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My asthma smi 25 01 12 v6

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  • I would like to thank SMI for giving us the opportunity to share with you our experience with MyAsthma
  • Myasthma is a web/app based support programme for asthma patients that was launched 2 weeks ago
  • Shortly after launch, the app received lots of attention from the media. The WSJ dedicated an article to it, C+D a magazine for pharmacists selected it as the app of the week a videopresnetingtehap in youtube had 500 views in the first two daysLast but not least The Sun featured the app last Thursday in their “what’s hot list”, do not panic it was on the health section, not on page 3
  • Not only the journalists found it interesting, but also the patients who are the end users of itAfter 2 weeks we have got over 1000 users and all reviews on the app atore and the android market are 5 starsSo, As you can see, a very successful launch of a very promising app, however....if you have read the title on the first slide, now you should be asking yourselvesWhere are the downs you mention in the title, and what is more important, where is the social media here?
  • if you have read the title on the first slide, now you should be asking yourselvesWhere are the downs mentioned on the title?, and what is more important in this event, where is the social media here?Well I think I can give you an explanation for that
  • The reason is that the project has evolved over time from a facebook based programme to an app based programmeWhen we were first contacted to give this presentation our proposal was a facebook based asthma challenge. Unfortunately shortly after we tested it and the feedback we got from the target audience obliged us to change the approach to an app based programmeUsually most people tend to share and learn from successful experiences however we really felt we learned a lot more from challenges and difficulties ion the first stages of the project, therefore we decided to keep the title and share with you how we reorientated a frustrated facebook campaign to build a succesful app based support programme What you will be hearing next are the 5 key lessons we have learned along the journey
  • oftenpharma companies are too product centric and forget about the patientsLesson number one, if you aim to build something for patients, forget about your brand. listen to them and focus on them
  • there is a big unmet need in asthma Over 50% of patients are poorly controlled and waht is more interesting, Despite all new treatments and guidelines for asthma, this has not improved over the past 10-15 years To investigate the problem, we used this graph showing the key steps in asthma treatmentWhat it shows us is that Drs are diagnosing the disease correctly, most diagnosed patients are receiving a treatment and the majority of them are filling the prescription, however, patients do not take the medication as prescribed, when they take it the inhalation technique is deficient and subsequently the drug deposition in the lung is suboptimal leading to poor resultsAs a pharma company we haveaccess and influence on the HCPs, but we lose control on what happens once the patient leaves the dr’s officeIt is clear we need to address patients to fill the gap, but how can we do it? how can we cover 5.4 million asthmatics in the UK?Digital channels seemed to be an obvious solution to reach them
  • So, ...If the issue sits with the patients, the solution needs to be patient focused....in December 2010 we briefed 3 agencies to design some proposals to meet the thefollowing objectives to fill the gap:Educate patients to raise the awareness on asthmaChange their behaviour to improve adherence to treatment
  • We then had two rounds of pitches, and this was the winning proposalAccording to the average age of the population targeted, The proposal was to build a programme inspired in the Arcade videogames of the 80s The campaign would have two components:An Online media campaign based on the Track&Field video game to motivate patients to live without restrictions and drive them to the facebook pageA facebookapp that could be easily integrated in patient’s lives. Nothing outside their routines that could educate on asthma control and agitate patients to do moreThe idea was to use gamification to build a 12 week programme with 12 weekly challenges for patients to solve themif they passed the challenge they would be granted access to additional information and more challenges.Every four weeks they would be reminded to assess their level of control with a validadted tool to demonstarte whether the education and the challenges were having any effect on their asthma control
  • This was tested with patients anad HCPs in may-june and it was very obvioyus something was fundamentally wrongPatients mentioned that Messaging, look and feel resonated very well however education is boring, they wanted personalisation and FB does not seem to be the right platformHCPs recognised the need for such a programme and appreciated our efforts to build it however they questioned the insightsm the hook and especially the quality of the content
