{"id":710864,"date":"2020-09-08T18:45:01","date_gmt":"2020-09-08T18:45:01","guid":{"rendered":"https:\/\/www.pm360online.com\/?p=710864"},"modified":"2020-10-01T15:19:53","modified_gmt":"2020-10-01T15:19:53","slug":"getting-patients-started-on-the-right-foot","status":"publish","type":"post","link":"https:\/\/www.pm360online.com\/getting-patients-started-on-the-right-foot\/","title":{"rendered":"Getting Patients Started on the Right Foot"},"content":{"rendered":"<p>It cannot be overstated how stressful it is when a patient is first diagnosed with a disease. In that moment, physicians may be relaying information patients may not understand or are just too overwhelmed to process. Figuring out what lifestyle adjustments they must make, including changes to their diet or getting more exercise. Starting a new medication and dealing with the ramifications of that, such as getting help affording it, dealing with potential side effects, or just remembering to take it. But pharma companies can help patients prepare for what\u2019s ahead through tools, tech, and other services that offer the information and support patients need to adjust to this change. To learn what is the best approach pharma marketers can take to help new patients, <em>PM360<\/em> asked 10 experts:<\/p>\n<ul>\n<li>What are the most important components of patient starter kits? What information, services, or areas do companies often fail to cover in these kits that need to be included? How can you better ensure the materials in the kits will resonate with patients and help provide them with the kind of understanding they will need to take and stay on their new therapy?<\/li>\n<li>In general, what are the best strategies for helping to onboard new patients to new medications? Beyond starter kits, what other services, programs, tools, technology, or information should life sciences companies offer to patients at this time? What types of programs and services are typically the most effective?<\/li>\n<li>How do you determine what types of materials or programs will work specifically for the patients with the disease you are trying to help?<\/li>\n<li>How have advancements made in digital health, telemedicine, and other general digital engagement changed the approach to helping new patients get started on your brand?<\/li>\n<li>Do you have any suggestions for how life sciences companies can improve their typical approach to introducing patients to their new medications? What innovative ideas or programs should companies consider in order to better meet the needs of today\u2019s patients?<\/li>\n<\/ul>\n<p><em>The opinions expressed by the authors in the Think Tank section are their own and do not necessarily reflect those of their affiliated companies or organizations.\u00a0 <\/em><\/p>\n<p><ul id='GTTabs_ul_710864' class='GTTabs' style='display:none'>\n<li id='GTTabs_li_0_710864' class='GTTabs_curr'><a  id=\"710864_0\" onMouseOver=\"GTTabsShowLinks(' Stephen Fanuele'); return true;\"  onMouseOut=\"GTTabsShowLinks();\"  class='GTTabsLinks'> Stephen Fanuele<\/a><\/li>\n<li id='GTTabs_li_1_710864' ><a  id=\"710864_1\" onMouseOver=\"GTTabsShowLinks(' Nate Lucht'); return true;\"  onMouseOut=\"GTTabsShowLinks();\"  class='GTTabsLinks'> Nate Lucht<\/a><\/li>\n<li id='GTTabs_li_2_710864' ><a  id=\"710864_2\" onMouseOver=\"GTTabsShowLinks(' Betty Rhiew'); return true;\"  onMouseOut=\"GTTabsShowLinks();\"  class='GTTabsLinks'> Betty Rhiew<\/a><\/li>\n<li id='GTTabs_li_3_710864' ><a  id=\"710864_3\" onMouseOver=\"GTTabsShowLinks(' Serge Loncar'); return true;\"  onMouseOut=\"GTTabsShowLinks();\"  class='GTTabsLinks'> Serge Loncar<\/a><\/li>\n<li id='GTTabs_li_4_710864' ><a  id=\"710864_4\" onMouseOver=\"GTTabsShowLinks(' Jess Seilheimer'); return true;\"  onMouseOut=\"GTTabsShowLinks();\"  class='GTTabsLinks'> Jess Seilheimer<\/a><\/li>\n<li id='GTTabs_li_5_710864' ><a  id=\"710864_5\" onMouseOver=\"GTTabsShowLinks(' Sandra Graham-Mason'); return true;\"  onMouseOut=\"GTTabsShowLinks();\"  class='GTTabsLinks'> Sandra Graham-Mason<\/a><\/li>\n<li id='GTTabs_li_6_710864' ><a  id=\"710864_6\" onMouseOver=\"GTTabsShowLinks(' Ross Quinn'); return true;\"  onMouseOut=\"GTTabsShowLinks();\"  class='GTTabsLinks'> Ross Quinn<\/a><\/li>\n<li id='GTTabs_li_7_710864' ><a  id=\"710864_7\" onMouseOver=\"GTTabsShowLinks(' Andrea Geppert'); return true;\"  onMouseOut=\"GTTabsShowLinks();\"  class='GTTabsLinks'> Andrea Geppert<\/a><\/li>\n<li id='GTTabs_li_8_710864' ><a  id=\"710864_8\" onMouseOver=\"GTTabsShowLinks(' David Ormesher'); return true;\"  onMouseOut=\"GTTabsShowLinks();\"  class='GTTabsLinks'> David Ormesher<\/a><\/li>\n<li id='GTTabs_li_9_710864' ><a  id=\"710864_9\" onMouseOver=\"GTTabsShowLinks(' Rob