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Creating value through patient
support programs
Adopting a patient-centric approach to strategy &
operations in pharma
Ash...
The rise of the influential patient
‘Walking the talk’ in patient-centric pharma
We need to put a focus on
corporate culture and building a
community of emplo...
Outline
Patient Support
Programs Background
Market Research
Framework
Case studies
Background
Shifting away from brand-oriented activities to
a more holistic approach to patient support
Traditional
adherence
program
...
Basic structure of such patient support
programs
• Benefits investigation
• Copay assistance
• Injection trainings
• Educa...
Key benefits associated with investing in a
patient support program
Enhance patient engagement
Improve adherence & complia...
An opportunity for patient support initiatives to
step in and help
Nobody ever went to school to be a patient,
but suddenl...
Understand the patient journey and associated
needs at various stages
Initiation Control
QoLFrustration
Symptom
change
Fea...
Key inflection points along the journey reveal
opportunities to engage with patient
Starting
therapy
Changes in
Copay
Expe...
Market Research
Framework
Stakeholders of a patient support program
13
Patient
support
program
“All I know is that I need help to
pay for my medicat...
Patient support programs are also about
helping HCPs better serve patients
RX INITIATION PROCESS FOR HCPS
ACCESS TRAINING
...
Key questions and relevant experience for
each stakeholder
KEY QUESTION RELEVANT EXPERIENCE
PHYSICIAN
STAKEHOLDER
PATIENTN...
Research overview
PHASE 1
PHASE 2
PHASE 3
Exploratory
Qualitative
Immersion Session
with the Brand Team
Validate with
Quan...
Phase 1a: Exploratory Qualitative
Individual Interviews Online Bulletin Board Focus Groups
Establishing a range of
experie...
Phase 1b: Competitive intelligence
• HCPs typically work with
multiple brands
• Therefore, competitive
intel is relatively...
Phase 2: Immersion Session with the Brand
Team
Discuss the qualitative
outcomes deemed
relevant
Identify relevant
service ...
Phase 3: Validate with Quantitative
Metrics to assess current
services
Classification exercise
Measure impact on
loyalty
C...
Case Studies
Case study example 1
Characteristics
Examples
Considerations
Chronic conditions that can be managed with treatment and lif...
Case study example 2
Characteristics
Examples
Considerations
Conditions that involve expensive biologics/injectables, and ...
Key takeaways
Map out the patient journey to
identify where best to
intervene with the support
program
Remember patients a...
Patient-centric research: an opportunity for MR
to get a ‘seat at the table’ with other depts
Contact
26
skimgroup.com
SKIM: Decision Behavior Specialists
Ashley Ocvirk
a.ocvirk@skimgroup.com
Senior Analyst
Based in ...
Prochain SlideShare
Chargement dans…5
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Creating value through patient support programs

How do we become more patient-centered as an organization? How do we ensure the patient/caregiver experience is as optimal as possible?

These are the questions that are being poised to healthcare market researchers in today’s healthcare landscape. And typically healthcare market researchers are turning to methods like “patient journeys” and “patient personas” to help bring that patient-centered understanding to the organization. Problem is … in order to be truly patient-centered, you need to take this charge on from the inside out.

Experience, Design and Innovation departments are springing up in all kinds of healthcare organizations intent on facilitating the organizational shift towards patient-centricity. And, unfortunately, market researchers are intentionally not being invited to the table. If history repeats itself, that will soon change though. These Experience, Design and Innovation departments will need the rigor and breadth of method knowledge that market researchers have in order to succeed in the strategic agendas of their work.

This presentation will give market researcher pointers on which skills, methods and mindsets they’ll likely need to adopt if they are hoping to be perceived as a valued contributor to an Experience, Design or Innovation team. In essence, give attendees a blueprint for how to open up a whole new professional opportunity for themselves, with a simple reframe on whom they are and what they do.

