Qualitative 360 Europe 2014

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WALKING A MILE IN PATIENTS’ SHOES

PRESENTED by: Serra BOZKURT Plus Research Solutions Aydan KAYSERİLİ Transform International

THE

HOW HAS THE ROLE OF THE PATIENT SHIFTED? The traditional role of the Patient is in transformation

Patient Power has emerged

Informed In-Control Demanding Co-decision makers

MARKETING APPROACHES LEADING TO PATIENT CENTRICITY

Attributes & Feature Focused (efficacy, lower side effects, once- a -day, oral, patch )

Functional Benefit Focused (compliance, easy to use, convenient)

Emotion Focused (Exploring the patient journey)

THE APPROACH …

The world of Obesity is a complex one

The impact of the condition and the dealings around

its management , the individual coping strategies calls

for exploration beyond “rational techniques”

Accessing reality in order to gain a holistic view of

the patient and their experience with the condition

is necessary

Taking a journey into the real world of the patient

and documenting the patient story…

Tele-depths

Emotional techniques to understand

unarticulated influences and

emotional factors driving behaviour

360° View (personal+

social+public life)

Immersion interviews & observation

THE TOOLBOX …

OBESITY; A VICIOUS CIRCLE

obese

Eats more

Gets depressed

Eats even more

Puts more weight

Anger

Frustration

Reduced self-

worth

Hopelessness

AREAS TO ADDRESS WHEN DEVELOPING THE PATIENT CENTRIC STRATEGY -1 Redefine how you call out to your target group; “They don’t want to be called “

patients” or “ill” Need to hear motivating messages and success stories to increase compliance; ”I

feel that I’m a failure after being on so many diet & exercise programs” Be aware of the different phases of emotions they go through;

Denial , Shock Anger Guilt Anxiety Loneliness etc Acceptance (end –goal)

Be aware of their high expectations; “Miracle pill” Barriers to visit the doctor to lose weight Address concerns over safety of OTC diet pills Prevalent belief : “RX medication for weight loss is unattractive”

AREAS TO ADDRESS WHEN DEVELOPING THE PATIENT CENTRIC STRATEGY -2 Not aware of seriousness of diabetes as a concomitant condition of obesity (eg: Organ failure, need to control BG level)

Not motivated enough to co-manage Obesity and Diabetes • In denial that lifestyle is affecting condition

• Not managing to stay on good diet & exercise

• Majority not successful in managing diabetes overall

Poly pharmacy is a concern and reason for non-compliance

BUILDING TRUST and MOTIVATION for Co-MANAGEMENT via ; • Increased information flow from stakeholders to patients • Improving availability of self-managed education • Explaining treatment goals clearly • Communication of success stories based on QoL parameters

PATIENT,CARER SUPPORT & PHYSICIAN EDUCATION PROGRAMMES

TURNING PATIENT INSIGHTS INTO STRATEGY

Patient Insights

DTC Strategy/ Campaign

DTP Strategy/ Patient Support

Programs

INTEGRATED WITH HEALTHCARE PROFESSIONAL CAMPAIGN

DTC CAMPAIGN CONCEPTS (FROM LAUNCH TO OTC SWITCH)

Fat Blocker

Obsession

Healthy Weight

DTP STRATEGY/ PATIENT SUPPORT PROGRAM Patient Insights used to develop effective DTP strategy/Support Program to motivate consumers/patients to keep up with the weight –loss program as well as to continue to stay on the Rx medication. Insights that inspired the Patient Support Programme Need continuous support and tips on weight loss programs Need example diet & exercise plans Need information on medication and weight-loss concerns Buddy system to co-manage the condition Customised support and information flow to meet female and male expectations

WALKING A MILE IN PATIENTS’ SHOES

PRESENTED by: Serra BOZKURT Plus Research Solutions Aydan KAYSERİLİ Transform International

THE Thank you

Qualitative 360 Europe 2014

Silver Sponsor Gold Sponsor

Supported by

Organised by