  • We worked very hard with the agency to fix the problem but unfortunately, one month and many attempts later we felt we had lost confidence in the agency to deliver and decided to terminate the project with themThis was a very tough decision to make but it took us to lesson number 2
  • Select good partners: Esternally and internallyFollowing teh termination weconducted an AAR to analyse the problem in more depth. What had happened? How can we ensure it would not happen again?We concluded that we had selected the agency acccording to:Digital expertiseCapacity to deliver Proposed channel (Facebook)Despite all the difficulties we were sure there was an opportunity ti build something and we did not want to abandon the project therefore> Those 5 months taught us that the agency should be selected according to Agency selection should have been driven by:Digital AND health expertiseCapacity to deliver something tangibleClarity of accountabilityCommitment to us as a partner
  • This project had a lot of visibility with the Sr. Management of the company and we were under extreme pressure to deliver and deliver quickly. In the original pitch we had all liked the proposal one of the agencies however it could not be selected due to internal procurement policiesAs we could not afford a new pitch we decided to call them back to explore whether they could fix the problem for us 10 days later they came back to us with an updated proposal reflecting all the new learnings and that is when the project became an app based projectI would like to take this opportunity to thank the team in replay because they are the true stars in this project. They understood the need, responded quickly with a good solution and worked really hard to launch the project in 5 months Something was crucial for the agency to be able to deliver and that takes us to Lesson number 3. Nick please
  • A couple of days later we recalled one of the 3 agencies to refine their proposal;
  • Shortly after laucn, the app received lots of attention from the media (WSJ, selected app of the week, over 500 views in youtube)....
  • So now, I suppose that you must be eager to see the final resultsAfter so many ideas and preparations, what was actually the final result?
  • With the insights collected during teh research, we designed a new patient journey
  • This is the final result
  • But remeber that we had two objectives:Education and behavioural changeThis is how we deliver the second objective
  • This are the prelimibnary results
  • Transcript

    • 1. The ups and downs of a diseaseawareness campaign in social media: Learnings from a live example Dr Nick Broughton – Pharmaceuticalethics.com Mr Francisco Abad – GlaxoSmithKline 25th January 2012
    • 2. www.myasthma.com
    • 3. Launch to general public on Jan 10th 2012
    • 4. 1000+Reviews users Single
    • 5. The ups and downs of a diseaseawareness campaign in social media: Learnings from a live example Dr Nick Broughton – Pharmaceuticalethics.com Mr Francisco Abad – GlaxoSmithKline 25th January 2012
    • 6. From the Asthma challenge in facebook to MyAsthma app Launch Internal approval Production Objectives Brief TestingKick off New proposal Validation Amendments 1st 2nd Production round round pitch pitch Testing TerminationOct-10 Nov-10 Dec-10 Jan-11 Feb-11 Mar-11 Apr-11 May-11 Jun-11 Jul-11 Aug-11 Sep-11 Oct-11 Nov-11 Dec-11 Jan-12
    • 7. Lesson 1: A patient focussed objective...If the issue sits with the patients, the solution needs to be patient focused....
    • 8. Background• Despite all medicines and guidelines available, there is still a big unmet need in asthma (54% patients poorly controlled in EU1)• What are the causes? 120 100 80 60 40 20 0 Diagnosed Treated with Filling Taken as Inhalation Lung prescription prescription prescribed technique deposition• How can we as a pharmaceutical company address this issue with patients? 1. Adamek L. et al. Poster presented at ATS Denver 2011
    • 9. Two Patient Focussed Objectives• Raise awareness of poor control (EDUCATE)• Motivate to change behaviour (IMPROVE ADHERENCE)
    • 10. Initial approach: Gamification in facebook1. Online media campaign to motivate patients to live without restrictions and drive them to an online asthma challenge.2. Facebook app to integrate the challenge in patient’s lives to effectively educate on asthma control and agitate patients to do more
    • 11. Patient and Expert feedback – May-June 2011Patients Expert panel 8th June• Messaging, look and feel • Recognised the need for resonated very well action• Education is boring. • Recognised the lack of Challenge missing current digital offerings• Limited degree of • Questioned personalization – The insights required – The hook• Are all patients happy to – The execution share their condition in – The medical content facebook?
