Friday, April 18, 2008

DTC Conference: C&P Workshop Report

About 30 Attendees were present at the DTC Perspectives pre-conference morning breakout session: Innovations in Direct-to-Patient – Untapped Opportunities in Patient Education, Retention And Compliance.

There were a number of Presentations:
Grant Corbett, Principal, Behavior Change Solutions, Inc. led off the morning.

Susan Eno Collins, VP Health Education, HealthEd and Chris Duncan, Associate Director, Symlin Marketing, Amylin discussed one of the themes that was heavily promoted, Direct-to-Patient or “DTP”.
* Symlin is not allowed to do DTC, which is why they are heavy into education and compliance, especially since only 4MM patients taking insulin and even fewer are targets for the brand.
* Patients on Type 1 and type 2 are very different, so the customization of messages is important
* They use the Social Cognitive behavioral change theory, which is evidenced based
* A key component is a starter kit with emphasis on education and expectation setting. For example, one of the biggest reasons that patients stop is that they don’t lose the weight that they expect, and the kit tries to set expectations in that regard
* They use a number of companies and tactics to supplement their own website. Over 80% of patients want more live contact.
* The brand enrolled 700 patients in 6 months, with a target of 5% of all patients. They are currently hitting 4%, with enrollment is primarily web-based, BRC and 800#.

Paul Levine, VP, Analytic Services, Infomedics and Tom McDonnell, Product Director, Vyvanse Marketing, Shire spoke about the benefit of patient feedback.
* Objective of the Shire program was to accelerate loyalty/adoption and obtain feedback from patients and enrollment was coordinated with Shire’s CRM
* Shire wanted full integration, and program delivered a starter kit with DVD, coupon, etc. They survey patients for a baseline, at 3 weeks in and then 6 weeks in.
* Data collected has other benefits as well - used for abstracts, publications, presentations, etc.
* Stated that only one patient returning a survey to a doctor is needed to achieve a positive ROI
* Feedback is important for physicians, consumers, and it’s known that brand preference is influenced by patients
* Patient feedback is in the form of a one-page report delivered to the doctor. Questions are customized so they don’t elicit AE’s. They are colorful and doctor can figure out what is being said within 30-45 seconds.
* ROI is 40% overall compared to control group with low of 16% for a mature product and 90% for a launch product.
* No individual data is provided to brand. They get the template approved by MLR, but privacy can pose a challenge.
* They enrolled 10K patients for Vyvanse

Joe Shields, Product Director, ENBREL Consumer, Wyeth BioPharma and Joe Meadows, VP, Marketing & Creative Services, Catalina Health Resource provided an entertaining point-counter-point presentation on the six success factors for DTP.
* Scale - discussion was in comparison to TV’s reach. Catalina provided 1.3B personalized messages
* Targeting – finding the right patients. Buy a patient profile and then target the message
* Relevance – pharmacy provides place-based credibility
* Measurement – GRPs vs. RxFs; prescriptions filled. DTP enables additional analysis like days late/time to refill, effect of other therapies and ability to try and change the message
* Privacy – ensure the vendor you use is experienced, has a history, owns their own IP and are HIPAA compliant
* Play well together – no one has the complete answer to the problem and it takes a multi-faceted approach.

Brian Kaiser, VP, Strategy, Targetbase was the moderator for the session and gave his own presentation. Targetbase is an RM firm. If there is one take home, he says that you need to move a relationship speed. The strategies that brands need are:
* Information Strategy
* Translate DTC into DTP
* Move at relationship speed