Value of Awareness, Education,
    Training on Therapeutic
 Motivation & Compliance of
        Diabetic Patients

        ...
Brazil: Lilly / Roche (BMC) Business Results

  THE HARVARD - JOSLIN - SBD PROGRAM in Brazil




                     OBJE...
Brazil: Lilly / Roche (BMC) Business Results
          THE HARVARD - JOSLIN - SBD PROGRAM

                               ...
Brazil: Lilly / Roche (BMC) Business Results
          THE HARVARD - JOSLIN - SBD PROGRAM

                               ...
Brazil: Lilly / Roche (BMC) Business Results
         THE HARVARD - JOSLIN - SBD PROGRAM

                     PHYSICIANS ...
Brazil: Lilly / Roche (BMC) Business Results
         THE HARVARD - JOSLIN - SBD PROGRAM

                      EDUCATORS ...
Brazil: Lilly / Roche (BMC) Business Results
         THE HARVARD - JOSLIN - SBD PROGRAM

                 DIABETES BUSINE...
Brazil: Lilly / Roche (BMC) Business Results
        THE HARVARD - JOSLIN - SBD PROGRAM

           DIABETES BUSINESS OUTC...
Brazil: Lilly / Roche (BMC) Business Results
        OCT ‘97 SURVEY RESULTS - 200 ENDOs*



• ALL WORK IN PRIVATE CLININCS...
Brazil: Lilly / Roche (BMC) Business Results

       OCT ‘97 SURVEY RESULTS - 200 ENDOs



• 60% OF THOSE WHO RECOMMEND MO...
Brazil: Lilly / Roche (BMC) Business Results
                  OCT ‘97 SURVEY RESULTS - 200 ENDOs

          % WHO INDICAT...
Brazil: Lilly / Roche (BMC) Business Results
    DEC ‘97 - MAR ‘98 CONSUMER SURVEY RESULTS




• 29% WERE NEWLY DIAGNOSED ...
Brazil: Lilly / Roche (BMC) Business Results
  DEC ‘97 - MAR ‘98 CONSUMER SURVEY RESULTS




• 77% BOUGHT METERS WITHIN PA...
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Value Of Awareness, Education, Training On Motivation & Compliance

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Value Of Awareness, Education, Training On Motivation & Compliance

