PATIENT COMPLIANCE - PharmXpert Academy

Modern TechnologyDirect to the ePharma Consumer –In the Age of ConnectivityIt is not a passing fad but a permanent shift. ePharmaconsumers are here to stay. It means that pharmaceuticaland medical device companies must adapt to the new digitalenvironment. While change is inevitable in any industry, thismay be the first time that neither industry nor regulatorsbut rather patients are driving this shift. To understand thehesitancy of the pharma industry and FDA toward direct-toePharmaconsumers, it is helpful to look back 30 years ago tothe advent of direct-to-patient advertising in 1983 in the US,by British-based Boots Pharmaceuticals. The campaign wasfor its prescription brand of ibuprofen [Rufen]. At the time, USregulators and major pharma companies resisted the direct-toconsumerapproach. A two-year moratorium was immediatelyenacted by the Food and Drug Administration (and initiallysupported by most major pharma companies). The moratoriumwas intended to allow regulators time to more fully explorethe ‘risks and benefits’ of going direct to consumer. Whileindustry and FDA viewed it as risky, patients on the other handviewed it as necessary. AIDS and breast cancer activists at thetime were the most vocal patients in voicing their demandsfor the right to become actively involved in their healthcareknowledge and decision-making, and ironically the then USSurgeon General, C. Everett Koop, publicly called for patientsto become “empowered healthcare consumers”.Today, three decades later, in the face of digital marketing,some of the same hesitancy by regulators and industrysurrounds the direct-to-ePharma consumer approach inEurope and the US. But this time in the US and Europe there isa major difference: while FDA deliberates, European agenciesdismiss it, and industry’s legal, regulatory and complianceteams take time to garner institutional knowledge aboutdigital media, patients are already leading the charge anddoctors, medical centres and clinical researchers across theglobe are joining them.Technology is also propelling the broader adoption ofdirect-to consumer strategies globally through the use ofportable digital devices, and it’s happening at warp speed,leaving industry to catch up. Today, internet penetration isover 70% in the majority of countries, enabling over 90%of patients and/or their families to conduct online researchbefore seeking medical intervention. Furthermore, over twothirdsof adults go online looking for broader health- andpharmaceutical-related information.This trend requires industry and more doctors to embracethe most empowered ePharma consumers that either hasever encountered. Constant internet connectivity – togetherwith the rapid adoption of mobile devices – is changing howwe market prescription products and clinical trials direct toePharma consumers, care-givers and others.It’s not a question of if, but when … and the answer isnow.While direct selling to patients through multiple channelshas been around since the US Boots’ TV and print campaignin 1983, recent technology advances have had a significantimpact on consumer behaviour, not only in healthcare but indaily living as well. By 2015, it is estimated that more than50% of all retail sales will be either online or influenced bythe online channel, demonstrating the integral use of theinternet in all aspects of daily living including healthcare.In the traditional model, industry’s principal ‘customer’remains the doctor, who serves as gatekeeper, prescriberand learned intermediary. However, as other industries havefound, their customers - consumers of all ages - are leveragingthe benefits of an integrated, multi-channel approach,offering mobile applications and online options that make iteasy and convenient for customers to execute transactions,access information, and make informed decisions, regardlessof location.Given how quickly patient expectations are rising,direct to consumer models that include mobile-enableddigital strategies in a constantly connected future will helpdifferentiate a product or clinical trial from competitors.Tailored messages and information are delivered by apatient’s choice of communication: SMS, email, automatedvoicemail, direct mail, or a combination. On the commercialside, marketers are finding success in integrating co-paybenefit programmes to individual patient needs, on-demandaccess to experts, and community support.The most successful direct-to-ePharma consumercampaigns are those that foster a more effective dialoguewith patients. Engaging patients online as they are lookingfor information, and integrating that information withprogrammes that are accessible offline and through mobile,is the new model for both the commercial and clinical trialsides of the industry.It’s not just a US phenomenon either. It’s a global one, asempowerment is occurring in countries with traditional socialhierarchies. And while some doctors might prefer patientsnot to be well-informed, patients on the other hand expect tobe able to research and obtain product information any timeand anywhere, using whichever channel (or combinationof channels) they find most convenient. The same goes forclinical trials as well.Direct-to-ePharma consumer marketing requires anintegrated business model where all channels – digital andphysical – work together seamlessly to connect with patientsand guide them to diagnosis, medical specialists, treatmentsand or clinical trials.Today, ePharma consumers want access to conditioneducation in innovative and engaging formats withpersonalised assessments. Condition-specific online videosfor example, bring to life the experiences of real people living44 Journal For Patient Compliance Strategies to enhance Adherence and Health OutcomesVolume 2 - Issue 4