Pharmaceutical Digital Marketing Projects

HOW TO TRANSFORM

PHARMACOVIGILANCE & ADHERENCE

INTO CUSTOMER EXPERIENCE

MANAGEMENT TOOLS

Pharmaceutical Digital Marketing Projects

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

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

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.

CROWD KNOWS WHO IS THE BEST …

Source http://treato.com/Humira/?a=s&for=RA#Effectiveness

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/

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

ARE WE AT THE TURNING POINT ?

“Janssen Healthcare Innovation isdeveloping products and services totransform the patient experience andpromote 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

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

DRUGS DON'T WORK IF PATIENTS DON'T TAKE THEM

RESPONSIBLE MEDICINE USE

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

CAUSES OF NON-ADHERENCE

BUDGET FOR ADHERENCE PROGRAM

CASE STUDY: ECEMA MED-APP

BaselineParents record current behavior for 2 weeks usingeczema app.

Support programmePatients receive education pack+ 30 min coaching call with eczema specialist nurse

Follow upParents record adherence & outcomes post intervention for 2 weeks, and for another week at months 2 & 3

Source: Mrs. Marianne Gries, Regulanet Confernece

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

CASE STUDY: MED-APP + MED-DEV + CLOUD

regulanet ®

250+ staff and associates

FarmavitaR+ RA Community (www.farmavitar.com) 1000+ registered users

worldwide

JV PartnersGermany; England, Croatia; Portugal;

FarmavitaR+ 30+ staff and associates

FarmavitaR+ - 15 countriesEU – Czech, Slovakia, Hungary, Slovenia, Croatia, Bulgaria. RomaniaNon-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

REGULANET INTERNATIONAL NETWORK

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

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