2017.Jun.22 Szinapszis_Takeda_Patient_Insight_EphMRA
- 1. A Multi-disciplinary Researchto Guide Multiple Myeloma Patient Support Efforts A joint project of Takeda Pharmaceutical Company Limited And Szinapszis Market Research & Consulting Nienke Feenstra Country Head for Hungary Eszter Kun Director of Research
- 2. Objectives from Takeda Translatingobjectives to research questions and methodology Outcomes of the study – which unmet needs were identified? Learnings on doing the study / technical Key learnings Agenda
- 3. In preparing ourentry in the field on myeloma we had the following starting points How to build a bespoke Patient Engagement Program that goes beyond adherence? Takeda wants to put the patient at the center of everything we do In Hungary there was a lot of passion at different stakeholders in haematology – but not very well connected Big differences in knowledge on myeloma within Hungary and lower availability of treatments for patients
- 5. So, how didSzinapszis translate the question into research? The research question: IMPACT of Multiple Myeloma on patients’ life ? IMPROVE QoL ? (outside of medical treatment)
- 6. So, how didSzinapszis translate the question into research? The research goal: To fully understand their quality of life, experience with symptoms, treatments, doctors. 1. LIVING with MULTIPLE MYELOMA 2. Difficulties on PATIENT PATHWAY 3. Mapping the phases: WHERE to support 4. And HOW to best support
- 7. So, how didSzinapszis translate the question into research? The business relevance: IDENTIFY the strategy for market entry of Client's new drug, findings can be COMMUNICATED to STAKEHOLDERS.
- 8. Encompassing research design 8 Inorder to add value in care and support, all stakeholders need to be involved! (Stakeholder Board no 2.) We met patients in their home environment… (Ethnopraphic IDIs) We brought to light patients’ journey and wishes… (Stakeholder Board no 2.) Then started a community… Next 3 months: the Marathon of Understanding (Online Bulletin Board)
- 9.
- 10. Changes due tothe disease MEDICATIONS, VITAMINS NEW MOWING MACHINE ORTHOPEDIC SHOES NEW CAR WITH EXTRAS MEDICAL ACCESSORIES *Picture is illustration FURNITURE POSITINONED FOR SUPPORT
- 11. Process flow explored Diagnosis Possibilityof Transplant Transplant not possible Chemotherapy Hospitalization - ambulant treatment – treatment at home Infusion – injection - medicine Chemotherapy preparing for transplantation Treatment of other diseases and symptoms Remission Control – phlebotomy, infusion for bones strengthening Transplantation Relapse
- 12. Transplantation as treatment =Belief Process told in feelings Chemo = Pain & suffering Chemo = Pain & suffering Remission = Peace & relief Relapse = Falling down Other treatments = Awaiting Chemotherapy as treatment = Hope Diagnosis = Despair Psychological support is particularly needed again! EK Psychological support is particularly needed!
- 13. Process told infeelings – Patient Voice 13 Those, who took part in the ethnographic interviews agreed to answer some questions on camera. In Hungarian, the word one of the patients uses to describe Myeloma Multiplx is „treatable” – meaning it is not curable.
- 15. Participant’s dashboard Text Questions and Answers SingleSelection Multi Selection Agreement Polls Using polls Online Bulletin Board platform – Q&A and so much more 3 month long online community based experience, gain a deeper, longitudinal insight into their daily life. Support the respondents throughout – technical & personal! Client is be able to observe using a „ghost” account
- 16. RELIABLE AND EASY TOUNDERSTAND INFORMATION ABOUT THE DISEASE AND TREATMENTS TRAIN DOCTORS, WHERE MYELOMA PATIENTS ARE LIKELY TO TURN UP BEFORE DIAGNOSIS COMMUNITIES TARGETED TO MYELOMA PATIENTS TRAIN MYELOMA SPECIALISTS IN COMMUNICATION KEY AREAS OF NEED PRACTICAL HELP IN PROBLEMS CONNECTED TO RECEIVING TREATMENT AND HOW TO ADDRESS THEM PRACTICAL SUGGESTIONS HELP, PREPARE AND SUPPORT RELATIVES
- 17.
- 18. Haematologists Haematologists were surprisedat the differences between medical science and patient’s perceptions Haematologists on board made changes in their patient- interactions during the research: Transplantation misunderstanding amongst patients was addressed Changes in patient- interactions made Patients Patients were happy to contribute and share their story Patients appreciated the received information during the process Patients in the online bulletin board asked for a personal meet-up opportunity Key learnings went beyond initial objectives
- 19. We got theopportunity to form a strong relationship of trust with our client Gain a deeper understanding of KOL physicians – an important target group for us Key learnings went beyond initial objectives Outcomes / insights will be part of basic training curriculum for myeloma It has been a strong engagement tool with our external stakeholders in Takeda Main objective has been met: we have the starting points for building a bespoke PEP Project in the heart of the sweet spot where patients, haematologists and company needs meet
- 20. Un-met patient needsun-related to drug therapy were identified and possible actionable ideas developed TOGETHER with patients! And where we arrived to: 20 The research itself added value we had not anticipated!
Editor's Notes
- #21 NFA to present However, when describing the main reason of the positive feeling we have after finalising this research is really that it has had such a positive impact on patients whilst doing it and we will ensure the same for the follow up. Many people in pharma are in it to add value to patients lives through innovations, but not many get to experience the value we can bring to patients lives so clearly, especially together with them – this project has been one of those cherry on the cake projects where we realize we can truly do that.