    • 12. One month and many attemptslater....
    • 13. Lesson 2: Select good partnersAgency selection originally Agency selection should driven by: have been driven by: – Digital expertise – Digital AND health expertise – Capacity to deliver – Capacity to deliver something – Proposed channel (Facebook) tangible – Clarity of accountability – Commitment to us as a partner
    • 14. From the Asthma challenge in facebook to MyAsthma app Launch Internal approval Production Objectives Brief TestingKick off New proposal Validation Amendments 1st 2nd Production round round pitch pitch Testing TerminationOct-10 Nov-10 Dec-10 Jan-11 Feb-11 Mar-11 Apr-11 May-11 Jun-11 Jul-11 Aug-11 Sep-11 Oct-11 Nov-11 Dec-11 Jan-12
    • 15. Lesson 3: Insight and expert advice are critical...If you have doubts, listen to your target audience and they will dictate the right way to go...
    • 16. Insight and feedback• The things you know• The things you don’t know• The things you don’t believe• The things you choose to ignore
    • 17. Market research focus groups• Patients – Overestimate their knowledge of asthma – Overestimate the control of their disease – Patients do not want education only – Demonstrate an interesting relationship with their blue inhaler – Asthma is a private disease. Platform must be selected accordingly – ACT must be the hook. The programme should be presented later – They require credible, validated tools – Require an empathetic not dictatorial approach – Believe there is value in an offering for the people who support them• GPs – Struggle to get patients back to review – Variable knowledge of some key information – Demonstrate much more interest in the idea than expected
    • 18. Learnings-based proposal1.A hook2.Accessible and private3.Personalised
    • 19. Expert advice: 17th November 2011• 3 asthma expert advisors• Much clearer approach• Concerns about information content – Much to be changed! – Needs multiple rounds of review over months! – Can’t possibly launch in 1 month!
    • 20. Natural concerns?• It will be out of control• Highly exposed• It has to be perfect• What if it’s not compliant
    • 21. Lesson 4: Courage...”The greatest mistake you can make in life is to be continually fearing you will make one”... Elbert Hubbard (American Editor 1856-1915)
    • 22. ‘The witless tragedy that iscompliance without ethics’ Me, yesterday
    • 23. Ethics > Compliance• Non-maleficence• Beneficence• Respect for autonomy• Justice
    • 24. The most compliant approach is not to do anything...
    • 25. Lesson 5:Get on with it
    • 26. From the Asthma challenge in facebook to MyAsthma app Launch Internal approval Production Objectives Brief TestingKick off New proposal Validation Amendments 1st 2nd Production round round pitch pitch Testing TerminationOct-10 Nov-10 Dec-10 Jan-11 Feb-11 Mar-11 Apr-11 May-11 Jun-11 Jul-11 Aug-11 Sep-11 Oct-11 Nov-11 Dec-11 Jan-12
    • 27. Patient or carer seeking information on asthma HCPs Internet www.myasthma.com Assessment of asthma control Registration Access to educational content Profiling Tailored content (behavioural support)
    • 28. Registration level ACT Level (pre-reg) Overview on the patient journey
    • 29. Personalised content to influencebehaviours Tailored messages Patient linking to profiling specific content
    • 30. Key metrics (as per 20.01.12) Users (breakdown) 5.05% 5.27% Patients Carers How did you know about HCPs MyAsthma? 5.27% 8.33% From HCp 89.67% 24.88% From friend/relative 61.52% Online searchPreferred platforms Printed media 8.57% 29.89% Android 61.54% iOS Desktop
    • 31. Learnings form an online disease awareness campaign: A Summary A patient focussed Committed agency & partners objectiveInsight and expert advice Courage to act
    • 32. For further information: • Francisco Abad, (francisco.m.abad-marin@gsk.com) • Nick Broughton, (nick.broughton@pharmaceuticalethics.com) www.myasthma.com This programme would not have been possible without:34

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