Heller'); return true;\"  onMouseOut=\"GTTabsShowLinks();\"  class='GTTabsLinks'> Rob Heller<\/a><\/li>\n<\/ul>\n\n<div class='GTTabs_divs GTTabs_curr_div' id='GTTabs_0_710864'>\n<span class='GTTabs_titles'><b> Stephen Fanuele<\/b><\/span><\/p>\n<p><a href=\"https:\/\/www.bms.com\/\"><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter wp-image-710874\" src=\"https:\/\/www.pm360online.com\/wp-content\/uploads\/2020\/09\/Think-Tank-0920-Stephen-Fanuele-scaled.jpg\" alt=\"\" width=\"1372\" height=\"500\" srcset=\"https:\/\/www.pm360online.com\/wp-content\/uploads\/2020\/09\/Think-Tank-0920-Stephen-Fanuele-scaled.jpg 2560w, https:\/\/www.pm360online.com\/wp-content\/uploads\/2020\/09\/Think-Tank-0920-Stephen-Fanuele-300x109.jpg 300w, https:\/\/www.pm360online.com\/wp-content\/uploads\/2020\/09\/Think-Tank-0920-Stephen-Fanuele-1024x373.jpg 1024w, https:\/\/www.pm360online.com\/wp-content\/uploads\/2020\/09\/Think-Tank-0920-Stephen-Fanuele-768x280.jpg 768w, https:\/\/www.pm360online.com\/wp-content\/uploads\/2020\/09\/Think-Tank-0920-Stephen-Fanuele-1536x560.jpg 1536w, https:\/\/www.pm360online.com\/wp-content\/uploads\/2020\/09\/Think-Tank-0920-Stephen-Fanuele-2048x746.jpg 2048w, https:\/\/www.pm360online.com\/wp-content\/uploads\/2020\/09\/Think-Tank-0920-Stephen-Fanuele-376x137.jpg 376w\" sizes=\"(max-width: 1372px) 100vw, 1372px\" \/><\/a>Patient starter kits are valuable educational materials with components such as treatment journals and doctor discussion guides along with core product benefits information and some type of administration or dosing guide to help patients acclimate to their new treatment behavior.\u00a0All of these elements are helpful and informative, offering up a range of educational resources to support patients in the management of their new treatment.<\/p>\n<p>The balance needed is identifying what information companies want to provide versus what information patients need.\u00a0As marketers, we have to communicate the benefits of our brand or company and differentiate ourselves in crowded treatment categories.\u00a0As <em>patient<\/em> marketers, we have a responsibility to understand what patients need at this transitional time and embrace both their clinical and emotional needs.<\/p>\n<h3>Offering Patients Empathy<\/h3>\n<p>Showing empathy through our content and our communications helps reassure patients that the company or manufacturer of their treatment is actually thinking of them as not just a patient, but as a person.\u00a0For example, identifying patient advocates who have been on therapy and featuring their messages in these welcome kits with a pre-printed letter or note to say,\u00a0<em>\u201cI\u2019ve been where you are now, and you will get through this\u2026\u201d<\/em> would do volumes to connect to a patient who is frantically seeking answers and reassurance.<\/p>\n<p>Another way to demonstrate empathy is to offer customized kits based on other variables such as administration type.\u00a0We should not be sending the same information to patients who take a treatment orally versus patients who take that same treatment via injection.\u00a0Those are different patient experiences and certain aspects of these kits need to acknowledge those differences as well.\u00a0Patients depend on these kits when a doctor is not available, so aim to provide more comprehensive support.<\/p>\n<p><\/div>\n\n<div class='GTTabs_divs' id='GTTabs_1_710864'>\n<span class='GTTabs_titles'><b> Nate Lucht<\/b><\/span><\/p>\n<p><a href=\"https:\/\/www.instephealthmedia.com\/\"><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter wp-image-710869\" src=\"https:\/\/www.pm360online.com\/wp-content\/uploads\/2020\/09\/Think-Tank-0920-Nate-Lucht-scaled.jpg\" alt=\"\" width=\"1520\" height=\"500\" srcset=\"https:\/\/www.pm360online.com\/wp-content\/uploads\/2020\/09\/Think-Tank-0920-Nate-Lucht-scaled.jpg 2560w, https:\/\/www.pm360online.com\/wp-content\/uploads\/2020\/09\/Think-Tank-0920-Nate-Lucht-300x99.jpg 300w, https:\/\/www.pm360online.com\/wp-content\/uploads\/2020\/09\/Think-Tank-0920-Nate-Lucht-1024x337.jpg 1024w, https:\/\/www.pm360online.com\/wp-content\/uploads\/2020\/09\/Think-Tank-0920-Nate-Lucht-768x253.jpg 768w, https:\/\/www.pm360online.com\/wp-content\/uploads\/2020\/09\/Think-Tank-0920-Nate-Lucht-1536x505.jpg 1536w, https:\/\/www.pm360online.com\/wp-content\/uploads\/2020\/09\/Think-Tank-0920-Nate-Lucht-2048x673.jpg 2048w, https:\/\/www.pm360online.com\/wp-content\/uploads\/2020\/09\/Think-Tank-0920-Nate-Lucht-376x124.jpg 376w\" sizes=\"(max-width: 1520px) 100vw, 1520px\" \/><\/a>Start by thinking about your introduction not as a single event, but a series of engagements across multiple channels. Everyday consumers are accustomed to learning about new products and services in a variety of physical and digital channels, so be sure you invest both in tactile and technological ways to introduce your products to a new patient.