Cassie Schutte of Health Window, a solution provider company at the marcus evans PharmaMarketing Summit 2013, on empowering sales reps with data on why their drugs work. Interview with: Cassie Schutte, Chief Executive Officer, Health Window

1. Arming Sales Teams with Data on
Real-World Efficacy of Drugs
What implications does this have
for pharmaceutical product
marketing?
Salesforces go out and sell
pharmaceutical products as having good
clinical benefits, when in reality the
products work half the time. Where
salesforces previously competed on
clinical benefits, that is no longer a
Compliance
can
product differentiator.
How could they show that they
differentiate
Interview with: Cassie Schutte, work in the real world?
Chief Executive Officer, Health
Window Our system collects information on real-
world efficacy and improves compliance
“Pharmaceutical companies need to
prove that their drugs work in the real
by engaging patients with powerful,
relationship-based adherence programs.
We can monitor their compliance
your
world and that their competitors’
products might not have the same real-
world compliance and outcome
journey and disease outcomes, and
quantify back to the doctor that the
product now has real-world compliance.
product
benefits,” suggests Cassie Schutte, Combined with pharmacy data, we then
Chief Executive Officer, Health benchmark the data against competitive
Window. With the average compliance products.
rate at around 50 per cent, how could
healthcare providers get the expected Compliance can differentiate your
clinical benefits when patients are not product, but you need to be able to
taking their medication? “Companies quantify and prove it, and monitor
would attract the biggest stakeholders patients between doctor visits. Any final comments?
in the market if they could demonstrate
the real-world efficacy of their drugs What would better engage patients, The efficacy issue is valid to physicians
and how they could cut hospital costs,” doctors and the salesforce, for and funders. In the US, five per cent of
Schutte adds. better results? the population is on chronic drugs and
consumes a third of healthcare costs.
Health Window is a solution provider It is easy to make the wrong Many countries are funding the
company at the upcoming marcus as s u mp t io ns abou t w h at dr iv e s excessive hospital costs following from
evans PharmaMarketing Summit compliance. For example, pharma- poor compliance.
2013, in Palm Beach, Florida, May ceutical companies assume that patient
8-10. Here, Schutte shares his thoughts education would improve compliance, What pharma companies are
on pharmaceutical marketing , but knowledge does not help obese overlooking is that if they built real-
proving real-world drug efficacy, and people lose weight. They know they world efficacy and compliance, they
improving compliance. should exercise and eat right, but do could not benefit large sales growth, but
not apply the knowledge. also go to the big stakeholders and
Why are clinical trial results not show how they could save on
enough anymore? You need to engage people in a hospitalization costs that follow from
relationship to influence positive poor compliance.
Clinical trials are done in very controlled outcomes and compliance. There must
circumstances, where they ensure be trust to identify and overcome Often funders work in silos, and have
people take their medication to prove obstacles to compliance. Reps are not different people managing medication
that they work. However, compliance in trained to sell compliance benefits, but and hospitalization costs. The reality is
the real world is around 50 per cent, so it is important to link the compliance that if they spent a little more on
it is impossible to get the same disease program to the sales team. Rather, to compliance, they would save a
outcomes and clinical benefits as in equip the sales team with data and tools tremendous amount on hospital beds,
clinical trials. to sell compliance benefits well. which are extremely costly.

2. About the PharmaMarketing Summit 2013
The Marketing Network -
marcus evans Summits group
This unique forum will take place at The Ritz-Carlton, Palm Beach, Florida, May
delivers peer-to-peer information
8-10, 2013. Offering much more than any conference, exhibition or trade show, this
on strategic matters, professional
exclusive meeting will bring together esteemed industry thought leaders and
trends and breakthrough
solution providers to a highly focused and interactive networking event.
innovations.
www.pharmamarketingsummit.com
Contact
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Division
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About Health Window
Current compliance industry challenges include poor enrolment rates onto compliance programs, cost structures that don’t warrant
sufficient ROI’s, and assumptions that offer apparent quality - but lack impact ability. Health Window’s systems are geared as
feedback mechanisms to gain market insights from patients, in order to deliver high enrolment numbers, impactful support, and
product differentiation. With strategic agreements in place globally and central systems, global programs are easy and quick to roll
out.
www.healthwindow.co.za
About marcus evans Summits
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For more information, please visit: www.marcusevans.com
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To view the web version of this interview, please click here: www.pharmamarketingsummit.com/CassieSchutte