Creating value through patient support programs
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Creating value through patient support programs. The document discusses how adopting a patient-centric approach through patient support programs can enhance patient engagement, improve adherence and outcomes, and increase brand loyalty. It provides an overview of traditional versus holistic support programs and outlines key elements such as benefits investigation, education, nursing support, and peer resources. The document also discusses frameworks for understanding patient journeys, stakeholder needs, and conducting market research to identify opportunities to intervene with support.
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Creating value through patient support programs
- 1. Creating value through patient support programs Adopting a patient-centric approach to strategy & operations in pharma Ashley Ocvirk Senior Analyst SKIM Group
- 2. The rise of the influential patient
- 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. Outline Patient Support Programs Background Market Research Framework Case studies
- 5. Background
- 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. 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. 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. 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. 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. 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
- 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. 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. 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. Research overview PHASE 1 PHASE 2 PHASE 3 Exploratory Qualitative Immersion Session with the Brand Team Validate with Quantitative Competitive Intel
- 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. 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. 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. 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. Case Studies
- 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. 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. 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. Patient-centric research: an opportunity for MR to get a ‘seat at the table’ with other depts
- 26. Contact 26 skimgroup.com SKIM: Decision Behavior Specialists Ashley Ocvirk a.ocvirk@skimgroup.com Senior Analyst Based in New York