Creating value through patient support programs

  1. 1. Creating value through patient support programs Adopting a patient-centric approach to strategy & operations in pharma Ashley Ocvirk Senior Analyst SKIM Group
  2. 2. The rise of the influential patient
  3. 3. ‘Walking the talk’ in patient-centric pharma We need to put a focus on corporate culture and building a community of employees who are really focused on the patient in everything we do. Anne Beal, MD Chief Patient Officer, Sanofi Driving culture change from the top CEO Chief Experience Officer Patient Centric Leaders Culture Process & Ideas P-SUITE TRANDITIONAL FUNCTIONS R&D Regulatory Medical Affairs Market Access PATIENTPatient Insight Unmet Needs “ Innovation
  4. 4. Outline Patient Support Programs Background Market Research Framework Case studies
  5. 5. Background
  6. 6. Shifting away from brand-oriented activities to a more holistic approach to patient support Traditional adherence program Refill reminders Pillboxes, alarms, compliance packaging Educational brochures, telephoning Delivery services Financial/co-pay services Holistic disease management program Care Team Assessment Payer Portal Carer Support Care Plan Management Education & Training Patient Engagement -financial/co-pay services Adherence Management Side Effects Management Clinical Support Personalized communication Treatment Management Patient networking programs
  7. 7. Basic structure of such patient support programs • Benefits investigation • Copay assistance • Injection trainings • Education • Nursing support • Supplies • Peer resources 1) Access to medication 2) Services to improve outcomes 3) Living with the condition
  8. 8. Key benefits associated with investing in a patient support program Enhance patient engagement Improve adherence & compliance Enhance access to medication Retain brand loyalty and bolster differentiation Foster loyalty with key stakeholders Thwart patient switch to generics/biosimilars or other competitive branded products
  9. 9. An opportunity for patient support initiatives to step in and help Nobody ever went to school to be a patient, but suddenly, upon diagnosis you have multiple instructions to manage your disease including appointments, tests, monitoring, diaries, and dealing with all of the emotions. “ ”-Andrew Schorr from the cancer advocacy group, Patient Power
  10. 10. Understand the patient journey and associated needs at various stages Initiation Control QoLFrustration Symptom change Fear about progression Injection training Nurse support Co-pay assist Education Nurse support Education Peer support Disease education EmotionalClinical
  11. 11. Key inflection points along the journey reveal opportunities to engage with patient Starting therapy Changes in Copay Experiencing side effects Changes in dosing Changes in insurance New / worsening of symptomsInitial injection training 24/7 Nurse support Finance assistance Tx tracking tools Educational program Finance assistance Benefits investigation 24/7 Nurse support 24/7 Nurse support Educational program 24/7 Nurse support Finance assistance Benefits investigation
  12. 12. Market Research Framework
  13. 13. Stakeholders of a patient support program 13 Patient support program “All I know is that I need help to pay for my medication. I feel like I’m not alone when the patient support program trains my on self-injection, and is there to answer my questions.” “Starting patients on these biologics is a real hassle, and patient support programs that make this easier are appreciated. Injection training frees me up to do other things, and I can use their educational materials in my practice.” • What does my program need to offer? • How can it stand out and impact prescribing? “I won’t prescribe a medication if I don’t feel confident the patient can get started on it. With that said, all these programs seem pretty much the same to me, and they’re all pretty good. I don’t know too much detail about them.” PATIENT MANUFACTURER NURSE PHYSICIAN
  14. 14. Patient support programs are also about helping HCPs better serve patients RX INITIATION PROCESS FOR HCPS ACCESS TRAINING Insurance coverage investigation and financial assistance Ensures access and by assisting with obtaining insurance coverage Injection training, education and support Inspires confidence that patients will initiate and maintain Tx Nurses spend the most time on the phone and filling out paper work. Physicians may need to hire staff to handle authorizations. Nurses are freed from providing training themselves.
  15. 15. Key questions and relevant experience for each stakeholder KEY QUESTION RELEVANT EXPERIENCE PHYSICIAN STAKEHOLDER PATIENTNURSE What is the actual impact on prescribing? • Ultimately responsible for prescribing • May take different programs into account How do different programs compare in alleviating the burden of getting patients started? • Most interaction with support programs • Deeper understanding of different programs What feelings does patient support invoke? How do those feelings impact brand loyalty? • Rely on programs for starting and staying with Tx • Programs provide assistance and comfort
  16. 16. Research overview PHASE 1 PHASE 2 PHASE 3 Exploratory Qualitative Immersion Session with the Brand Team Validate with Quantitative Competitive Intel
  17. 17. Phase 1a: Exploratory Qualitative Individual Interviews Online Bulletin Board Focus Groups Establishing a range of experiences Broad exploration of individual experiences Projective exercises for unstated feelings and unmet needs In-depth reflection and descriptive accounts Ideation and co-creation Assess extent of unmet needs MOST APPROPRIATE STAKEHOLDERS MOST APPROPRIATE STAKEHOLDERS MOST APPROPRIATE STAKEHOLDERS PATIENT NURSE PHYSICIAN PATIENT NURSEPATIENT
  18. 18. Phase 1b: Competitive intelligence • HCPs typically work with multiple brands • Therefore, competitive intel is relatively easy to obtain • Current patients with past experiences on other brands • Former patients who have switched • Competitor patients who have never been treated with the Rx in question HCPs PATIENTS
  19. 19. Phase 2: Immersion Session with the Brand Team Discuss the qualitative outcomes deemed relevant Identify relevant service offering packages Align the outcomes of the quantification phase with brand team needs and expectations
  20. 20. Phase 3: Validate with Quantitative Metrics to assess current services Classification exercise Measure impact on loyalty Current Services Potential New Services UNNECESSARY NICE TO HAVE ESSENTIAL Awareness Importance SatisfactionUtilization Baseline of engagement / loyalty Compare optimization strategies against baseline
  21. 21. Case Studies
  22. 22. Case study example 1 Characteristics Examples Considerations Chronic conditions that can be managed with treatment and lifestyle modification Diabetes, hypertension, asthma, COPD Enrollment and adherence are the key focus. This could include services that healthcare providers can promote to enroll patients in services that will lead to beneficial outcomes, such as adherence support and behavioral modification support to live a healthier lifestyle.
  23. 23. Case study example 2 Characteristics Examples Considerations Conditions that involve expensive biologics/injectables, and require ongoing emotional support due to their degenerative and progressive nature, or because of their uncertain course Multiple sclerosis, rheumatoid arthritis, cancer Due to the progressive nature of these conditions, patient and caregiver needs should not only focus on accessing and starting therapy but also staying on therapy, as physical, emotional and financial demands can change with time. Patient experiences are unique and diverse, so program offerings are often personalized to individual needs.
  24. 24. Key takeaways Map out the patient journey to identify where best to intervene with the support program Remember patients are often experts in their disease - they live with it everyday Patient support programs are also about helping HCPs better serve patients Ensure a program is sustainable in some way, not around for six months and gone once a product launch is over Continuously improve the program through performance monitoring to evaluate awareness, engagement, importance and satisfaction of service offerings and act on learnings
  25. 25. Patient-centric research: an opportunity for MR to get a ‘seat at the table’ with other depts
  26. 26. Contact 26 skimgroup.com SKIM: Decision Behavior Specialists Ashley Ocvirk a.ocvirk@skimgroup.com Senior Analyst Based in New York

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