  1. 1. Value of Awareness, Education, Training on Therapeutic Motivation & Compliance of Diabetic Patients by Manas Kanungo
  2. 2. Brazil: Lilly / Roche (BMC) Business Results THE HARVARD - JOSLIN - SBD PROGRAM in Brazil OBJECTIVE “ PROVIDE EDUCATIONAL & CLINICAL TRAINING TO ENHANCE THE QUALITY OF DIABETES CARE IN BRAZIL ” 1996 – 1998 Source: Internal Data Copyright 2009: Manas Kanungo 2
  3. 3. Brazil: Lilly / Roche (BMC) Business Results THE HARVARD - JOSLIN - SBD PROGRAM SPECIFICS: • INCREASE AWARENESS OF DIABETES w/MEDIA, INFLUENCERS, PROFESSIONALS • PROVIDE EDUCATION MATERIALS, TOOLS FOR PROFESSIONALS, PATIENTS • PROVIDE CLINICAL TRAINING FOR DIABETES PROFESSIONALS: ENDOCRINOLOGISTS, DIABETOLOGISTS, PRIMARY CARE PHYS., GENERAL PRACTITIONERS, PSYCOLOGISTS, NURSES, DIETICIANS, NUTRITIONISTS, PHYSIOTHERAPISTS, ODONTOLOGISTS Copyright 2009: Manas Kanungo 3
  4. 4. Brazil: Lilly / Roche (BMC) Business Results THE HARVARD - JOSLIN - SBD PROGRAM DETAILS: • A 3 - Yr PROGRAM TO HELP DEVELOP THE DIABETES MARKET IN BRAZIL • CONTENTS and IMPLEMENTATION CO-DEVELOPED and CO-MANAGED BY HARVARD MEDICAL INT’L, JOSLIN CLINIC, and BRAZILIAN DIABETES ASSOC. (SBD) • PROGRAM COST: $ 2.1 MM - ELI LILLY: $ 1.5 MM FOR ALL PHYSICIANS - BMC / ROCHE: $ 0.6 MM FOR ALL EDUCATORS Copyright 2009: Manas Kanungo 4
  5. 5. Brazil: Lilly / Roche (BMC) Business Results THE HARVARD - JOSLIN - SBD PROGRAM PHYSICIANS PROGRAM 1. TWO DEDICATED, BY INVITATION ONLY, SYMPOSIUMS ATTENDED BY 1,200 ENDOCRINOLOGISTS (WHO PRE-PAID THEIR ATTENDANCE COSTS) 2. FIFTY EIGHT PROFESSIONAL COURSES & WORKSHOPS IN 58 CITIES, ATTENDED BY 4,969 GPs AND 5,493 DIABETES PROFESSIONALS 3. TWELVE FELLOWSHIPS TO H-J FOR EMERGING ENDOCRINOLOGISTS Copyright 2009: Manas Kanungo 5
  6. 6. Brazil: Lilly / Roche (BMC) Business Results THE HARVARD - JOSLIN - SBD PROGRAM EDUCATORS PROGRAM 1. TWO MEETINGS ATTENDED BY CORE TEAM OF 21-33 EDUCATORS 2. TWENTY THREE COURSES IN AS MANY CITIES ATTENDED BY 2,570: NURSES, NUTRITIONISTS, PHYSIOTHERAPISTS, PHYSICAL TRAINERS, PHARMACISTS, ODONTOLOGISTS, SOCIAL SERVICE WORKERS, STUDENTS, AS WELL AS GPs AND PSYCOLOGISTS 3. LILLY GLOBAL PROGRAM & TRAINING FOR FOUR AT JOSLIN CLINIC Copyright 2009: Manas Kanungo 6
  7. 7. Brazil: Lilly / Roche (BMC) Business Results THE HARVARD - JOSLIN - SBD PROGRAM DIABETES BUSINESS OUTCOMES 1. RE-ESTABLISHED LILLY’S CREDIBILITY AFTER RE-ENTRY IN BRAZIL 2. ACCLAIMED & RECOGNIZED AS DIABETES LEADER BY 83% OF ENDOS 3. SHARE GAIN FOR LILLY ONE YEAR AFTER LAUNCH: 4.2% 4. ACHIEVED #1 IN BRAND RECOGNITION, RECOMMNEDATIONS, AND LEADERSHIP IN MONITORING BUSINESS IN ONE YEAR; #1 SHARE (>40%) IN 2 Yrs Copyright 2009: Manas Kanungo 7
  8. 8. Brazil: Lilly / Roche (BMC) Business Results THE HARVARD - JOSLIN - SBD PROGRAM DIABETES BUSINESS OUTCOMES … contd. 5. NEW DIAGNOSIS INCREASED TO 29% IN TWO YEARS 6. TEST FREQUENCY INCREASED FROM 3-4 / MONTH TO 3-4 / WEEK 7. SIGNIFICANTLY RAISED COMPETITIVE BARRIERS FOR NEW ENTRANTS 8. SALES TEAM RECOGNIZED AS # 1 FOR ITS KNOWLEDGE OF: - DIABETES, PRODUCT AND TREATMENT - EDUCATION AND TECHNICAL MATERIALS Copyright 2009: Manas Kanungo 8
  9. 9. Brazil: Lilly / Roche (BMC) Business Results OCT ‘97 SURVEY RESULTS - 200 ENDOs* • ALL WORK IN PRIVATE CLININCS, 65% WORK IN HOSPITALS WHERE THEY HAVE INFLUENCE OVER THE MONITORING SYSTEM PURCHASED • 17% OF THEIR DIABETIC PATIENTS ARE TYPE -I, OF WHICH 58% USE MONITORS • 79% OF THEIR DIABETIC PATIENTS ARE TYPE -II, OF WHICH 33% USE MONITORS • MOST RECOMMEND TESTING 2-3/DAY FOR TYPE -I, 1/DAY TO 3/WK FOR TYPE -II • 60% RECOMMEND MONITORS, BASED ON PRICE, QUALITY, EASY TO USE * NOTE: 200 Endos represented 10% of all Endos at the time. Copyright 2009: Manas Kanungo 9
  10. 10. Brazil: Lilly / Roche (BMC) Business Results OCT ‘97 SURVEY RESULTS - 200 ENDOs • 60% OF THOSE WHO RECOMMEND MONITORS, RECOMMEND ADVANTAGE • PRICE IS THE MAIN REASON FOR NOT RECOMMENDING MONITORS, ETHICS 2nd • YOUNGER, FEMALE ENDOs MORE LIKELY TO RECOMMEND MONITORING • ALL VALUE IMPORTANCE OF EDUCATION PROGRAMS • HARVARD - JOSLIN - SBD PROGRAM ACCLAIMED BY 83% OF THOSE SURVEYED Copyright 2009: Manas Kanungo 10
  11. 11. Brazil: Lilly / Roche (BMC) Business Results OCT ‘97 SURVEY RESULTS - 200 ENDOs % WHO INDICATED WHICH SALES REPs WERE BEST FOR : BM / LILLY ABBOTT / BIOBRAS BAYER ASTA MEDICA DIABETES KNOWLEDGE 52% 33% 7% 2% VISIT FREQUENCY 50% 40% 8% 1% DEMO SUPPLIES 32% 36% 10% 1% TECH, EDUCATION MATERIALS 42% 34% 7% 2% PRODUCT KNOWLEDGE 52% 40% 8% 1% TREATMENT KNOWLEDGE 45% 30% 5% 1% POST-SALES FOLLOWUP 41% 33% 6% 1% Copyright 2009: Manas Kanungo 11
  12. 12. Brazil: Lilly / Roche (BMC) Business Results DEC ‘97 - MAR ‘98 CONSUMER SURVEY RESULTS • 29% WERE NEWLY DIAGNOSED WITHIN PAST 2 Yrs - (POST ADVANTAGE LAUNCH) • 70% ARE DIAGNOSED BY GPs, 12% BY ENDOs, 8% CARDIOLOGISTS • 54% ARE TREATED BY GPs, 35% & MOST SELF-TESTERS BY ENDOs/DIABs • 84% VERY SATISFIED w/METERS: 94% EOU, 94% SPEED, 92% ACCY, 86% SIZE • 77% CHOSE FOR FEATURES: 43% SIMPLE / EOU, 37% ACCY, 25% SPEED, 22% MEM Copyright 2009: Manas Kanungo 12
  13. 13. Brazil: Lilly / Roche (BMC) Business Results DEC ‘97 - MAR ‘98 CONSUMER SURVEY RESULTS • 77% BOUGHT METERS WITHIN PAST 2 Yrs - (POST ADVANTAGE LAUNCH) • 48% BOUGHT DUE TO HCP RECOMMENDATION • 45% USE ROCHE STRIPS: 32% ADVANTAGE, 8% GLUCOTREND, 5% HgT • 16% USE BAYER STRIPS, 16% ONE TOUCH (LIFESCAN), 13% PRECISION (ABBOTT) Copyright 2009: Manas Kanungo 13

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