Designed to leverage the physician/patient relationship and help drive compliance.
A top 5 pharma client introduced a product for intermittent claudication (leg cramps). The client had a total of 1,000 sales representatives calling on a large PCP population of over 50,000 targeted physicians. Product was second entrant in therapy class and was equal in efficacy and safety to the leading prescribed drug. Product adoption and growth of prescriptions was slow. At one year post launch, the competitors product had a sizable lead in market share. With no distinct clinical differentiation in terms of efficacy and safety, the brand marketers needed to increase awareness among physicians and patients to increase adoption and drive market share.
BrightSpan was retained to develop a program to drive product awareness, adoption, and to deliver market share gain. Utilizing prescriber data, BrightSpan uncovered a group of 15,000 physicians in the called-on universe who were high prescribers in the class but low or no prescribers of the product.
To improve product awareness and change prescribing habits, BrightSpan designed a patient experience program, Experience Rx™. Each of the 15,000 physicians received a special product starter's kit. Included in the starter kit were five three month supplies of product to start five patients on therapy. Each patient started on therapy was enrolled in the six month patient experience trial. Patients were sent a welcome package that included patient education, lifestyle information and a questionnaire designed to establish a baseline understanding of the condition and treatment goals. Baseline data was compiled and sent to each Patient's participating physicians. Physicians were only sent information pertaining to their own patients).
Patients were requested to provide information for 3 consecutive months, via a questionnaire, after program enrollment and initialization of therapy. Questionnaires were designed to provide feedback and updates on treatment goals. Information was reported back to each Patient’s physician for inclusion in patient’s chart to be reviewed during follow-up visits.
The program achieved the following endpoints:
- Over 60% (9,000) physicians participated in the program
- 30,000 patients were enrolled in the program
- >70,000 patient reports were sent to participating physicians
- NRxs/TRxs by 75% with participating physicians
- Average patient months on therapy was 13 months
- ROI: 4:1