<\/p>\n<p>The patient-provider relationship remains one of the most powerful starting points for awareness and interest. Life sciences companies can improve their standing in these conversations by providing a range of both physical resources and education for providers. Providers want to make recommendations that provide lasting benefit. Education that focuses not just on conditions but also on the importance of adherence plans inspires productive conversations.<\/p>\n<h3>Both Physical and Digital Resources<\/h3>\n<p>Brand starter kits are also a strong tool, especially when customized not just for the patient\u2019s interests but for the HCP\u2019s office as well. Take-home resources and in-office physical displays can seamlessly tie your brand\u2019s message with the provider\u2019s message, strengthening associations and better establishing a link between the recommendation and the ongoing treatment.<\/p>\n<p>When the patient leaves the HCP office, they will likely soon make a trip to the pharmacy. It\u2019s important to meet them there with education that resonates with their current concerns and interest in a new medication.<\/p>\n<p>Digital education should be tied to physical wellness visits as well. Solutions that provide opt-in messaging can connect timely brand messaging to visits at HCPs\u2019 locations. Taking a multimedia approach that includes full-screen takeovers, short videos, links to patient portals, and smaller conventional ads will help your message be heard. Linking the physical and digital across a variety of touchpoints makes it easy for patients to appreciate how your medication will fit with their needs and individual experience.<\/p>\n<p><\/div>\n\n<div class='GTTabs_divs' id='GTTabs_2_710864'>\n<span class='GTTabs_titles'><b> Betty Rhiew<\/b><\/span><\/p>\n<p><a href=\"https:\/\/www.biogen.com\/en_us\/home.html\"><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter wp-image-710866\" src=\"https:\/\/www.pm360online.com\/wp-content\/uploads\/2020\/09\/Think-Tank-0920-Betty-Rhiew-scaled.jpg\" alt=\"\" width=\"1588\" height=\"500\" srcset=\"https:\/\/www.pm360online.com\/wp-content\/uploads\/2020\/09\/Think-Tank-0920-Betty-Rhiew-scaled.jpg 2560w, https:\/\/www.pm360online.com\/wp-content\/uploads\/2020\/09\/Think-Tank-0920-Betty-Rhiew-300x94.jpg 300w, https:\/\/www.pm360online.com\/wp-content\/uploads\/2020\/09\/Think-Tank-0920-Betty-Rhiew-1024x322.jpg 1024w, https:\/\/www.pm360online.com\/wp-content\/uploads\/2020\/09\/Think-Tank-0920-Betty-Rhiew-768x242.jpg 768w, https:\/\/www.pm360online.com\/wp-content\/uploads\/2020\/09\/Think-Tank-0920-Betty-Rhiew-1536x483.jpg 1536w, https:\/\/www.pm360online.com\/wp-content\/uploads\/2020\/09\/Think-Tank-0920-Betty-Rhiew-2048x644.jpg 2048w, https:\/\/www.pm360online.com\/wp-content\/uploads\/2020\/09\/Think-Tank-0920-Betty-Rhiew-376x118.jpg 376w\" sizes=\"(max-width: 1588px) 100vw, 1588px\" \/><\/a>A patient starting a new medication has many needs, including learning about the product, managing side effects, navigating insurance, creating a care team, staying on therapy (for a chronic condition), and overall assurance that they made the \u201cright\u201d decision by choosing the product.<\/p>\n<p>Beyond the starter kit, many life sciences companies offer numerous services and tools to support new patients, such as:<\/p>\n<ul>\n<li><strong>Patient Services Team,<\/strong> including coordination of product shipment, 24\/7 live support, and copay assistance.<\/li>\n<li><strong>Nurse Educators,<\/strong> providing supplemental support for treatment initiation, titration, adherence counseling, and in-home training visits for injectable products.<\/li>\n<li><strong>Product websites,<\/strong> containing information about the product, doctor discussion guides, CRM opt-in, patient videos, and FAQs.<\/li>\n<li><strong>Events,<\/strong> live and virtual, can include a talk by an HCP speaker and a patient ambassador.<\/li>\n<li><strong>Educational brochures,<\/strong> given to the patient during the in-office visit.<\/li>\n<li><strong>Adherence programs<\/strong> across multiple channels such as <strong>apps <\/strong>(can be product-specific or part of a multi-medicine management app); <strong>SMS opt-in<\/strong> (texts set up in a cadence to provide support at critical stages); <strong>in-home tools and technology<\/strong> (programmed devices to alert the patient when it\u2019s time to take their medication).