Assessing the Use of a Patient Centric Model When Treating

Multiple SclerosisAdvanced Pharmaceutical Marketing Research

April 24th, 2012

Focus MS Team PresentersChristian O’Brien ‘13

Courtney Shannon ‘12

Diana Sulecki ‘12Emma Venditti ‘12

No such thing as “Everlasting Love” with Multiple Sclerosis

Listen to Audio

Discussion of Findings Agenda

Methodology Key Observations Participant Profiles

Neurology Analysis1. Current Standard2. Comparison of Therapy Options Message3. Recommendations for Achieving Patient Centric Model

• This assignment called for female patients within the age range of 41-55 years old, and their caregivers

• Recruitment methods utilized: Social Media (LinkedIn & Facebook MS Groups) & Original webpage

• Specific Brands Analyzed: Gilenya, Avonex, Copaxone

• All messages and promotional themes, will be identified and analyzed

Methodology

Original Recruitment Website

Key Observations: Current literature is not directed towards patient’s emotional

rollercoaster with MS

• Gilenya is close, but Avonex, Copaxone and Tysabri missed by a mark as big as the Grand Canyon

• What can we do differently to make the initial discussion and later discussions more meaningful?

• How should doctors who specialize or treat MS more be trained? • Should there be an investment in an MS institute? Constraints?

• Based on words that patients used are the current terms correct -- initial, relapse, remitting?• How can we adapt their language so that real people with real disease can relate to it? • Similar diseases that may benefit from updated patient centric model

Focus MS Participant ProfilesMaria

• 41-55 years old, NY, SPMS

Jeri

•51 years old, FL, RRMS

Faye

•41-55 years old, PA, RRMS

Focus MS Participant ProfilesDebbie

•56 and older, PA, RRMS

Kelli

•20-30 years old, PA, Caregiver

Jill

•41-55 years old, NY, RRMS

Current Standard of Literature • Comparative claims are good to defend market share against direct competitors • Gilenya offers many resources through their Go Program, such as transportation,

exercises, wheelchairs and more• Gilenya images and copy provided hope without being misleading• Fragmented support program, so resources and support are tailored for the different

phases of therapy and disease progression

What works

• No elaboration of typical disease progression, especially because MS is so personalized

• Current support materials do not address the roadblocks to starting therapy• The safety claims that were made were not impactful• Images and copy were highly disconnected from patients’ day-to-day management

What doesn’t

Case Study: Avonex

“Start Early & Stay Active Longer”

Case Study: Avonex

Case Study: Avonex

Case Study: Avonex

Case Study: Copaxone

“Making Smart Choices for the Future ”

Case Study: Copaxone

Case Study: Copaxone

Case Study: Gileyna

“Discover your Possibilities”

Case Study: Gileyna

Case Study: Gileyna

Case Study: Gileyna

Case Study: Gileyna

Case Study: Gileyna

Recommendations for Improvement• One person- or concierge, if you will-that each patient deals with so they

are familiar with that patients case instead of a different person each time they call the hotline

• Continuous education• Work with DO to find a BEST-FIT therapy and exercise/lifestyle change

combo to help patient live their life to fullest potential with this new diagnosis – DOs are generally more in synch with RX and alternative therapies

combined• Current terms are OK, but glossary is helpful to help patient dialogue with

doctor• Work with disability foundations for other disease to help patient keep

their autonomous so they do not feel like they have lost their identity and independence

Patients Are Yearning for Support