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Pharmaceutical Digital Marketing Projects
1. HOW TO TRANSFORM
PHARMACOVIGILANCE
& ADHERENCE
INTO CUSTOMER
EXPERIENCE
MANAGEMENT TOOLS
2. AGE OF BLOCKBUSTERS IS OVER
New Age is about:
• Big data crunching
• MedApps
• Preventive medicine
• eHealth records
• DNA databanks
• Tissue and cell banks
• Regenerative medicine
• Nanotechnology
• Patient power
3. 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
4. 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.
5. CROWD KNOWS WHO IS THE BEST …
Source http://treato.com/Humira/?a=s&for=RA#Effectiveness
6. 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/
7. 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
8. 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
9. 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
12. 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
15. 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
16. 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
18. REGULANET INTERNATIONAL
JV Partners
Germany; England,
Croatia; Portugal;
FarmavitaR+
30+ staff and associates
regulanet ®
250+ staff and
associates
FarmavitaR+ RA Community
(www.farmavitar.com)
1000+ registered users
worldwide
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
NETWORK
19. 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
info@farmavitar.com
www.farmavitar.com
Notes de l'éditeur
EU Member States must prohibit the advertising to the general public of medicinal products which:
Are available on medical prescription only;
Contain psychotropic or narcotic substances;
Are not intended for use without the intervention of a medical practitioner.
The EFPIA HCP Code covers all methods of promotion including, but not limited to, oral and written promotional activities and communications, journal and direct mail advertising, the activities of Medical Sales Representatives, the use of internet and other electronic communications, the use of audio-visual systems such as films, video recordings, data storage services and the like, and the provision of samples, gifts and hospitality.
As the industry focuses on understanding the guidelines and how to execute against them, we find that the larger point is that the regulators clearly recognizes the value of patient conversations on the Internet. The key for Pharma is how to leverage this new force in healthcare: the online empowered patient. We see the benefits that the Internet brings to patients every day. The more data we garner on patient experiences, the more informed the pharmaceutical industry becomes, in decision-making around medications and treatments.
In this context, the patient insights available through user generated content can help pharma gain the relevant information they need to become true partners with patients and caregivers.
Exceeding the Patient Demand for Responsiveness. Embracing social media will require a willingness to move beyond the tightly controlled environment to which pharma is accustomed to take their patient-focused communications to a whole new level. No doubt navigating in the realm of immediate, transparent and responsive social media communications will come with a steep learning curve.For those willing to take it on the rewards can be great because immediacy, transparency and responsiveness are precisely what patients online have come to expect. It’s apparent in the hundreds of thousands of posts we see patients generate daily across more than 3,000 social health sites to voice their concerns, needs, fears and hopes when its comes to their health.
Social media can predict the success of a new drug launch much faster than traditional methods. 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.
Company Treato distills the patient voice from billions of patient-written social media posts on over 2,000 health blogs and forums. They filter out the patient experiences from the spam and other noise and analyze them using proprietary Natural Language Processing algorithms in our Big Data processing servers. The result is unique insights into drugs, conditions, and all that’s in between.
Online patient conversations and information is growing exponentially but understanding and leveraging that data remains a challenge for most pharmaceutical companies. Smaller 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.
“Social Media” for healthcare information is often incorrectly used interchangeably to refer to just two key networks, Twitter and Facebook. Consumers do not want to talk about sensitive health issues on their personal profiles. They are turning to thousands of anonymous health sites where they can ask questions and discuss their first hand health experiences without fear of personal exposure or their privacy being compromised.
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.
Companies have a high degree of control over company-sponsored websites, which are important sources of safety information and can be designed to facilitate pharmacovigilance. Web pages can provide access to adverse event reporting tools or include free text fields, to report suspected side effects. Other components like 'Terms and Conditions' or formal site registration can be used to enable companies identify and contact users to validate and follow-up on safety information. Moderation processes can also be implemented for companies to define actions to be taken in response to safety information being posted.
On company-sponsored websites, details of all adverse events or product complaints for the company's products needs to be collected and documented. The date the information was posted on the site and the date that anyone from the company or working on behalf of the company first becomes aware of the information must also be acknowleged.
Companies may release company sponsored apps for smart phones and tablet computers, where the app user can post comments on a non-company-sponsored site such as the app store through which the app is made available. Companies would not routinely be required to monitor app review comments posted on these platforms which are considered non-company sponsored digital media. However, if the company periodically reviews these comments for other purposes, any adverse event or product complaint identified should be collected and reported appropriately. Adverse event reporting is performed according to strict timelines but as there is no legal requirement to monitor non-company sponsored sites. Day zero is the day that the company first becomes aware of the adverse event or product complaint. Content generated via the app itself is to be treated as a company sponsored digital activity.
Companies may become aware of adverse events or product complaints on non-company-sponsored public portals or micro-blogging sites where content can be viewed by many site users. The company has a responsibility to follow-up these reports and should consider the most appropriate method of follow-up to protect patient confidentiality. For example, the company may direct the site user to contact the company via the company website, email or phone to provide further information.
Negative trends:
• Weaker pipelines
• More rigid reimbursement rules – comparison to gold standard
• Greater transparency / internet
• Competitive pressure – disrupting trends
• Success of innovations not just measured in clinical trials, but in real life
Disruptive trends:
Era of Blockbusters is over
Big data chanching
eHealth records
DNA databanks
Tissue and cell banks
Regenerative medicine
MedApps
Solution : Disrupt of be disrupted!