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BESTCopyright © Best Practices®, LLC 1Innovations in Patient-Focused InitiativesCase Studies in Reaching, Engaging, and Su...
BESTCopyright © Best Practices®, LLC 2Key Study Objectives Collect examples and develop “casestudies” of innovative progr...
BESTCopyright © Best Practices®, LLC 3Study Participants• Acorda Therapeutics• Amgen• Bayer• Biogen-Idec• BMS• Boehringer-...
BESTCopyright © Best Practices®, LLC 4Survey Respondents: Characteristics• 45 people representing 34 different companies• ...
BESTCopyright © Best Practices®, LLC 5Patient-Focused ActivityMaturity CurveMoreConsultativeMoreCommercialAwarenessInterac...
BESTCopyright © Best Practices®, LLC 6State of the Art: Getting to Level 3Experimentation Is Widespread, Results Are Spott...
BESTCopyright © Best Practices®, LLC 7Many Types of New Media and Channels UsedAll benchmarked companies reported using ne...
BESTCopyright © Best Practices®, LLC 8Marketing at the EdgeElements and Attributes of These InstancesRaising AwarenessCond...
BESTCopyright © Best Practices®, LLC 9Recognizing a New Disease EntityRaising Awareness of PAD (Peripheral Arterial Diseas...
BESTCopyright © Best Practices®, LLC 10Best Practices, LLC6350 Quadrangle Drive, Suite 200Chapel Hill, NC 27517919-403-025...
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Innovations in Patient-Focused Initiatives: Case Studies in Reaching, Engaging and Supporting Patients Report Summary

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Creating educational marketing that will engage patient populations is critical for building a sustainable brand and strong reputation. Given the constant and wide-ranging marketing messages directed at consumers, organizations need to develop and deliver innovative "go-to-market" educational strategies and tactics to win over patient groups.
To provide insights into new ways to approach and engage patient populations, Best Practices, LLC launched this benchmarking research to examine educational programs and initiatives aimed at winning patient populations. This document shares the experiences of leading companies and their initiatives to directly affect the lives and treatment of patients.

Published in: Health & Medicine, Business
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Innovations in Patient-Focused Initiatives: Case Studies in Reaching, Engaging and Supporting Patients Report Summary

