Compliance Strategies for a Higher Patient Response

403 views
368 views

Published on

Compliance Strategies for a Higher Patient Response, Center for Business Intelligence, 2004

Published in: Health & Medicine, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
403
On SlideShare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Compliance Strategies for a Higher Patient Response

  1. 1. Compliance Strategies for a Higher Patient Response Croom M. Lawrence e-Marketing & Consumer Communications Wyeth Pharmaceuticals
  2. 2. Disclaimer The statements contained in this presentation reflect the viewpoints of the individual presenter and his experiences. This presentation is not endorsed by nor does it necessarily reflect the views of Wyeth or any of its subsidiaries.
  3. 3. To quality as a “disease management program”, a program must include (i) a population identification process (ii) evidenced based clinical practice guidelines, risk identification and matching of interventions with clinical need (iii) patient self- management and disease education (iv) process and outcomes measurement, evaluation, management and reporting. What qualifies as a disease management program under California law? Personalization Patient Health Education Program Recruitment Measurability
  4. 4. Identify Differentiate Interact Customise don’t know customers treat everyone the same talk at customers one size fits all know transactions by value only talk with, but forget some choice know history by value then needs talk with, remember customise some know preferences by enhanced customer needs feedback loop mass customize Personalization and customization is key to value creation for patients (and for program designers) Adapted from Peppers & Rogers Group slides “Privacy Implications for Pharmaceutical Marketing and Database Building”, August 2002 Compete on Customer Intimacy
  5. 5. Sources of Innovation The new Blue Chip Techs Q: What do these companies have in common? A: Customer-driven value proposition •Database Marketing •On Demand Content •Personalization
  6. 6. Operational Excellence - Compliance • C&P Program customized to meet: – brand objectives and constraints – financial hurdle rates • Pass internal approvals – Medical/Legal/Regulatory • Campaign Integration – Brand reinforcement – Consistency w/ patient value proposition – Measurable Impact to Compliance
  7. 7. What is Needed (Strategically) • Manageable pilots across the product portfolio with different capabilities • Disciplined sharing and leveraging of best practices to ensure efficiency • Disciplined measurement of pilot program ROI to make “go/no-go” decisions and ensure financial accountability of the initiative • “Grass roots” knowledge of the elements of CRM success to ensure consistency of execution Adapted from Peppers & Rogers Group slides “Privacy Implications for Pharmaceutical Marketing and Database Building”, August 2002
  8. 8. Considerations going forward • Personalized medications requires support to smaller patient population • Higher degree of patient activism and empowerment • Business requirement of faster program deployment • Stronger collaboration and education of key health care providers
  9. 9. Thank you!
  10. 10. Thank you!

×