<\/li>\n<\/ul>\n<p>The effectiveness of the tactics depends on many factors, including the patient\u2019s demographics, the disease being treated, and leveraging any attitudinal and behavioral segmentation research. In general, patients get a better experience when a combination of the right tactics are used. For example, when marketing a drug that affects digitally savvy Millennials, using newer approaches, such as a QR code that plays a video to introduce key information about the product, along with a text adherence program, will likely be more effective than mailing a brochure or setting up scheduled calls.<\/p>\n<p><\/div>\n\n<div class='GTTabs_divs' id='GTTabs_3_710864'>\n<span class='GTTabs_titles'><b> Serge Loncar<\/b><\/span><\/p>\n<p><a href=\"https:\/\/www.optimizerx.com\/\"><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter wp-image-710873\" src=\"https:\/\/www.pm360online.com\/wp-content\/uploads\/2020\/09\/Think-Tank-0920-Serge-Loncar--scaled.jpg\" alt=\"\" width=\"1368\" height=\"500\" srcset=\"https:\/\/www.pm360online.com\/wp-content\/uploads\/2020\/09\/Think-Tank-0920-Serge-Loncar--scaled.jpg 2560w, https:\/\/www.pm360online.com\/wp-content\/uploads\/2020\/09\/Think-Tank-0920-Serge-Loncar--300x110.jpg 300w, https:\/\/www.pm360online.com\/wp-content\/uploads\/2020\/09\/Think-Tank-0920-Serge-Loncar--1024x375.jpg 1024w, https:\/\/www.pm360online.com\/wp-content\/uploads\/2020\/09\/Think-Tank-0920-Serge-Loncar--768x281.jpg 768w, https:\/\/www.pm360online.com\/wp-content\/uploads\/2020\/09\/Think-Tank-0920-Serge-Loncar--1536x562.jpg 1536w, https:\/\/www.pm360online.com\/wp-content\/uploads\/2020\/09\/Think-Tank-0920-Serge-Loncar--2048x749.jpg 2048w, https:\/\/www.pm360online.com\/wp-content\/uploads\/2020\/09\/Think-Tank-0920-Serge-Loncar--376x138.jpg 376w\" sizes=\"(max-width: 1368px) 100vw, 1368px\" \/><\/a>Pharma is doing the right thing by focusing on the patient journey and\u202fdelivering\u202fservices based on a consumer-centric approach.\u202fThe most successful pharma\u202forganizations also ensure their patient approach is a collaboration between the marketer, the agency,\u202fand the\u202flegal, medical, and regulatory departments.\u202fPlus, every brand should have an \u201cempowered\u201d patient advocate to ensure the optimal balance between compliance requirements versus a good patient experience.<\/p>\n<h3>Programs That Go Beyond the Pill<\/h3>\n<p>Pharma can use technology,\u202fin conjunction with human\u202finteraction,\u202fto\u202fsupport patients\u202fafter\u202ftheir\u202fdiagnosis, which for many can be\u202foverwhelming.\u202fTherapy\u202fshould not\u202fbe\u202fjust\u202fa\u202fpill. It should\u202finclude a\u202fprogram\u202fthat \u201cwraps\u201d around\u202fthe medication\u202ftherapy to help guide the patient along their personal\u202fjourney.\u202fBy providing such a program, pharma\u202fsupports both the provider and the patient with a\u202fholistic approach\u202fto patient\u202fcare\u202fthat can\u202flead to\u202fbetter outcomes\u202fand patient experience.<\/p>\n<p>We recommend taking a holistic approach along the patient journey and having a suite of omnichannel technologies to deliver the right\u202fdigital nudge\u202fat the right time\u202fthat is contextually appropriate for patients and their support network. A\u202fcustomized approach is most impactful because patients appreciate receiving messages relevant to them\u202fand their\u202ftherapy\u202fjourney.\u202fFurthermore, when messages are uniquely combined with care coordination in which\u202fdirect\u202fperson-to-person communication\u202foccurs\u2014it takes\u202fthe\u202fexperience\u202fto another level. It is most important to understand what\u202fis\u202fthe best and easiest experience\u202ffor the\u202fpatient\u202fand to\u202fgive them some level of control.<\/p>\n<p><\/div>\n\n<div class='GTTabs_divs' id='GTTabs_4_710864'>\n<span class='GTTabs_titles'><b> Jess Seilheimer<\/b><\/span><\/p>\n<p><a href=\"https:\/\/www.intouchsol.com\/\"><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter wp-image-710868\" src=\"https:\/\/www.pm360online.com\/wp-content\/uploads\/2020\/09\/Think-Tank-0920-Jess-Seilheimer-scaled.jpg\" alt=\"\" width=\"1352\" height=\"500\" srcset=\"https:\/\/www.pm360online.com\/wp-content\/uploads\/2020\/09\/Think-Tank-0920-Jess-Seilheimer-scaled.jpg 2560w, https:\/\/www.pm360online.com\/wp-content\/uploads\/2020\/09\/Think-Tank-0920-Jess-Seilheimer-300x111.jpg 300w, https:\/\/www.pm360online.com\/wp-content\/uploads\/2020\/09\/Think-Tank-0920-Jess-Seilheimer-1024x379.jpg 1024w, https:\/\/www.pm360online.com\/wp-content\/uploads\/2020\/09\/Think-Tank-0920-Jess-Seilheimer-768x284.jpg 