  1. 1. BESTCopyright © Best Practices®, LLC 1Innovations in Patient-Focused InitiativesCase Studies in Reaching, Engaging, and Supporting Patients
  2. 2. BESTCopyright © Best Practices®, LLC 2Key Study Objectives Collect examples and develop “casestudies” of innovative programs andinitiatives Describe the rationale and objectives ofthese efforts Define the conditions and measures ofsuccess Understand the potential pitfalls andlimitations of such efforts Gain insights into the future of thesepatient-focused initiativesResearch Focus & MethodologyAs pharmaceutical, biotech, and medicaldevice companies seek new “go-to-market” strategies and tactics, they haveexplored new ways to approach andengage patient populations. Thisbenchmarking study examines theprograms and initiatives aimed at directlyaffecting the lives and treatment ofpatients.Data were collected using an onlinesurvey instrument covering topics relatedto collaborative efforts and communicationchannels to support these activities andpractices. In-depth interviews wereconducted with selected participants togather more detailed information pertinentto this study.Research Objectives and Methodology
  3. 3. BESTCopyright © Best Practices®, LLC 3Study Participants• Acorda Therapeutics• Amgen• Bayer• Biogen-Idec• BMS• Boehringer-Ingelheim• Dorland Global• Eli Lilly• Genentech• Genzyme• GSK• Hospira• Innopharmax• Jazz Pharmaceuticals• Kyowa Hakko Kirin• Merck• Minnow Medical• Nektar Therapeutics• Novartis• Noven Therapeutics• Novo Nordisk• Organon• Pacira Pharmaceuticals• Pfizer• Sandoz• Sanofi-Aventis• Skin Medica• Smith & Nephew• Solvay• Stiefel Laboratories• Teva• Theratechnologies• Triton• ZimmerMore than 40 representatives from 30-plus biopharma and medical device companiesresponded to the survey and/or shared insights through in-depth interviews.
  4. 4. BESTCopyright © Best Practices®, LLC 4Survey Respondents: Characteristics• 45 people representing 34 different companies• 2/3 were in pharma; rest were in biotech or medical devices• Half were in marketing; rest were in other departments• Typical respondent (individual values varied widely):– Had 12 years of industry experience– Had worked on 10 product brands– Had worked on 4 product launches
  5. 5. BESTCopyright © Best Practices®, LLC 5Patient-Focused ActivityMaturity CurveMoreConsultativeMoreCommercialAwarenessInteractionCollaborationInformationCommunicationEngagementLevel 3• Direct Involvement with Patients• Help with Treatment Regimen• Potential to Transform Outcomes• Lifestyle/Quality of Life issuesLevel 2• Web 2.0 efforts• Blogs• Patient Support (financial)• Community Building• Social NetworkingLevel 1• Informational Websites• Educational Websites• Disease State Portals• DTC Marketing/Product Focus
  6. 6. BESTCopyright © Best Practices®, LLC 6State of the Art: Getting to Level 3Experimentation Is Widespread, Results Are Spotty“…When you’re doing patient programming and patient messaging, you want that to be aligned, in someways, with the messaging that you’re providing the professional audience as well. It’s an integratedcommunications plan.” -Interviewed Vice PresidentChanging patient involvement with health outcomes is clearobjectiveLiving with diseaseInvolvement with drug developmentRelationship with medical care providerConnection to the community, family, advocacy groupsWorking with auxiliary healthcare servicesEngagement with pharmaceutical companyNo manual exists for how to do this workLandscape is dotted with only isolated examples ofsuccessInnovation seems to thrive in special circumstancesSmall target populations, such as orphan conditionsChronic diseases, where uptake can mean long-term relationshipAreas of high consumer/patient community interestWhere public health issues drive social networkingWhere gaps in healthcare provision create opportunities
  7. 7. BESTCopyright © Best Practices®, LLC 7Many Types of New Media and Channels UsedAll benchmarked companies reported using new media/channels to reach and engagepatients. Most common types were web sites, word of mouth, and call centers.Q: Which media or channel types have you utilized to reach and engage patient populations ininnovative ways or otherwise make a difference in patients lives? (Check all that apply)
  8. 8. BESTCopyright © Best Practices®, LLC 8Marketing at the EdgeElements and Attributes of These InstancesRaising AwarenessConditions, Treatment Options, SupportCapabilitiesProduct/Brand FocusUse of standard tools/traditional media to“tell and sell”Awareness/Behavioral ChangeIncreased awareness, use, treatmentprotocol, compliance, persistenceStandard (Known) CostsStandard costs for development, (new)media expenseBuilding CommunityRooted in Patient Experience of Conditions,Treatment Options, SupportCapabilitiesPatient FocusUse of new and traditional media to formpartnerships, “consult and join”Behavioral/Outcomes ChangeCommunity of actively engaged patients,communicating to drive better healthoutcomesVaried CostsNon-traditional methods often prove lesscostlyObjectivesProcessOutput/OutcomesCosts
  9. 9. BESTCopyright © Best Practices®, LLC 9Recognizing a New Disease EntityRaising Awareness of PAD (Peripheral Arterial Disease)• To leverage data showing that PAD was a predisposing factor forother cardiovascular diseases (stroke and heart attack)• To raise awareness that PAD could be treated as a specificdisease entity and get patients into treatment (for which companyhad a drug)ObjectiveProcess• Forged balanced partnership with physician community and local/ countypublic health agencies in the US• Developed materials to sponsor “diagnosis days” and “screening days” atlocal clinics• Worked with national health authorities and NICE in the UK to shape anational program that was run through pharmacies, supported by radio andTV spots to raise awarenessCostsOutput/Outcomes• Raised awareness of PAD as a treatable disease and drove a hugeincrease in sales of the company’s drug ($X00,000) in US• UK surveys, in side-by-side comparisons revealed a five-foldincrease in awareness and lagging increase in scripts• Minimal budget in both cases, leveraging national/state/localfunding• Pull through in UK pilot “supported and reinforced” by company
  10. 10. BESTCopyright © Best Practices®, LLC 10Best Practices, LLC6350 Quadrangle Drive, Suite 200Chapel Hill, NC 27517919-403-0251bestpractices@best-in-class.comwww.best-in-class.comAbout Best Practices, LLCBest Practices, LLC is a research and consulting firm that conducts work based on the simple yetprofound principle that organizations can chart a course to superior economic performance bystudying the best business practices, operating tactics, and winning strategies of world-classcompanies.Link for Report: Innovations in Patient-Focused Initiatives

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