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<strong>IPI</strong> America’s Pharmaceutical Research Companies: Improving Patient and Practitioner Knowledge about Prescription Medicines When it comes to providing patients with excellent healthcare, there is one essential ingredient that everyone in the healthcare delivery chain can subscribe to: informed, knowledgeable patients, active in their own treatment, make the best patients. Such patients are better able to understand their condition, the treatment and medical options proposed by healthcare practitioners, and are also better able to commit themselves to following through on treatments and making lifestyle and other changes that may be necessary to become healthy and stay healthy. In short, one sure way to improve the quality and utility of healthcare across the board is to empower patients with information and help them to be true partners in their own care. Fortunately, we live in an era when more information about disease, medicines and treatment options is available to both patients and medical practitioners than ever before. As a result, patients can be better advocates for their own care, and healthcare professionals can be more knowledgeable both about a patient’s conditions and also the latest, best treatment options. At the same time, however, the sheer volume of information now available – for example, via the internet – also poses a challenge to patients and healthcare professionals alike. While patients and healthcare professionals need more information about health, disease and available treatments, they also need that information to be accurate and reliable for it to be truly useful. Ideally, then, patients and healthcare practitioners need to be able to quickly and effectively sort through multiple and sometimes contradictory – though seemingly credible – sources of information in order to find answers both on diseases and their effects as well as the best treatment options. That is a daunting task for healthy healthcare consumers, and one that is all the more difficult when the consumer is also a patient confronting a serious condition or disease. As the makers of innovative medicines, America’s pharmaceutical research companies understand that patients and practitioners need reliable information so that they can make good healthcare decisions. Patients and practitioners must be able to work together to help ensure that patients get the right treatment for the right condition at the right time. Knowledge – about a disease and treatment options – is the key to ensure this critical formulation comes together for each patient. Clearly, medicines are playing an increasingly important role in healthcare. The right medicine to the right patient at the right time can not only help a patient avoid a disease or treat a disease, it can also help minimise other health issues – from costly hospitalisations and surgeries to the “Patients and practitioners must be able to work together to help ensure that patients get the right treatment for the right condition at the right time” unintended health consequences of a failure to seek treatment. The cost of avoidable and treatable chronic diseases to both patients’ health and to the economy, for instance, exemplifies how important it is for patients to consult and engage practitioners and for practitioners to have broad knowledge about both disease and treatment options. Pharmaceutical advertising and marketing can and must play an important part in the provision of critical information to both patients and practitioners. America’s pharmaceutical research companies recognise both this important function of their marketing but also their obligation to help meet the information needs of patients and practitioners. This awareness has resulted in a growing commitment by America’s pharmaceutical research companies to improve the quality of their marketing efforts and also to enhance their interactions with healthcare practitioners by focusing on professionalism and transparency. In an effort to better meet the information and knowledge needs of both patients and practitioners, the Pharmaceutical Research and Manufacturers of America (PhRMA) and its member companies have embarked on a number of industry-driven initiatives designed specifically to improve the information available about the medicine they make and its appropriate uses. For example, in July 2005, PhRMA’s Board of Directors unanimously approved Guiding Principles on the Direct to Consumer Advertisements About Prescription Medicines. These guiding principles grew out of an increasing awareness of public concern over the quality of information provided in pharmaceutical direct-to-consumer advertising (DTC). The resulting principles (for more information visit: http://www.phrma.org/dtc) encourage the communication of accurate and fairly balanced information about medicines and help ensure that DTC advertising remains an important and powerful tool to help educate patients while at the same time addressing many of the concerns expressed about DTC advertising in recent years. These principles also come from an understanding – bolstered by many surveys and studies – demonstrating that patients knowledgeable about both potential diseases and possible treatments are more likely to ask their physician’s advice and be more active in protecting and improving their own health. The principles affirm that DTC advertisements are created to help inform and empower consumers and to make them aware of new medicines and their benefits as well as risks. Additionally, marketing should be designed to promote increased communication between doctors and 8 <strong>IPI</strong> www.ipimedia.com
Advertisement HELLO I am Karl M. Eckl, In 2000, we specialised in the type of Phase I and IIa Clinical Studies which are critical and often delay clinical development because of difficult recruitment conditions. These studies are: • PK studies in the target population (e.g. Oncology Patients) • PK studies in patient populations used as pharmacological models like patients with renal and hepatic impairment • Proof of Concept studies in the target population (phase IIa) to speed up strategic decisions in clinical development of new medicinal products Our expertise lies in: Cardiovascular CNS (including psychiatry) Endocrinology Infection disease Asthma and pulmonology Oncology Liver disease (alcohol and toxic cirrhosis and hepatitis B and C) Kidney disease (nephrology and urology) Gastroenterology Postmenopausal women Elderly population Gynaecology Rheumatoide arthritis Male and female healthy subjects Haematology Ophtalmology Pain patients Surgery and neurosurgery Why are these studies so difficult to perform? • No therapeutic benefit for patients increase reluctance to participate in such a study.Therefore it is necessary to have a panel of such patients whenever possible. • Reproducible boundary conditions are difficult to achieve in normal hospital settings. Therefore our own clinical sites are exclusively used for clinical research. I set up INNOPHAR to provide you with: • Patient populations which are the most critical ones to recruit for phase I and IIa studies (e.g. renal or hepatic impaired or oncology patients) • High quality services of our own clinical cites specifically tailored for these types of clinical studies • The service directly and not through any sub contractor • Own patient panels, we perform these studies frequently • Expertise, as phase I and IIa studies in these types of patients are our core business • We recruit patients in huge polyclinics which cover patient data from 50,000 patients or more each. We co-operate with 5 – 10 policlinics, and as a result we can give exact time windows for recruitment, which is a rare thing in this business. Our Formula for success can be yours. Just contact me or my colleagues at: Dr. Karl M. Eckl Managing Director INNOPHAR GmbH INNOPHAR GmbH Innovative Pharma Research Eggersberg 4A. D-94375 Stallwang. Germany Tel: +49 (0) 9964 6010216 Fax: +49 (0) 9964 6010217 E-Mail: contact@ipr-ee.com www.ipr-ee.com
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