768w, https:\/\/www.pm360online.com\/wp-content\/uploads\/2020\/09\/Think-Tank-0920-Jess-Seilheimer-1536x568.jpg 1536w, https:\/\/www.pm360online.com\/wp-content\/uploads\/2020\/09\/Think-Tank-0920-Jess-Seilheimer-2048x758.jpg 2048w, https:\/\/www.pm360online.com\/wp-content\/uploads\/2020\/09\/Think-Tank-0920-Jess-Seilheimer-376x139.jpg 376w\" sizes=\"(max-width: 1352px) 100vw, 1352px\" \/><\/a>Providing the right recommendations for patients with special needs, whether that be a rare disease or those with nuanced accessibility requirements starts with the right research. In a world with no time or budget constraints, ethnographic research is one of the best approaches to understanding special needs.<\/p>\n<p>Unlike traditional market research IDI (in-depth interviews fielded via video\/phone), ethnography is a subset of human anthropology that involves trying to understand how people live their lives. Anthropological researchers visit patients in their homes to observe their behavior, on their terms.<\/p>\n<p>While this observational method is time intensive, it surfaces nuanced context around how a customer would use a new product\/program <em>and<\/em> the meaning that product might hold in their lives\u2014which may be missed in a phone interview. Ethnography\u2019s other main benefit is delivering a detailed and truthful representation of users\u2019 behaviors and attitudes, uncovering and analyzing relevant attitudes and emotional states. The results help the strategist, UX, and design team truly understand the problem and design a more personalized solution that can scale to the entire patient population.<\/p>\n<h3>The Intersection of CX and Innovation<\/h3>\n<p>Cultural shifts across consumer, technology, and environmental areas inform new trends in innovation. Technological advancements are only proven successful when human behavior and adoption follow. The marketing world has shifted from building insular brand experiences to creating compelling customer experiences that are seamless, orchestrated, impactful, and satisfying.<\/p>\n<p>Innovative ways to drive product adoption and usage (especially in today\u2019s remote climate) can include allowing for enrollment via the EMR at time of diagnosis\/discharge. Also, Alexa-powered AI personalized assistants can offer in-home remote check-ins via SMS to ensure personalized connection and adherence. This approach collects behavioral data (in aggregate) to help build future state look-a-like predictive models that will segment and accelerate patient enrollment and offer unique content and personalized engagement.<\/p>\n<p><\/div>\n\n<div class='GTTabs_divs' id='GTTabs_5_710864'>\n<span class='GTTabs_titles'><b> Sandra Graham-Mason<\/b><\/span><\/p>\n<p><a href=\"https:\/\/www.regeneron.com\/\"><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter wp-image-710872\" src=\"https:\/\/www.pm360online.com\/wp-content\/uploads\/2020\/09\/Think-Tank-0920-Sandra-Graham-Mason-scaled.jpg\" alt=\"\" width=\"1594\" height=\"500\" srcset=\"https:\/\/www.pm360online.com\/wp-content\/uploads\/2020\/09\/Think-Tank-0920-Sandra-Graham-Mason-scaled.jpg 2560w, https:\/\/www.pm360online.com\/wp-content\/uploads\/2020\/09\/Think-Tank-0920-Sandra-Graham-Mason-300x94.jpg 300w, https:\/\/www.pm360online.com\/wp-content\/uploads\/2020\/09\/Think-Tank-0920-Sandra-Graham-Mason-1024x321.jpg 1024w, https:\/\/www.pm360online.com\/wp-content\/uploads\/2020\/09\/Think-Tank-0920-Sandra-Graham-Mason-768x241.jpg 768w, https:\/\/www.pm360online.com\/wp-content\/uploads\/2020\/09\/Think-Tank-0920-Sandra-Graham-Mason-1536x482.jpg 1536w, https:\/\/www.pm360online.com\/wp-content\/uploads\/2020\/09\/Think-Tank-0920-Sandra-Graham-Mason-2048x642.jpg 2048w, https:\/\/www.pm360online.com\/wp-content\/uploads\/2020\/09\/Think-Tank-0920-Sandra-Graham-Mason-376x118.jpg 376w\" sizes=\"(max-width: 1594px) 100vw, 1594px\" \/><\/a>As a Patient Marketing Director, understanding the different aspect of the patient journey is a crucial part of my role. Only after deeply understanding the customer am I able to communicate with them in the most authentic way. When I set out to create a patient starter kit, I first determine where in the overall strategy it fits in and what unmet need I am solving for. The most important components include information that is relevant to the patient delivered in a way they want to consume information. Ultimately, we create a trusted resource from a trusted source.