pharmaceutical digital marketing projects
DESCRIPTION
Age of pharmaceutical blockbusters is over. Advertising, promotion and sales of drugs is restricted. Social media is new metrics for drug success. Many pharmaceutical companies try to measure the success of their launch based on weekly script trends. The difference between social media data and data derived from prescriptions is significant: social media data can predict the future, while script data record the past. Could we transform pharmacovigilance into customer experience management tool? European pharmacovigilance legislation calls for increased participation by patients and consumers in the pharmacovigilance process and company sponsored websites can be useful tools to this end. Online patient conversations and information is growing exponentially but understanding and leveraging that data remains a challenge for most pharmaceutical companies. Switching from one medicine to another is the major topic of patients on line discussions. Smaller and generic pharma companies have been quicker to embrace the patient voice as a valuable real-time information source as they felt it more intuitive, unbiased and cost-effective than traditional market research.TRANSCRIPT
HOW TO TRANSFORM
PHARMACOVIGILANCE & ADHERENCE
INTO CUSTOMER
EXPERIENCE MANAGEMENT TOOLS
AGE OF BLOCKBUSTERS IS OVER
• Big data crunching • MedApps • Preventive medicine • eHealth records
• DNA databanks • Tissue and cell banks • Regenerative medicine • Nanotechnology
PROMOTION, SALES AND ADVERTISING IS RESTRICTED
Directives: • 2001/83/EC • 2004/27/EC Amending
Directive 2001/83/EC • EFPIA Code on the
Promotion to HCP • Rx vs Non-Rx • To Public vs to HCPs
• PATINET – central to
regulators
SOCIAL MEDIA IS NEW METRICS FOR DRUG SUCCESS
• Online patient conversations and information is growing exponentially
• Switching is a major topic of patient online discussion.
CROWD KNOWS WHO IS THE BEST …
Source http://treato.com/Humira/?a=s&for=RA#Effectiveness
PHARMACOVIGILANCE – TREAT OR OPPORTUNITY
• Module VI of the Good Pharmacovigilance Practice Guidelines
• Prescription Medicines Code of Practice Authority (PMCPA) issued helpful guidance for the industry on digital communications
• Company sponsored websites • MedApps
• Non-company sponsored websites
Source: http://www.pmcpa.org.uk/
PATIENTS CONCERNS VS. HCP CONCERNS
Source http://treato.com/Rheumatoid+Arthritis/?a=s
Humira HCP Concerns: • Infections • Tuberculosis • Hepatitis B reactivation • Neurological events • Immunosuppression • Malignancies • Hematologic reactions • Congestive Hart Failure • Autoimmune process • …
Source: EMA
ARE WE AT THE TURNING POINT ? “Janssen Healthcare Innovation is developing products and services to transform the patient experience and promote better health outcoes . We have identified improving medication adherence as one of our key initiatives .” Diego Miralles, M .D ., Head of Janssen Healthcare Innovation
“We have a better picture of what patients want from us and expect from us. That allows our R&D staff to think about the patient much earlier on in development and ultimately will lead to a much better solution for patients in the long run.” John Koconis, president and CEO, LEO Pharma Inc.
YES
WHY THE FOCUS ON ADHERENCE NOW? • Payers, Providers,
Regulators and Pharma have shared goal to achieve best outcomes from medicine use
• Real life value of medicines to patients and society is compromised by poor adherence
• Increased behavioral understanding and digital technology has created new opportunities
DRUGS DON'T WORK IF PATIENTS DON'T TAKE THEM
RESPONSIBLE MEDICINE USE
RESEARCH: PREVALENCE OF NON-ADHERENCE IN ASTHMA
1/5 of adult patients never fill the script
Average adherence rate: 47.5%
Rate of clinically sufficient treatment days: 34%
Self-monitoring (daily peak-flow): 39%
Diary over 6 months: 16.5%
Correct usage of inhaler: 25-30%
Prof Stephan Mühlig, TU Chemnitz
CAUSES OF NON-ADHERENCE
BUDGET FOR ADHERENCE PROGRAM
CASE STUDY: ECEMA MED-APP
Baseline Parents record current behavior for 2 weeks using eczema app.
Support programme Patients receive education pack + 30 min coaching call with eczema specialist nurse
Follow up Parents record adherence & outcomes post intervention for 2 weeks, and for another week at months 2 & 3
Source: Mrs. Marianne Gries, Regulanet Confernece
CASE STUDY: ECEMA MED-APP
• A UK phone coaching programme to bring emollient adherence closer in line with NICE guidelines
• Increase adherence & patient happiness, reduce eczema symptoms and referrals to the GP & Specialist
• Avg. 206% increase in adherence, 100% reported increased happiness, 81% reported significant reduction in eczema symptoms.
- Average 206% increase in emollient use - 81% of patients recorded a significant improvement in eczema symptoms 3 months after the support intervention
- Significant reduction in average GP visits after intervention. 1.9 pre coaching call down to 0.13 in following months
Results independently analysed by The Robertson Centre for Biostatistics, Glasgow University
STUDY: Improved emollient use reduces atopic eczema symptoms and is cost neutral in infants: before-and-after evaluation of a multifaceted educational support programe J M Mason; BMC Dermatology 2013, 13:7
CASE STUDY: MED-APP + MED-DEV + CLOUD
regulanet ®
250+ staff and associates
FarmavitaR+ RA Community (www.farmavitar.com) 1000+ registered users
worldwide
JV Partners Germany; England, Croatia; Portugal;
FarmavitaR+ 30+ staff and associates
FarmavitaR+ - 15 countries EU – Czech, Slovakia, Hungary, Slovenia, Croatia, Bulgaria. Romania Non-EU – Turkey, Ukraine, Serbia, Bosnia&Herzegovina, Montenegro, Macedonia, Kosovo, Albania regulanet® - 90 countries Rest of EMEA, USA, Japan, Brazil, Russia, India, China, Canada, GCC countries, Mercosur countries, Africa Our talent pool, worldwide
REGULANET INTERNATIONAL NETWORK
CONTACT US
Zdravko Mauko, Director Farmavita Regulanet Ltd. Okicka desni odvojak 2, 10430 Samobor Croatia Phone: +385/1/3377-058 Fax: +385/1/777 6314 [email protected] www.farmavitar.com