new   ideas  for patient adherence  JOE SHIELDS, Pfizer
setup:  3 simple questions <ul><li>What’s your point of view (POV)? </li></ul><ul><li>What’s your process? </li></ul><ul><...
what’s  your  pov?
   patient pov ME Health Everything  Else TIME FRAME :  Forever
   hcp pov Patient Dx Dx Tx Tx Outcome Outcome Maintenance TIME FRAME : Variable, depending on health plan, patient mobil...
   payer pov Covered   Life Claims Dx Dx Dx Dx Tx Tx Tx Tx Cost/Outcomes TIME FRAME :  Variable, depending on patient mob...
   pharma pov Tx NRx RRx Dx <ul><li>Co-pay assistance </li></ul><ul><li>CRM </li></ul><ul><li>Retail & mail pharmacy </li...
what’s your  process ?
<1> gain insights
<2> set objectives
<3> audit current stuff
<4> align current  stuff with  <1> & <2>
<5> i.d. gaps
<6> fill gaps
<7> measure  programs &  business  outcomes
customer experience measurement not integrated Source: Forrester Research, 2009.
<8> improve  & keep  testing
recap:  a familiar process supports an adherence  system         INSIGHTS OBJECTIVES AUDIT ALIGN GAPS FILL MEASURE...
what does  good  look like?
insightful
systematic
multi- channel
scalable
social
what good looks like  (to me) SCALABLE INSIGHTFUL SYSTEMATIC MULTICHANNEL      SOCIAL Source : Me, a few hours ago.
review:  3 simple questions <ul><li>What’s your POV? </li></ul><ul><li>What’s your process? </li></ul><ul><li>What does go...
make sense?
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New Ideas for Patient Adherence

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  • Systematic = integrated
  • 1. Gain insights into Adherence barriers &amp; motivators 2. Set measurable objectives 3. Audit existing programs 4. Match existing interventions with Insights &amp; objectives 5. ID gaps &amp; opportunities 6. Develop “gap-fillers” 7. Consistently measure 8. Continuous improvement
  • Insightful Programs must be grounded in HCP and patient research on barriers and motivators to adherence. Design solutions to overcome the specific barriers for your treatment (such as cost, administration, forgetfulness, side effects) and enable the motivators (such as tracking progress, re-engaging in favorite activities, future wellness, family). Not all patients will respond to a single tactic if it does not address their particular issue. Co-pay and refill data can also provide insights about behavior, and help to trigger communications at the point when they are most relevant to a particular patient.
  • Systematic We have systematic ways to drive traffic to a website, generate leads, and convert prospects to patients. Adherence requires the same mindset and discipline, managing your investment in a portfolio of tactics and optimizing through consistent measurement. Programs must also be designed with an understanding of how the healthcare system actually works — referrals, co-pays, co-insurance, retail pharmacy reversals, specialty pharmacy interventions, and other important levers affecting HCP and patient behavior.
  • Multichannel Being systematic also requires an adherence “media plan” to ensure that you are reaching patients where they live, work and play. Are you covering the most important channels, knowing that not every patient will sign up for a pharma company’s relationship marketing (support) program? Are the retail and specialty pharmacy channels optimized? Does your product website support existing patients?
  • Scalable Every program requires effort and investment, so one needs to ensure that key elements of the program can scale nationally, using large networks of retail pharmacies, for example.
  • Adherence in most cases benefits from being “social”—look at Weight Watchers.
  • Speaker evaluations
  • New Ideas for Patient Adherence

    1. 1. new ideas for patient adherence JOE SHIELDS, Pfizer
    2. 2. setup: 3 simple questions <ul><li>What’s your point of view (POV)? </li></ul><ul><li>What’s your process? </li></ul><ul><li>What does good look like? </li></ul>  
    3. 3. what’s your pov?
    4. 4.  patient pov ME Health Everything Else TIME FRAME : Forever
    5. 5.  hcp pov Patient Dx Dx Tx Tx Outcome Outcome Maintenance TIME FRAME : Variable, depending on health plan, patient mobility & other factors
    6. 6.  payer pov Covered Life Claims Dx Dx Dx Dx Tx Tx Tx Tx Cost/Outcomes TIME FRAME : Variable, depending on patient mobility & other factors
    7. 7.  pharma pov Tx NRx RRx Dx <ul><li>Co-pay assistance </li></ul><ul><li>CRM </li></ul><ul><li>Retail & mail pharmacy </li></ul><ul><li>In-office / patient ed </li></ul><ul><li>Web </li></ul><ul><li>Call center </li></ul>TIME FRAME : Approx. 10 years, until medicine patent expiry
    8. 8. what’s your process ?
    9. 9. <1> gain insights
    10. 10. <2> set objectives
    11. 11. <3> audit current stuff
    12. 12. <4> align current stuff with <1> & <2>
    13. 13. <5> i.d. gaps
    14. 14. <6> fill gaps
    15. 15. <7> measure programs & business outcomes
    16. 16. customer experience measurement not integrated Source: Forrester Research, 2009.
    17. 17. <8> improve & keep testing
    18. 18. recap: a familiar process supports an adherence system         INSIGHTS OBJECTIVES AUDIT ALIGN GAPS FILL MEASURE IMPROVE Source : Me, last week.
    19. 19. what does good look like?
    20. 20. insightful
    21. 21. systematic
    22. 22. multi- channel
    23. 23. scalable
    24. 24. social
    25. 25. what good looks like (to me) SCALABLE INSIGHTFUL SYSTEMATIC MULTICHANNEL      SOCIAL Source : Me, a few hours ago.
    26. 26. review: 3 simple questions <ul><li>What’s your POV? </li></ul><ul><li>What’s your process? </li></ul><ul><li>What does good look like? </li></ul>   extra fingers
    27. 27. make sense?

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