It was encouraging to read the positive news about pharma companies “showing signs of coming back to life” with their shift in focus from “me too” drugs for illnesses that already have many treatment options to “innovative medicines that “work differently or better than existing drugs or tackle ailments lacking good treatments.” The article highlighted 20 new high impact medicines that have already won marketing approval so far this year, nearly the same number as all of last year.

It seems the FDA is more willing to work in cooperation with the pharma industry when real medication breakthroughs are under consideration. Also, there’s more willingness on the part of payors to reimburse for the medications (which are typically very expensive), and to give preferential treatment in formulary positioning.

Pharma’s obligation to both the FDA and payors will be to demonstrate real-world clinical and financial benefits to all stakeholders. Pharma’s willingness and ability to comply with these requirements will most definitely influence future regulatory considerations and payor reimbursement decisions.

And this is where patient experience and support services can play a vital role. We’ve successfully partnered with pharma and will continue to play a key role in helping them comply by designing customized programs for their new and existing brands. Our programs deliver timely, actionable data on patient experiences, medication compliance, patient satisfaction, and more, which help pharma live up to their obligation of providing real-world outcomes.

As a matter of fact, we’ve already been selected to design a patient experience and support services program for one of the innovative brands mentioned in the article. We look forward to the challenge and will continue to tout our unique and valuable services to an industry that, according to the FDA’s Janet Woodcock, has reached a “turning point” in drug development.

As always, appreciate your comments.

Gene

Reports keep piling up showing that patients are already eager users of online tools that allow them to research their disease, share insights with fellow sufferers, and manage their health records.

*A recent nationwide survey by the Pew Internet Project found that 59% of all U.S. adults have looked online for information about health topics, and 13% have searched online for others who might have health concerns similar to theirs.

* A French study released in May discovered that most cancer patients, when granted full access to their medical records at the beginning of treatment, appreciated the information and were better able to understand their disease

*A Manhattan Research survey of 2,041 U.S. physicians found that seven percent use online video conferencing to communicate with their patients and the number is expected to grow as doctors seek to to improve practice efficiency and expand their patient base. 

As trends clearly show that doctors and patients are taking advantage of emerging technology, next on the horizon must be using technology to rebuild the relationship between patient and physician.  Innovative communications technologies can enable patients to partner with their physicians in their own care and work together to personalize the treatment journey.  

InfoMedics’ innovative health technologies are at the nexus of this convergence of physician and patient into one powerful partnership. We are excited by efforts such as the newly formed Consumer Partnership for eHealth , a coalition of consumer, labor and patient advocacy groups created to push for the development of health information technologies that give patients a voice. “We are not interested in using technology to merely tweak a dysfunctional system,” the group said in a statement. ”We want to transform it.”

We recognize that putting in place transformative health technologies can be a complex process. To facilitate the move towards patient-physician engagement, InfoMedics works closely every day with our pharmaceutical clients to offer a variety of tools to ease the way to connection. Because as Dave deBronkart, who blogs as ePatient Dave , writes, “The change we’re experiencing is real, people. The ability to create value in healthcare depends on information, and patients’ access to valid and useful information is changing forever. ”

Because of numerous failed deployments, PHR and EHR technologies have gotten a pretty bad rap with doctors. Some enterprising fellows decided to create a fake company to parody the entire situation. The founders have lifted the lid recently, revealing their true identities. Whether this was a marketing ploy or a genuine parody is debatable, but either way, every joke has a grain of truth. 

We stand at an interesting, albeit frustrating crossroads in the health technology space today. A fully interoperable, collaborative platform that integrates health information and personalized patient data to facilitate empowered provider and patient decision making lies just within reach. Think of the value patients will get once PHRs can stream in personalized data from their customized doctor-patient communications platform and EHRS, while also reviewing anonymous data from the broader patient population that helps them gain perspective on their condition. The technology is all there, it’s just a matter of implementing it in the right fashion, and achieving greater adoption of course. 

Certain proposed infrastructural changes are underway that promise to speed up the evolution of this space. Health providers’ responsibility for managing quality of care throughout the entire patient journey is not only being enforced with acts like HIPPA HITECH, it also could be incentivized even further through the proposed changes to ACO programs with the new healthcare bill. Remote monitoring and electronic communications with patients will be necessary to keep this complex, integrated new system afloat.  

Now is the time to improve the tools we have in place for aiding communication between doctors and patients, and these tools need to be personalized to each patient.  I’m looking forward to continuing the many initiatives we already have underway to bring this issue, and bring our achievements, to the forefront of our industry. 

As always, appreciate your comments.

Gene

As those in the healthcare industry know, drug adherence is a crucial issue.  Consider the fact that, according to a 2008 Data Monitor study, after 6 months of treatment, a whopping 50% of patients will have discontinued their recommended drug therapy entirely. How can a patient reach their destination if 50% of the time, they abandon their vehicle?  Clearly in these cases there is a disconnect between the patient and their guide. 

