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

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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

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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

www.farmavitar.com