This will be a stream-of-bullet-points (with some related commentary) on this conference on the use of digital technologies in pharma marketing. Session #5-
Mike Ball, VP, Marketing, Infomedics: Web 2.0 Solutions that Support the Patient’s Journey.
What problem(s) are we trying to solve? – Patients are finding new sources of information to help them manage medication better. (No – manage health better). Communication gap between patients and physicians. Plus, patient adherence/compliance issues.
Complications – regulatory considerations (adverse events, off-label promotion, etc.); physicians pressed for time and harder to reach.
Therefore – need to do all the usual stuff, quickly and correctly (brand loyalty, etc.) Information. Taking action. Data. Communication.
Lots of data on patient compliance (put up on Twitter at @swoodruff) – pretty scary numbers.
Patient feedback about particular drug treatments greatly increases physician prescribing of specific drugs (this is an aspect of the Infomedics platform).
Three phases: Educate, Motivate, Monitor patient. Platform enables patient/physician communication about use of prescription. Provide reports to physicians.
Structured communication with closed-end communications to help manage potential adverse event reporting.
Graphic of MyPatientJourney.com interface (Infomedics) – very intuitive at first blush. Patient-friendly.
What patients liked best: Setting goals and tracking progress, helping manage treatment and stay on track, more easily talking to doctors. Brand teams liked the same elements.
This is a good, safe potential use of Web 2.0 technology. Closed loop and application-focused. Tangible. And addressing one of the key needs: patient complianced. Win-Win-Win (Patient/Physician/Brand).