<\/p>\n<h3>The Limitations of Patient Starter Kits<\/h3>\n<p>Patient starter kits are a great resource, but sometimes they lack the basic information that patients are looking for such as disease education, basic treatment information, and patient support programs. We\u2019ve also found that some physicians have restrictions against distributing starter kits to patients in their offices, so it\u2019s important to use multiple channels to appropriately communicate the existence of the kits and provide alternative ways for patients to receive them.<\/p>\n<h3>Designing Kits that Resonate<\/h3>\n<p>To ensure kits are designed to fit patients\u2019 needs, go directly to the source: The patients themselves. After one kit we made had been designed, we talked to patients and caregivers and discussed the components to ensure they resonated. The feedback was positive. The group was impressed we listened to their needs and followed through with their suggestions. We were especially happy to hear that everyone in the group said they would use the patient starter kit and wished they had access to it when they were first prescribed treatment.<\/p>\n<p><\/div>\n\n<div class='GTTabs_divs' id='GTTabs_6_710864'>\n<span class='GTTabs_titles'><b> Ross Quinn<\/b><\/span><\/p>\n<p><a href=\"https:\/\/www.yuzuyello.com\/\"><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter wp-image-710871\" src=\"https:\/\/www.pm360online.com\/wp-content\/uploads\/2020\/09\/Think-Tank-0920-Ross-Quinn-scaled.jpg\" alt=\"\" width=\"1586\" height=\"500\" srcset=\"https:\/\/www.pm360online.com\/wp-content\/uploads\/2020\/09\/Think-Tank-0920-Ross-Quinn-scaled.jpg 2560w, https:\/\/www.pm360online.com\/wp-content\/uploads\/2020\/09\/Think-Tank-0920-Ross-Quinn-300x95.jpg 300w, https:\/\/www.pm360online.com\/wp-content\/uploads\/2020\/09\/Think-Tank-0920-Ross-Quinn-1024x323.jpg 1024w, https:\/\/www.pm360online.com\/wp-content\/uploads\/2020\/09\/Think-Tank-0920-Ross-Quinn-768x242.jpg 768w, https:\/\/www.pm360online.com\/wp-content\/uploads\/2020\/09\/Think-Tank-0920-Ross-Quinn-1536x484.jpg 1536w, https:\/\/www.pm360online.com\/wp-content\/uploads\/2020\/09\/Think-Tank-0920-Ross-Quinn-2048x646.jpg 2048w, https:\/\/www.pm360online.com\/wp-content\/uploads\/2020\/09\/Think-Tank-0920-Ross-Quinn-376x119.jpg 376w\" sizes=\"(max-width: 1586px) 100vw, 1586px\" \/><\/a>Onboarding and choosing to continue treatment are ongoing decisions for patients. As such,\u00a0we need to provide experiences that create an ongoing relationship between the patients and their treatment.<\/p>\n<p>Nowadays patients are looking for support services that will match the ones they experience in their \u201cconsumer life.\u201d These superior services in health need to stem from strong behavioral models at their core in order to diagnose behaviors, their associated influences, and how they interact over time to affect the patient experience. Those models are not \u201cone size fits all\u201d\u2014they need to be carefully selected and expansive in their investigation, like the eight dimensions of wellness (physical, intellectual, emotional, social, spiritual, vocational, financial, and environmental). Importantly, behavioral models should not live on their own\u2014they need to be accompanied by learning and designing guidelines so that we can infuse motivation and empathy at each touchpoint and create a lasting brand impression. Ultimately, that is when value is created and the patient-brand relationship thrives.<\/p>\n<h3>How to Improve Your Approach to New Patient Starts<\/h3>\n<p>Always start from a place of empathy, consider the environment, and\u00a0carefully select behavioral models that expand the exploration for patient areas of needs that\u00a0are often beyond the transactional aspects of getting on the medication. Along with behavior models, interweave motivational interviewing and shared decision-making throughout the building of the patient experience.<\/p>\n<p>From there, a strong data engine and predictive analytics help focus resources where they are best deployed and used. If we learned anything from COVID-19, it\u2019s that we need to promptly respond to environmental changes, especially in the situation where a patient is faced with a new medication. Mastering the digital space is key to timely intervention, as long as it allows for human interaction, if desired.