Patient Adherence and Disease Management Programs Must Win Patient Buy-In for Success
Posted on: Tuesday, 7 November 2006, 09:01 CST
RESEARCH TRIANGLE PARK, N.C., Nov. 7 /PRNewswire/ -- A new pharmaceutical industry study found that the most successful patient adherence and disease management programs utilize market research to help shape program communications to win patients' buy-in. "Pharmaceutical Patient Adherence and Disease Management" explores how companies win patients' support by delivering relevant communications to patients via their preferred touch points (http://www.pharmapatientadherence.com/).
Patient adherence and disease management programs have become more popular in the pharmaceutical industry. However, as the market becomes more crowded it is important for companies to differentiate themselves from competition. To do so and be the most effective, programs need to win patient buy-in. One way companies have been able to make their programs stand above competition is by customizing messages to patients and interacting with patients via numerous, preferred media channels.
"Catering to patients' needs and preferences encourages greater involvement," said Amanda Zuniga, research analyst at Cutting Edge Information and lead author of the report. "In fact, we found that the better designed the program is in reaching out and communicating with patients through various media channels, the greater effect the program will have on patient outcomes and on products' bottom lines."
One company's experience highlighted the importance of earning patients' buy-in. The company implemented several programs of a similar framework across a number of different therapeutic areas. For the most part, patients were welcoming, provided information gladly, and thought the initiative was helpful. However, when the company launched the program for one therapeutic area, the patients were not as accepting. Patients were curious as to why they were receiving telephone calls and were hesitant to provide any information even though the program was opt-in and this was explained from the beginning. The company rolled out similar programs with success in different therapeutic areas and was baffled by the dissimilar responses.
However, the company learned a valuable lesson -- that programs are not as effective when developed in a cookie-cutter fashion. Different patient populations are unique and require program customization.
"Pharmaceutical Patient Adherence and Disease Management," contains budget and staffing metrics for 18 different patient adherence/disease management programs. Please visit http://www.pharmapatientadherence.com/ to download a free summary of the report, or contact Amanda Zuniga at Amanda_Zuniga@cuttingedgeinfo.com or 919-433-0210.
Cutting Edge Information
CONTACT: Amanda Zuniga of Cutting Edge Information, +1-919-433-0210, orAmanda_Zuniga@cuttingedgeinfo.com
Web site: http://www.cuttingedgeinfo.com/http://www.pharmapatientadherence.com/
Source: PRNewswire
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