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Sales & Marketing |
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Ensuring Profitable Patient Adherence Programs
Using Analytics and Metrics to Improve the Bottom Line
Publication Date March 2008
Publisher Eularis
Product Type Report
Pages 49
ISBN Number not applicable
Product Code ELA003
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Summary
Pharmaceutical Companies spend nearly 97 percent of their marketing budgets to capture initial market share. But this vast majority of spending may not have the effect that companies desire. Industry news today is headlined by reports of drug safety issues, declining sales, greater competition, weaker pipelines and increasing pressure to reduce direct-to-consumer (DTC) advertising.
Companies miss a valuable opportunity to increase sales and market share by not adding more focus on keeping their existing customers. Since the majority of spending goes towards attracting new consumers, efforts at retention are given short shrift, with a paltry three percent of budgets.
The existing situation with patients and adherence leaves much to be desired and offers numerous opportunities. Today, an estimated 70 percent of patients who begin a Pharmaceutical therapy discontinue it within 1 year, even those with chronic conditions that require ongoing treatment or those taking chemotherapy to prevent cancer recurrence. This costs the global Pharmaceutical Industry an estimated $30 Billion a year. Put another way, increased adherence for a product with approximately $1 Billion in sales would translate to an additional $30 to $40 Million in annual revenue. Plus, since it costs six times more to attract new patients than to retain current patients, increasing the focus on and yields from adherence mean additional money saved and earned.
Pharmaceutical Companies can no longer ignore the hidden value available by increasing patient adherence. Companies who implement strategies to increase adherence and persistence with their products can better face the numerous challenges in today�s market and increase their share of profits.
This report examines adherence among today�s Pharmaceutical consumers, analyzing the statistics, clinical costs, and reasons for non-adherence. Current approaches to improving adherence are explored, along with key elements of successful Pharma Company adherence initiatives. We also investigate the elusive ROI and discuss the complex issues surrounding adherence initiatives and return on investment. Finally, a case study on utilizing analytics to improve adherence programs demonstrates the best methods to leverage existing clients, making the most of what specific companies (and the greater Pharma Industry) already have.
ABOUT THE AUTHOR
Dr Andrée Bates is the Managing Director of Eularis, a company that applies sophisticated analytical processes to quantify the sales impact of specific marketing programmes for pharmaceutical brands. These analyses determine the financial return for individual sales and marketing activities, as well as the optimal synergistic combination of activities (and budgets) to have maximum market share growth. Eularis offers brands and their agencies the bottom-line facts: what messages, what activities (and what budgets) - in what combination - will provide what market share for your brand.
Andrée's career has encompassed academic, clinical and pharmaceutical positions internationally. She has gained wide recognition within the healthcare industry internationally for ROI and marketing effectiveness measures in pharmaceutical marketing. She is the author of many publications on this topic in peer-reviewed journals. In addition, Andrée has been invited to lecture on e-detailing ROI in the Pharmaceutical MBA programme at INSEAD Business School and on marketing ROI at the Center for Pharmaceutical Marketing Studies, Erivan K. Haub School of Business, St. Joseph's University, Philadelphia.
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Content
SECTION 1: Adherence Defined
Terms and Definitions
Measuring Adherence
Adherence in Action
SECTION 2: Clinical Costs of Non-Adherence
Impact on Patient Health
Impact on Physicians
Impact on the Industry
SECTION 3: Reasons for Non-Adherence
Product Attributes
Core Patient Issues
Patient/Physician Communication
SECTION 4: Approaches to Improving Adherence
Approaches that don't work
Approaches that work
SECTION 5: Patient Adherence Programs: Implementation and ROI
Barriers to Improving Adherence
Justifying Patient Adherence Programs
Key Elements for Successful Adherence Programs
Understanding Brand Issues
Return on Investment
SECTION 6: ROI in Adherence Programs
Concrete Tools
Case Study
CONCLUSION
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| Scope |
Comprehensive Overview |
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| Level |
Specific High-level Advice |
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| Extra Info |
Essential reading for marketers |
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