slow onset; some familial genetic risk<br />Symptoms can be mild for years, even decades<br />Oral agents have been in the market for less than a year<br />
  20. 20. Group Discussion<br />In five minutes, list all of the waypoints along the patient journey: decision points or events for patients. (These are not people or places, just events). Make at least 10 rows …<br />
  21. 21. Group Discussion<br />Did you include some of the following journey waypoints?<br />
  22. 22. Group Discussion<br />In five minutes, for each of the waypoints list all the key influencers with whom the patient will interact. These can be persons, places, or things. Have at least 10 different influencers …<br />
  23. 23. Group Discussion<br />Did you include some of the following influencers?<br />
  24. 24. Group Discussion<br />In five minutes, for each of the influencers that you can, indicate a marketing tactic or a development opportunity that might have benefit for your brand. Have at least 10 different tactics total … Indicate likelihood to influence with that tactic (High, Medium, Low, None)<br />
  25. 25. Group Discussion<br />Did you include some of the following tactics?<br />
  26. 26. Group Discussion<br />Put a * next to tactics with competitive advantage/disadvantage<br />
  27. 27. Market: Multiple Sclerosis – Oral Agent<br />(for illustration purposes only)<br />Slow onset; some familial genetic risk<br />Symptoms can be mild for years, even decades<br />Oral agents have been in the market for less than a year<br />
  28. 28. Group Discussion<br />Did you include some of the following tactics?<br />
  29. 29. Next steps<br />Now that the patient journey is mapped, market research to follow will explore …<br /><ul><li>Other components of treatment experience – unmet needs (focus on behavior vs. stated)
  30. 30. Emotional drivers and barriers associated with waypoints
  31. 31. Financial concerns or opportunities
  32. 32. Factors in discontinuation or restarting
  33. 33. Ability for certain tactics or messages to have impact
  34. 34. Reasons for under- or missed diagnosis
  35. 35. Validation of journey waypoints
  36. 36. Missing journey waypoints
  37. 37. Establish true role of influencers
  38. 38. Missing influencers
  39. 39. Characterizing interactions with physicians, allied health, payers, and pharmacists
  40. 40. Non-compliance</li></li></ul><li>Questions?<br />

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