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Improve Adherence, Increase Users/Prescriptions, and Switch Patients on Competing Drugs


Goals & Strategies

Davies


Uncover motivational messages that improve adherence for patients, attract new patients, and encourage patients using competing drugs to switch

Goals

Identify patients in order to engage them in direct and patient-to-patient dialogue, and deliver adherence and switching messages

Patient-to-Patient Motivator

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Utilize data mining to identify patients and advocates

Leverage online and offline patient-to-patient communication and segment messages to patients and competing drug patients

Strategy Execute multi-disciplinary outreach program using mail, email, phones, social media, and online advertising

Target a geographically defined area for pilot and then create a national scalable program

Patient-to-Patient Motivator

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Program Overview

Davies


Program Overview

Phase 1: Message Development and Data Mining Test

Phase 2: Data Mine to Identify Patients and Create Materials

Review, assess, measure, and recommend

Phase 3: Target Audiences & Execute Outreach Program

Phase 4: Expand to National Program

Adherent Patients & Competing Patients Switched

Review, assess, measure, and recommend

Patient-to-Patient Motivator

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Phase 1a Conduct qualitative research (Focused InterviewsTM) Research microtargeted audiences

Identify patient perspectives on adherence factors

Research and develop messages to understand patient perspectives on adherence and create a profile of our target audiences.

Use findings to create messages that will resonate with targeted audiences

Identify patient perspectives on taking competing drugs

Create patient profiles for patients and individuals taking competing drugs

Patient-to-Patient Motivator

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Phase 1b Target area containing high concentration of prescribers and competing drug patients Acquire data files that best match profiles for patients and those on competing drugs

Develop most costeffective patient identification process

Test data mining approaches to create

customized and scalable techniques to cost-effectively identify and communicate with patients.

Assess and adjust the patient profile and identification techniques

Create blind ID questionnaire

Test database building parameters in target area

Patient-to-Patient Motivator

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Conclusion of Phase 1 Review, Assess, Measure, and Recommend Message identification

Data mining effectiveness

Assess and determine metrics on program effectiveness, scalability, and ROI - and applicability to other products.

Data reliability

Overall cost-effectiveness to meet goals Patient profiling

Patient-to-Patient Motivator

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Phase 2a Email Phone

Online identification

Data mine to identify patients in targeted area and build database for outreach and communication program.

Direct mail

Patient advocacy groups

Physician offices

Social media

Patient-to-Patient Motivator 10


Phase 2b Utilize advocates’ success stories to promote efficacy and encourage adherence and switching Freeform/live-chat online venue for patients with a link to controlled website

Controlled and filtered website provides opportunity for adherent patients to share their stories

Fact booklet

Create materials that will be used online Cross-promotion with sales force and physician offices

and offline to share information and deliver key messages to patients and individuals taking competing drugs. Postcards

Third party patient-to-patient group (without remuneration) of advocates for use on controlled site and offline communications

Personalized letters and emails sharing positive adherent stories

Place online ads in targeted areas to increase traffic

Patient-to-Patient Motivator 11


Phase 2c Establish criteria for selection of advocates: length of adherence, community activism, and prior public statements Identify possible advocates Recruit qualified advocates for shared testimonials online and offline

Collect success stories and qualify

advocates who will share their adherence messages (“tips” and “tricks”).

Select advocates that will share their success stories online and offline

Collect stories of adherent patients and their successful “tips” and “tricks”

Patient-to-Patient Motivator 12


Patients

D i s e a s e S u f f e re r s

ID Advocates

D i s e a s e Patients S u f f e ron e r Treatment s o n T re a t m e n t

Leverage Advocates

T r e a t mAdvocates ent Activists

Patient-to-Patient Motivator 13


Phase 3a New patients through physician office materials and self-referrals Current patients through data mining Competitors’ patients through data mining

Interface with sales force

Target audiences with key adherence messages based on research findings for effectiveness.

Patient advocacy groups

Invite patients to join the P2P Group

Family members

Capture info of website participants (includes responses to brief survey on prescriptions and adherence)

Untreated patients through data mining

Patient-to-Patient Motivator 14


Phase 3b Direct mail Email Telephone

Text messages

Execute outreach program that will

leverage patient-to-patient dialogue and share messages and materials across all targeted audiences.

800 contact number

Social media

Online advertising

Educational events in targeted areas

Patient-to-Patient Motivator 15


Adherence pro forma of patients in program versus national average

Conclusion of Phase 3 Review, Assess, Measure, and Recommend

Number of competing drug patients switched

Personalized patient-to-patient

communication motivates current patients to be adherent and encourages patients using competing drugs to switch.

Increase in prescriptions in target area

Serves as foundation for cost-effective national program Greater number of prescribers in target area

Patient-to-Patient Motivator 16


Timeline & Budget

Phase 1: Message Development and Data Mining Test

Phase 2: Data mine to Identify Patients and Create Materials

Phase 3: Target Audiences & Execute Outreach Program

Phase 4: Expand to National Program

Adherent Patients & Competing Patients Switched

Patient-to-Patient Motivator 17

Davies Patient Adherence Program  

A presentation of how we find patients and engage them in dialogue that will improve adherence.

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