At any given moment, a patient with a recent diagnosis and a physician-supplied prescription is scouring the Internet to find out more about the drug he or she is being asked to take. The patient typically will find a range of information from a number of sources: manufacturers, hospital systems, advocacy groups and other patients sharing their experience on social media. Such online engagement has quickly become common practice: the norm rather than the exception. One can only hope that in this vast new world of resources, a patient will find useful information, but that’s by no means a guarantee. In fact, some online resources can leave a patient feeling even more confused or concerned!... If you are interested in hearing more about how we create compelling, complaint and motivating video content, please contact me at robbie.mccarthy@the-pep.com. About PEP At The Patient Experience Project (PEP), our innovative, patient-centric approach means that we make listening to patients and caregivers – the end-users of the brands we represent – a priority. This patient-first focus gives us the distinct advantage of receiving their input up front, so that we are able to weave that valuable insight through the entire marketing process: including development of brand platforms, adherence and compliance programs, and all materials we create to communicate product messaging. Discover why our approach might just be right for your brand.

1. Video
has Power
for Pharma
— When It’s Done Right
by Robbie McCarthy, Principal and Managing Director
THE PATIENT EXPERIENCE PROJECT; ROBBIE.MCCARTHY@THE-PEP.COM
October 24, 2013
A
t any given moment, a patient with a recent diagnosis and a physician-supplied prescription
is scouring the Internet to find out more about the drug he or she is being asked to take.
In the process, the patient typically will find a range of information from a number of sources:
manufacturers, hospital systems, advocacy groups and other patients sharing their experience
in chat rooms and on blogs. Such online engagement has quickly become common practice:
the norm rather than the exception. One can only hope that in this vast new world of resources,
a patient will find useful information, but that’s by no means a guarantee. In fact, some online
resources can leave a patient feeling even more confused or concerned!
In terms of the different types of content available
information in videos, and 60% interact with their doctor
online, video has become king, with eight out of 10
as a result of watching a video.
Internet users in the U.S. viewing online video and six
out of 10 pharma consumers indicating a demand for
How then can pharma brands create compelling video
health videos. Because of video’s ability to create a
content with truly useful information that elevates the
more personal connection, video spots in branded
patient experience? How do you overcome perceptions
or disease education campaigns can be an effective
that company sponsored sites are self-serving and biased?
way to encourage patients, caregivers and healthcare
And how do you manage patient-shared experiences that
professionals to engage and act. The ROI is concrete:
may not accurately represent the medicine in question?
93% of pharma users take action after viewing health
You need to take the right approach.
How to Get It Right
In order to develop video content
medium while still adhering to
the letter, the video overstated the
that motivates action and complies
regulatory boundaries. DDMAC is
efficacy of the brand by suggesting
with all regulations, videos must be
focused on identifying videos that
that it would eliminate all hot flashes
carefully done. The FDA recently
overstate benefits and minimize
and other symptoms associated with
began paying a great deal of
risks. The most recent letter issued
menopause. Additionally, it minimized
attention to video, and pharma
was in response to a patient video
side effects that were documented
companies need to find the best
on a pharma site for an estrogen
on the website in text located only
way to communicate through this
replacement therapy. According to
underneath the video player.
continued

2. Video Has Power for Pharma — When It’s Done Right (continued)
Where to Start
Really understand your users
by a spokesperson, but this can shift
have also proved to be helpful when
Understand the people who take
during a poorly managed interview
working through approval processes.
your medicine. Not just patient flow
process. Thorough preparation,
charts and population potential,
detailed screening and a highly
but the beliefs and behaviors that
trained interviewer can go a long
determine how they engage with
way in eliciting responses that are
their condition and treatments.
natural yet appropriate from the
Recognize that these factors will
FDA’s perspective.
affect your success and integrate this
No games with safety
information – be loud and proud
“Balance” in your video should be
as consumer-friendly and natural
as the discussion of benefits.
Accompanying any contextual
Involve your stakeholders
balance should be the full ISI,
Working in close partnership with
integrated into the video itself as
the people charged with review and
well as on the page. The ISI should
approval is key. It really helps to
not be minimized by distracting
enhance their insight into the needs
visuals and other competing
of the product’s end users by holding
elements. We want to encourage
Watch for “content shift”
in execution
briefings on target patients’ needs
consumer understanding of the
and sharing insights from research.
facts related to taking medicines,
The benefits of any product
Behavioral models that influence
and this requires accurate
discussed in a video should, of
how patients engage with medicine
information to be prominently
course, be on-label when delivered
and direct involvement in shoot days
presented in accessible formats.
insight into everything you do. An
insight-based mindset will provide a
strong platform for getting execution
right: videos that are honest,
meaningful, authentic and compliant.
Planning For Success
Working Together
Planning for video success begins sooner than the
If the thought of working alongside an experienced
editing suite. With proper planning and expertise,
patient-centric team on your next video project is
the integration of risk information within a video is an
appealing, we can help. At PEP, our goal is to consistently
achievable best practice that will increase credibility,
deliver authentic and balanced communications that
foster understanding and share risk information in a
are more meaningful and relevant for the user audience
digestible format. Engaging medicine takers through
– while also resonating more with HCP teams and with
video is an excellent medium for conveying the message
the approval teams charged with assessing regulatory,
that “you are not alone,” which does not have to be
legal and medical perspectives. We strive to break down
expressed independently of the FDA guidelines. Video –
the barriers and duplication that exists between classic
done right – brings people together.
consumer and HCP communications.
If you are interested in hearing more about how we create compelling, complaint and motivating video content, please
contact me at robbie.mccarthy@the-pep.com.
About PEP
At The Patient Experience Project (PEP), our innovative, patient-centric approach means that we make listening to patients and
caregivers – the end-users of the brands we represent – a priority. This patient-first focus gives us the distinct advantage of receiving
their input up front, so that we are able to weave that valuable insight through the entire marketing process: including development of
brand platforms, adherence and compliance programs, and all materials we create to communicate product messaging. Discover why
our approach might just be right for your brand.