The Powerful Voice of Advocacy and Communications in Specialty Pharma - BSI 7/26/13 The Future of Healthcare Communications Summit


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Presentation: The Powerful Voice of Advocacy and Communications in Specialty Pharma
In specialty pharma, connecting patients with needed care -- and with each other -- can be a special challenge. About 50 percent of rare diseases are so small that they do not have a dedicated organization to provide patient support, conduct research, or advocate for increased research funding. This session will review recent trends in how advocacy and communications play a critical role globally in the advance of innovative treatments - especially for the world's smallest patient populations - to impact patient care and outcomes.
Presented by: Gil Bashe, Executive Vice President and Health Practice Director, Makovsky

Published in: Business, Health & Medicine
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The Powerful Voice of Advocacy and Communications in Specialty Pharma - BSI 7/26/13 The Future of Healthcare Communications Summit

  1. 1. Power Advocacy – Access and Value Commitm en t to Better Patient Outcomes
  2. 2. Transactional • Pharmaceutical companies and advocacy groups came together around common needs – bank and tactical output Anxious Allies • This type of relationship resulted from Congressional investigations into 501(c)(3) organizations and funding sources Independence • Larger associations seek to direct the conversation and smaller groups seek survival Needs Based • Driven by consumer and patient-care research assessment Historic Advocacy Models
  3. 3. • CDC, FDA and Advocacy organizations most credible patient news sources • 90% use computers; only 11% use tablets or smartphones • Smartphone/tablet users research conditions as soon as symptoms appear • Facebook page content gets far higher marks than pharmaceutical materials • Company press releases have higher trust than company websites or social media outlets • WebMD is #1 online resource; Wikipedia #2; health magazine websites are major players in digital *Based on survey fielded to 1,001 Americans aged 18 and older in July 2012 (Source: Makovsky Health-Kelton) Makovsky-Kelton Health Info Study
  4. 4. QUANTCAST: <1,300 unique visits each month Value of the Corporate Voice
  5. 5. 24,685 Unique Monthly Visitors 41,850 Unique Monthly Visitors 1,094,285 Unique Monthly Visitors Advocates Dominate Consumer Trust
  6. 6. “Dr. M. Kathryn Menard had supported efforts to win FDA approval for the drug, believing it ‘would make it easier for our patients to get the drug.’ Now, she is outraged. ‘This financial barrier, we see it as insurmountable.’” Source: Maternity Advocates Challenge High Cost of Preterm Birth Drug ABC News, March 29, 2011 Advocates Express Independent Voice
  7. 7. • During first 48 hours post-FDA approval, top stories are price-driven and appear on social media sites; 67% of discussions are negative • Company selects to “hear” out patient/professional groups and reinforce position • Fast moving news top-tier re-posting and shares include: – AP: 18,725 – LA Times Booster Shots Blog: 3,595 – Time Healthland: 1,504 – St. Louis Post-Dispatch: 544 – CBS News Health Blog: 530 – WSJ Blog: 190 • Reimbursement not secured post-launch – compounding continues • Company files for bankruptcy Advocacy Directs Value: KV Pharma