I’ve written before on how it is necessary for pharma marketers to consider what a patient’s journey might look like with their product.  Why might a patient abandon their vehicle to wellness? It could be the perceived cost of upkeep, confusing signs leading them astray, or maybe a loss of hope to ever reaching their destination.  And as Elfenbien notes, the patient’s perspective on life and the world around them changes drastically after a diagnosis and continues to change in the time leading up to wellness or throughout their treatment. 

Elfenbien also brings up the point of how important a role measurement plays in the individual health journey. This is true. I’d like to also offer that measurement factors into a bigger health picture that goes beyond just the individual patient. Doctors use patient data to help inform their practice and treatment methods, leading to improved quality of care for the population in general. Large health systems and payers use data as the foundation of their reimbursement and intervention guidelines and policies.  

These changes are why it is crucial for brands to stay aware of the patient experience and to recognize the patients’ need for a guide throughout their journey.  Keeping the lines of communication constant between a patient and their prescribing physician mitigates the potential for noncompliance, helps doctors and pharma companies gain access to necessary metrics and ensures a more successful journey- which is good for everyone involved.

I'd appreciate your comments.

Gene

Here are a few of the sentiments that I contributed to this issue:

• The biggest opportunities in 2011 will require sweeping changes in the way pharma companies are organized and serve their customers.
• Putting the consumer, rather than a brand, at the epicenter will ultimately help the product.
• By supporting the patient’s entire treatment journey the consumer will be better informed and more engaged throughout the product lifecycle.

I’d also like to highlight segments from a Q&A that I did with DTC Perspectives Editor Jennifer Haug:

Where do you see the biggest opportunities / growth areas for pharma marketing in 2011?

There’s great promise on the horizon. I’ve seen early signs of innovation which should eventually bear fruit for patients and physicians, as well as the industry itself in the years ahead. It gives me great hope to see a few leading pharma companies moving away from the traditional promotion of brands and taking the first steps toward supporting the patient’s entire treatment journey. These leaders are laying the foundation for meaningful support at the point of care that continues throughout the stages and challenges that come with chronic disease – from diagnosis to life-long management.

The biggest opportunities however will require sweeping changes in the way pharma companies are organized and serve their customers. (read more)

Where are the biggest challenges for healthcare marketers and media “owners” in the new year?

With healthcare reform taking hold in the coming year, there will be increased demand for delivery on the promise of improved health outcomes. In order to do so, the successful healthcare marketer will need to put the physician back at the center of managing patient care, and provide the tools, information, and support needed to enable that physician to be successful with each and every patient. Similar to my earlier thoughts, this will require that pharma companies look across the franchise to bridge the patient’s treatment needs throughout their journey. (read more)

Ultimately, I believe that focusing on the patient’s needs and concerns over product promotion will help our industry build credibility and reshape opportunities for successful partnerships in the new year. I also strongly believe in paying attention to the specific needs of local markets, rather than assuming that what works in one market will work for another globally (read more about my thoughts on this in Investor’s Business Daily).

Best wishes for a prosperous 2011,

Gene

As important as how these feedback systems work, is who these interactions are happening between and when. At InfoMedics our core business lies in working to deliver customized pharma marketing tools designed to increase doctor/patient interaction about specific drug regimens at the point of care.

A patient feedback system like the one outlined in these slides, allows for patients and doctors to interact while the patient is on therapy. Not just while they’re in the physician’s office.

As you’ll see on slide 3, the physician first explains the benefits of the patient feedback system to the patient during an office visit. Next (slide 4), the patient completes surveys through preferred methods (phone, computer) at regular intervals while on therapy. As time goes on (slide 5 & 6) the patient and doctor both receive detailed reports about treatment progress and response. Lastly (slide 7), the patient and doctor convene to discuss treatment progress.

What’s valuable is that from systems like these we’ve gleaned data that shows the tools increase medication compliance while driving sales. An important outcome for doctors, patients and pharma companies.

So that’s a little bit more about what we do. Please feel free to leave a comment below if you have questions.

Best,

Gene



The pharma industry has an opportunity to deliver meaningful support to the success of this new patient-centric model.  Not through direct-to-patient programs, or a product-centered Facebook page, but rather by providing a platform for the communication loop between providers and patients.  

Prompted by widespread expectations and anticipation that the FDA may issue guidelines in the next several weeks for the use of social media by pharmaceutical and medical device companies, last week the New England Journal of Medicine released an article titled, “Pharmaceutical Marketing and the New Social Media” by Drs. Jeremy A. Greene and Aaron S. Kesselheim of Brigham and Women’s Hospital in Boston. 

