a view on the importance of consumers/patients in the new healthcare space

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Power to the Patient?!
Fonny Schenck, Across Health

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Across Health: Customer innovation. Strategy & execution
Fonny Schenck
 20 years of pharma experience, 7 years in international CRM and ebusiness
 head of EMEA CRM strategy: 2004-2006; head of global CRM strategy 2006-2007
Across Health
 Focused on innovative customer-centric go-to-market approaches
 15+ strong consultancy
 From strategy to implementation and success metrics/KPIs
 Unique offering in the industry
 Target customers
 Pharmaceuticals
 Devices & Diagnostics
 Consumer healthcare
 Hospitals
 Patient & professional associations
 International strategy
 Head office in Ghent (Belgium)
 Offices in Netherlands and New Europe
 Further international expansion ongoing
Extensive experience in int’l CRM strategy - implementation - change mgt

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Key trends in pharma

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Growth of pharma market is declining...

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Limited supply of new drugs...

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Value pricing/health economics become
key

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Increasing price pressures for drugs on market

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And patent expiration hits real hard...

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REAL hard (US example)

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The new environment has a strong impact on the
traditional go-to-market model

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From push to pull...full-fledged CRM enters the scene

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But also other stakeholders need to be included...
Patients
 No longer rely on guidance from
physician alone
Patients
 No longer rely on guidance from
physician alone
Payers
 Government healthcare spending pressure
 More proactive management of formularies
 Legislative support for lower-cost generics
Payers
 Government healthcare spending pressure
 More proactive management of formularies
 Legislative support for lower-cost generics
Physicians & GPs
 Prescription monopoly under erosion
 Access increasingly crowded
 Purchasing consortia taking on
negotiation role
Physicians & GPs
 Prescription monopoly under erosion
 Access increasingly crowded
 Purchasing consortia taking on
negotiation role
Nurses
 From passive to
active influencing
role
 Extended
prescription
formulary
Nurses
 From passive to
active influencing
role
 Extended
prescription
formulary
Pharmacists
 Expanded generic
substitution powers (Fr,
Ger)
Pharmacists
 Expanded generic
substitution powers (Fr,
Ger)
Payers
Pharmacists
Nurses
Patients
Physicians
& GPs
PharmaCos

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The only constant is change...

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A view from a pharma leader

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Patient CRM

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Novartis sees the web as key for its patient strategy

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Patient eCRM opportunities...
ATTRACT CONVERT RETAIN

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And the key platform is the Web...

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78%
73%
33%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
I have researched
certain diseases or
conditions online
I have researched health
or medical information
online
I have researched
pharmaceutical or
prescription drug
information online
The internet is creating more “prosumers” than ever before..
• In the past 12 months, have you researched health, medical or nonprescription
drug information online, for yourself or someone else?
N = 603
Base: All Respondents
The French ehealth market (2006)

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78%
72%
72%
50%
44%
7%
10%
23%
12%
10%
12%
18%
28%
4%
8% 13%
4%
6%
8%
14%
1%
1%
1%
2%
3%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
It is easiest to find health, medical, and
nonprescription drug information using this
source
This is the source I use most frequently for
health, medical, and nonprescription drug
information
This is my preferred source for health, medical,
and nonprescription drug information
This source has the most impact on my
healthcare decisions
I usually learn about new nonprescription drug
products through this source
Internet Friends and Family Books, Magazines, Newspapers Television Radio
...and is often the preferred source
• The Internet is considered the easiest source, the
preferred source, the most influential source, etc.
N = 567
Base: Use Specific Sources

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Disease awareness sites work...

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Example of e-call pages

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Survey set-up
An online questionnaire is put on 8 action-oriented pages for
schizophrenia and bipolar (ie. e-calls) when exiting the
page.
Qualified respondents
(patients & caregivers) were
asked to complete the pop-up
questionnaire (T1) and to opt-
in for a re-contact survey
(T2), sent out by e-mail, 4
weeks later.
Anonymized and aggregated
data, which were extrapolated to
a 12-month period, was reported
back after the re-contact survey.
t
1
2
3

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Compliance issues

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The value of compliance

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Compliance programs work...
www.ican.co.uk (Lundbeck - Cipralex)

27. The big picture
Web
2.0

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Consumers are using Web 2.0
Forrester Research, April 2007, Trends “Social Technographics®
”

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The Amazon way
“We take funds that might otherwise be used to
shout about our service, and put those funds into
improving our service. That’s the philosophy we've
taken from the beginning. If you do build a great
experience, customers tell each other about it.
Word of mouth is very powerful.”

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Social Networking
 Similar to MySpace, Facebook
Like a personal web page with links to “friends”
For patients – development of condition- related
communities
• Patientslikeme.com
• MyCancerPlace.com
• Personal web pages
• Forums, polls, resources, galleries
dailystrength.org
• Healthcare social networking

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patientslikeme.com (ATTRACT stage)
With estimates from 5,0004 to 15,0005 monthly unique visitors, this fledgling 3-yr.-old website’s
symptom search connects communities of patients and collected knowledge about user-supplied
shared symptoms. Users meet patients with the same afflictions and are able to communicate,
share progress, and collectively discover the answer to questions. Caregivers share experiences
and other medical professionals give advice as guests. Currently only centered on 3 groups of
diseases (ALS, MS, Parkinson’s), but plans to expand in the coming months.
The pleasant user interface contains bright, clear buttons and sections. Member profile pages are
clean and easy to view. The forum requires registration for viewing/commenting.

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sugarstats.com (RETAIN stage)
SugarStats allows diabetics to track glucose levels, medication, physical activity, et al. to create
trends and analytics that can be shared with other members, friends and family.
The site utilizes email, the web, and sharp, colorful graphs to give diabetics tools to enhance and
supplement (or replace) their pen-and-paper record- keeping. Giving users multiple modes by
which to record their vital stats ensures that essential personal information about diabetes factors
remains digitally near at all times.

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More power to the patient

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