<\/p>\n<p><\/div>\n\n<div class='GTTabs_divs' id='GTTabs_7_710864'>\n<span class='GTTabs_titles'><b> Andrea Geppert<\/b><\/span><\/p>\n<p><a href=\"https:\/\/www.strongbridgebio.com\/\"><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter wp-image-710865\" src=\"https:\/\/www.pm360online.com\/wp-content\/uploads\/2020\/09\/Think-Tank-0920-Andrea-Geppert-scaled.jpg\" alt=\"\" width=\"1274\" height=\"500\" srcset=\"https:\/\/www.pm360online.com\/wp-content\/uploads\/2020\/09\/Think-Tank-0920-Andrea-Geppert-scaled.jpg 2560w, https:\/\/www.pm360online.com\/wp-content\/uploads\/2020\/09\/Think-Tank-0920-Andrea-Geppert-300x118.jpg 300w, https:\/\/www.pm360online.com\/wp-content\/uploads\/2020\/09\/Think-Tank-0920-Andrea-Geppert-1024x402.jpg 1024w, https:\/\/www.pm360online.com\/wp-content\/uploads\/2020\/09\/Think-Tank-0920-Andrea-Geppert-768x301.jpg 768w, https:\/\/www.pm360online.com\/wp-content\/uploads\/2020\/09\/Think-Tank-0920-Andrea-Geppert-1536x603.jpg 1536w, https:\/\/www.pm360online.com\/wp-content\/uploads\/2020\/09\/Think-Tank-0920-Andrea-Geppert-2048x804.jpg 2048w, https:\/\/www.pm360online.com\/wp-content\/uploads\/2020\/09\/Think-Tank-0920-Andrea-Geppert-376x148.jpg 376w\" sizes=\"(max-width: 1274px) 100vw, 1274px\" \/><\/a>You have to understand the concerns of the patient community\u2014there is no one size fits all strategy. Take a proactive review of a patient\u2019s journey to diagnosis and treatment as well as their perceptions about therapy to help identify underlying concerns. Patients want specialized communication, so use that as a guiding principle as you structure your program\u2014provide interactive resources such as doctor discussion guides and symptom trackers, both digitally and in print, to help allow patients to customize their questions and disease management.<\/p>\n<h3>Ask Patients What They Want<\/h3>\n<p>A massive market research project isn\u2019t needed to do this. Through approved alternatives, you can email a survey or share it on social media, listen to insights from your specialty pharmacy partner(s), have a virtual or in-person patient advisory board, or ask for insights from patient advocacy groups. And then, keep asking for feedback\u2014don\u2019t make this a one-time exercise at launch.<\/p>\n<p>You can also establish a patient ambassador group or advisory board, where patients engaged in their community can provide you incredibly detailed feedback to identify ways to enhance your onboarding program. The best strategies are those based on the needs of the patients\u2014so make sure you are taking the time to listen and evolve your program.<\/p>\n<p><\/div>\n\n<div class='GTTabs_divs' id='GTTabs_8_710864'>\n<span class='GTTabs_titles'><b> David Ormesher<\/b><\/span><\/p>\n<p><a href=\"https:\/\/www.closerlook.com\/\"><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter wp-image-710867\" src=\"https:\/\/www.pm360online.com\/wp-content\/uploads\/2020\/09\/Think-Tank-0920-David-Ormesher-scaled.jpg\" alt=\"\" width=\"1363\" height=\"500\" srcset=\"https:\/\/www.pm360online.com\/wp-content\/uploads\/2020\/09\/Think-Tank-0920-David-Ormesher-scaled.jpg 2560w, https:\/\/www.pm360online.com\/wp-content\/uploads\/2020\/09\/Think-Tank-0920-David-Ormesher-300x110.jpg 300w, https:\/\/www.pm360online.com\/wp-content\/uploads\/2020\/09\/Think-Tank-0920-David-Ormesher-1024x375.jpg 1024w, https:\/\/www.pm360online.com\/wp-content\/uploads\/2020\/09\/Think-Tank-0920-David-Ormesher-768x282.jpg 768w, https:\/\/www.pm360online.com\/wp-content\/uploads\/2020\/09\/Think-Tank-0920-David-Ormesher-1536x563.jpg 1536w, https:\/\/www.pm360online.com\/wp-content\/uploads\/2020\/09\/Think-Tank-0920-David-Ormesher-2048x751.jpg 2048w, https:\/\/www.pm360online.com\/wp-content\/uploads\/2020\/09\/Think-Tank-0920-David-Ormesher-376x138.jpg 376w\" sizes=\"(max-width: 1363px) 100vw, 1363px\" \/><\/a>COVID-19 has been an accelerant of changes in the patient experience that have been underway for several years. Medicare claims for telemedicine jumped from 10,000 a week in March to well over a million a week in April.\u00a0What is new, however, is how patients are reacting, revealing a new segmentation overlay of preferences, needs, and expectations.<\/p>\n<p>Even with doctor\u2019s offices reopening in most states, the\u00a0typical physician\u2019s day is still a patchwork of in-office exams and telehealth calls. Many patients have discovered the ease and convenience of telehealth and for them there is no going back.<\/p>\n<h3>Adjusting to New Drug Starts Virtually<\/h3>\n<p>The biggest short-term challenge for patients is the virtual start on a new drug. It might start with an in-office physician conversation, but COVID-19 related downsizing has reduced the number of office staff available for patient education, onboarding, or supporting the emotional transition to an infusion center.<\/p>\n<p>Patients receiving new therapy onboarding via telehealth will expect digital patient education, information on services, and sample coupons. Short disease and MOA explainer videos, how-to videos, and links to online patient support groups will become essential elements for supporting the patient journey.