PM360 Product Manager's Survey 2010

About Our Sponsor

CATALINA HEALTH RESOURCE
For 16 years, pharmaceutical companies have partnered with Catalina Health Resource to improve sales, increase incremental Rx volume and brand market share, and positively impact patient behavior and adherence to therapy. Pharmaceutical companies use Catalina to communicate directly with patients through a scalable network of leading pharmacy retailers and food-drug chains. This unique network of more than 17,000 pharmacies gives companies the ability to reach over 132 million patients throughout the United States.

Catalina’s advanced patient data management makes it possible to create and deliver highly relevant messages based on the most likely needs of a patient and with patient education in mind. Patients value and respond to this approach because it helps them manage their disease/condition and make informed decisions.

Depending on the goals of the brand team, Catalina offers multiple products and solutions that can work alone or together to create a powerful communication platform from which the brand can achieve its goals.

For example, to promote adherence to therapy or product awareness or to help patients as they start on a new product, PatientLink® has proven its ability to deliver results and produce an enviable Return on Investment. PatientLink is printed every time a patient fills a prescription within the Catalina Pharmacy Network and is attached to the prescription as it is delivered to the patient. PatientLink is delivered to 132 million patients annually as part of 1.4 billion prescription fills, delivering market-moving scale. PatientLink provides highly relevant messages based on a variety of factors that include the product dispensed, the patient’s de-identified Rx history, or other factors—all while maintaining full patient privacy. An independent survey shows that PatientLink is one of the most trusted sources of information for health consumers. Adding to its influence is the fact that each PatientLink is hand-delivered to the patient by the pharmacy staff.

Another important Catalina product that can enable pharmaceutical manufacturers to extend the reach of their co-pay assistance efforts is Adherence RewardsTM. Adherence Rewards creates a new co-pay assistance distribution channel—the pharmacy point of sale. Adherence Rewards messages are produced by a Catalina-owned printer located at the pharmacy register. When a patient pays for his or her prescription and the receipt barcode is scanned, Catalina software identifies the Rx product in the bag and the co-pay amount due, then prints the appropriate co-pay support message for the patient—all while maintaining patient privacy. Using Adherence Rewards, companies can invite patients to a website to enroll in a current co-pay assistance program and/or CRM initiative. Alternatively, the patient can receive a printed “soft card” version of the brand’s current co-pay card, thus extending the reach of the co-pay assistance program and driving increased adherence and product sales. Adherence Rewards differs from current co-pay assistance channels in that it prints in the pharmacy when the product is dispensed rather than relying on physicians or their staff to distribute the co-pay card. Because of this, Adherence Rewards is an excellent addition and improvement to current co-pay card programs.

Catalina also offers additional products and services that improve patient health and product sales. To find out more about Catalina and its complete suite of direct-to-patient communication products and solutions, visit www.catalinahealthresource.com.

JOSEPH MEADOWS, VP, Marketing & Creative Services Catalina Health Resource