Though the article states that at least 60% of Americans turn to the Internet first when seeking health information, Drs. Greene and Kesselheim argue that physicians should still be wary of Internet-based promotional activities for three reasons:

• Lack of research on the health impact of such communications
• Difficulty in establishing the credibility of information produced by entities with a financial interest in its use
• Lack of mechanisms that hold the FDA and drug companies responsible for maintaining the credibility of the information

None of these points seem surprising, nor new. The “Wild West” of social media does not meld easily with pharma, whether it be in intention or execution. It’s a space that’s going to continue to face growing pains, even with a new set of FDA guidance.

That’s not to degrade this topic as there is no lack of interest in the issue. Last November more than 800 people signed up to attend two days of public meetings convened by the FDA, to brainstorm guidelines for the appropriate use of social media by pharmaceutical companies.

The reality is that we’re here now, a year later with the same concerns, same road blocks with social media. What I would like to see is more of a laser focus on building digital platforms that embed physicians in the equation, enabling more personalized and secure interaction with patients. If the right platforms don’t exist, let’s create them.

Whether the FDA gives guidance that is for or against social media use, the existing social platforms cut out one of the biggest stakeholders in this whole equation: the physician.

Welcome comments below.

Best,

Gene Guselli

“One definition of social media is public conversation between private individuals. Now apply this to the most important health issue you've ever faced and you see the daunting challenge the FDA contends with in setting social media marketing guidelines. Health literacy, privacy preferences and lifestyle all impact how people interpret social interactions online. What may seem educational for the masses could be persuasive to the individual facing a health issue.”

 To read more about my point of view on this topic, please see my post on Medial Marketing & Media (MM&M) and watch for it in your print copy.

As always, welcome your thoughts below.

Best,

Gene

Ad Age’s Rich Thomaselli has said that this growth is “stymied by lack of clear FDA guidelines.” But innovation online is also being thwarted by the “pharma way” mindset that tries the same approaches using new tools.

The fact is, for pharma marketing to truly take off in the digital realm, we need to take our cues from those that are successfully captivating audiences online in new ways. Consumer brands and non-profits have turned traditional promotion programs into compelling social experiences that users can easily join via their laptop or desktop computer. Some examples:

• Via a media and Facebook partnership, iconic Nike recently launched a platform that connects basketball players looking for casual “pick-up” games and enables them to schedule time together on the local basketball court of their choice. No more lurking on the sidelines hoping to get playing time!

• 100+ year old company Ford Motors took online marketing by storm with its Ford Fiesta Movement. User-generated video sparked unprecedented amounts of attention which translated into pre-orders for a vehicle that at the time wasn’t available to the public yet!

• And it’s not just consumer brands, in June Actor Ed Norton presented Crowdrise, a cross-channel platform that has turned volunteering and online donation into a social experience. Crowdrise uses the Web to turn the gravity of causes and issues, into the fun of doing something together with people like yourself.

There’s no doubt that FDA regulations dictate the means with which pharma marketers can present information, but it takes more than a company or regulatory mandate to start “carefully” exploring the Wild West of social media. And giving up on digital also isn’t an option. We have to get creative, but do so responsibly in a regulated industry where public health is our first priority.

Personally I’ve started to see an uptick in the hiring of former consumer marketing executives from companies like American Express by pharma companies. It’s my hope that these fresh new minds continue to join our forces.

If you can’t hire one, talk to one. Research his or her team’s campaign. And remember what they’ve done: broken their own marketing molds to play new roles, armed with the power technology provides.

Let me know your thoughts.

Paul LeVine
Vice President, Analytics

It arrives on the heels of a similar study out of Stanford that showed phone calls and emails reminding people to exercise, worked. See this Wall Street Journal article for more. And while we’re on this topic, I’d like to shamelessly plug InfoMedics’ co-founder and Senior Scientist, Dr. Richard Friedman. Dr. Friedman has over 20 years of experience in advancing the use of telecommunications systems to monitor patients with chronic disease, improve medication adherence rates and enable doctors and patients to better communicate about a treatment experience.  We refer to this as Technology Linked Care (TLC) and it’s at the center of what InfoMedics does. This is why I’m so excited to see the Kaiser and Sanford  studies, as they’re  great validation for the Health 2.0  believers (like myself)who have been working from the assumption that technology as a tool can lead to greater efficiency and the holy grail of improved health outcomes.

But wait. This isn’t as easy as it sounds. Despite the flood of online health information, the patients in the Kaiser study improved their health by spending more time, not less with their health professionals. Digital time, but time nonetheless. More important than how this works, is where this works. And the where is at the point of care.

From where I sit, the moral of the Kaiser study is that information technology becomes a powerful health tool when it is linked to the deeply personal experience of being a patient. Being a patient can be a lonely and confusing experience.  Information technology used simply as a 24/7 health news feed does little good. (Can you tell me whether coffee is good or bad for you? I’ve seen about a dozen studies in recent years that all say different things.)

What patients need is personalized guidance by a health professional. And what providers need is an efficient means to provide more of that guidance.  Kaiser has given us evidence that technology can serve these two needs and improve health outcomes.

As always, I welcome your reactions and thoughts.

Gene