<\/p>\n<p>A growing number of startup health tech companies are introducing innovations such as remote monitoring and digital therapeutics to enhance physician and patient connections. Those in pharma who are collaborating with these companies are able to create new and more engaging patient experiences.<\/p>\n<p><\/div>\n\n<div class='GTTabs_divs' id='GTTabs_9_710864'>\n<span class='GTTabs_titles'><b> Rob Heller<\/b><\/span><\/p>\n<p><a href=\"https:\/\/www.helleragency.com\/\"><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter wp-image-710870\" src=\"https:\/\/www.pm360online.com\/wp-content\/uploads\/2020\/09\/Think-Tank-0920-Rob-Heller-scaled.jpg\" alt=\"\" width=\"1305\" height=\"500\" srcset=\"https:\/\/www.pm360online.com\/wp-content\/uploads\/2020\/09\/Think-Tank-0920-Rob-Heller-scaled.jpg 2560w, https:\/\/www.pm360online.com\/wp-content\/uploads\/2020\/09\/Think-Tank-0920-Rob-Heller-300x115.jpg 300w, https:\/\/www.pm360online.com\/wp-content\/uploads\/2020\/09\/Think-Tank-0920-Rob-Heller-1024x392.jpg 1024w, https:\/\/www.pm360online.com\/wp-content\/uploads\/2020\/09\/Think-Tank-0920-Rob-Heller-768x294.jpg 768w, https:\/\/www.pm360online.com\/wp-content\/uploads\/2020\/09\/Think-Tank-0920-Rob-Heller-1536x588.jpg 1536w, https:\/\/www.pm360online.com\/wp-content\/uploads\/2020\/09\/Think-Tank-0920-Rob-Heller-2048x785.jpg 2048w, https:\/\/www.pm360online.com\/wp-content\/uploads\/2020\/09\/Think-Tank-0920-Rob-Heller-376x144.jpg 376w\" sizes=\"(max-width: 1305px) 100vw, 1305px\" \/><\/a>When it comes to starter kits, it can be extremely difficult to control the patient experience. Companies are at the mercy of each clinic to properly store, provide, and introduce each kit, which is often the first thing companies fail to work into their design. Practices that don\u2019t endorse the importance of kit components put the onus on the patient to explore and place value on all your expensive, regulatory-intensive efforts designed to help guide their journey.<\/p>\n<p>We suggest adding a critical step to kit planning that educates HCP and staff on how to deliver each kit to ensure maximum adoption\u2014consistently priming each patient to have an optimal experience when beginning their treatment. This may include a support rep working directly with staff to decide the best location to store them as well as when and how they\u2019re provided. Honest, professional endorsement goes a long way with patients.<\/p>\n<h3>The Value of Apps<\/h3>\n<p>Beyond starter kits, we believe investing proper time, resources, and development into a clean, modern, adherence-based mobile app is often the best way to fast-track proper usage and long-term benefit to patient, physician, and company. Apps are often challenging and expensive to create and unfortunately cutting cost often means being less critical during (or omitting entirely) user-experience planning.<\/p>\n<p>A delightful user experience makes all the difference from rapid adoption to lasting integration of treatment into users\u2019 lives\u2014not to mention the ability to track usage and improve your metrics in later phases based on that data. It leaves all the answers in the patients\u2019 pocket at all times, as well as provides a way to gently remind and build loyalty throughout their journey\u2026all while supporting our ultimate goal: Better outcomes.<\/p>\n<\/div>\n\n","protected":false},"excerpt":{"rendered":"<p class=\"small\">It cannot be overstated how stressful it is when a patient is first diagnosed with a disease. In that moment, &#8230;<\/p>\n","protected":false},"author":13,"featured_media":710877,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[82809,61,78077,225,83797],"tags":[249,82957,83039,48189,73827,30881,83855,254,81845],"_links":{"self":[{"href":"https:\/\/www.pm360online.com\/wp-json\/wp\/v2\/posts\/710864"}],"collection":[{"href":"https:\/\/www.pm360online.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.pm360online.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.pm360online.com\/wp-json\/wp\/v2\/users\/13"}],"replies":[{"embeddable":true,"href":"https:\/\/www.pm360online.com\/wp-json\/wp\/v2\/comments?post=710864"}],"version-history":[{"count":0,"href":"https:\/\/www.pm360online.com\/wp-json\/wp\/v2\/posts\/710864\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.pm360online.com\/wp-json\/wp\/v2\/media\/710877"}],"wp:attachment":[{"href":"https:\/\/www.pm360online.com\/wp-json\/wp\/v2\/media?parent=710864"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.pm360online.com\/wp-json\/wp\/v2\/categories?post=710864"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.pm360online.com\/wp-json\/wp\/v2\/tags?post=710864"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}