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
Modern Technologywith real conditions — from allergies to Alzheimer’s — aswell as care-givers and expert insights. Videos showcasechallenges, questions, struggles, humour, relationships,and everyday issues of the patient and care-giver journey.For clinical trials, they ease anxiety and address concerns.Importantly, users can come back at their convenience,bookmark it, create their own playlists, rate videos, or send toa friend or family member, further expanding the reach of adirect-to-ePharma consumer campaign.Reaching the ‘connected consumer’, today’s digitalcampaigns must incorporate strategies that addressfundamental behaviours. These ePatient consumers areincreasingly connected• Technically through a wide array of devices,• Socially through ever-expanding social networks,• Medically through online communities of ‘consequentialstrangers’ where ePatients leverage their knowledgewith information exchange, and• Economically through memberships to online pharmaciesthat offer discounted prescriptions and medical supplies.The rapid growth of ePharma consumers has creatednew opportunities to tap into well-defined online patientcommunications channels for pharmaceutical marketersof prescription drugs and those promoting clinical trialsdirectly to patients. A number of factors are driving thegrowth of the ePharma consumer population. Olderconsumers are increasingly using the internet as a searchtool, with prescription drug information of particular interestin this population. In addition, many people now takemultiple prescription medications; in the current economicclimate ePharma consumers are carefully considering theirtherapeutic options. In the US, where medical costs for manyare not paid for by the government, cost-conscious olderconsumers are heading online in search of money-savingcoupons and free trials for FDA-approved treatments, whileother consumers intentionally or by chance seek out clinicaltrials that offer free study-related medical care and treatment,and reimbursement for participation.The rise in online direct advertising has been accompaniedby a decline in offline advertising, with advertisers looking forGuide to developing a successful direct-to-ePharma consumer strategywww.JforPC.comJournal For Patient Compliance Strategies to enhance Adherence and Health Outcomes 45
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