redefining the role of patient support programs: shifting the focus towards patient-centric...
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SKIM: Decision Behavior Specialists
Alex Zhu | Ariel Herrlich | February 2016
Leveraging Patient Support Programs in Biologic-Biosimilar Competitive Landscape
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Biologics are facing biosimilar competition
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Strategic levers in biologic-biosimilar competition
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Patient support
Market access
Product formulation
Messaging
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• Benefits investigation • Copay assistance
• Injection trainings • Education • Nursing support
• Supplies/kits • Peer resources
Basic structure of such patient support programs
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1) Access to medication
2) Services to improve
outcomes
3) Living with the condition
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Stakeholders of a patient support program
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Patient support program
PATIENT MANUFACTURER
NURSE PHYSICIAN
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5 key learnings to leverage patient support programs in biologic-biosimilar competitive landscape
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Three types of services are most critical
Different needs for different stages in the
patient journey
Two broad opportunities to (re)create
value Goals and
expectations are different
Patient support programs are not just for
patients
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Learning 1: Access, device training and disease, and therapy education are the most critical services
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expected for biologics
expected for both expected for biosimilars
expected for neither
• Co-pay assistance • Injection training • Educational
programs
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Learning 2: Patient support programs are also about helping HCPs better serve patients
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RX INITIATION PROCESS FOR HCPS
ACCESS TRAINING
Insurance coverage investigation and financial assistance
Ensures access and by assisting with obtaining insurance coverage
Injection training, education and support
Inspires confidence that patients will initiate and maintain Rx
Nurses spend the most time on the phone and filling out paper work.
Physicians may need to hire staff to handle authorizations.
Nurses are freed from providing training themselves.
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Learning 3: Recognizing patients’ needs at various stages of their journey is important
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Initiation Control
QoL Frustration
Symptom change
Fear about progression
Injection training
Nurse support
Co-pay assist
Education
Nurse support
Education
Insurance change
Education
Em
otio
nal
Clin
ical
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Learning 4: Goals differ between originator and biosimilar patient support programs
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Biologics Biosimilars
Differentiate:
Ø Meaningful services: HCP centered services or services that help to obtain access and ensure compliance.
Ø Cohesive patient experience
Prioritize:
Ø Evaluate existing programs
Ø Identify what matters most: Certain services are expected - cost of coming on the market.
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v There is low awareness of the full breadth of services
v Reflect how patients and HCPs categorize services differently
v Clear, descriptive language optimizes utilization
v There is more room to create value for HCPs
v Ensuring that patients get on treatment and stay compliant eases the burden on practices
v Easy to access
Learning 5: Two broad opportunities to (re)create value for all stakeholders
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Re-package service offerings Offer services that make HCPs’ lives easier
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Framework and considerations
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Include all of the relevant stakeholders
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What is the actual impact on prescribing? • Ultimately responsible for prescribing • May take different programs into account
How do different programs compare in alleviating the burden of getting patients started?
• Most interaction with support programs • Deeper understanding of different programs
What feelings does patient support invoke? How do those feelings impact brand loyalty?
• Rely on programs for starting and staying
with Rx • Programs provide assistance and comfort
KEY QUESTION RELEVANT EXPERIENCE
PATI
ENT
NU
RSE
PH
YSIC
IAN
STAKEHOLDER
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Employ a multi-phased qualitative and quantitative methodology
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PHASE 1
PHASE 2 PHASE 3
PHASE 4 (Optional)
Exploratory Qualitative
Immersion Session with the Brand Team
Validate with Quantitative
Iterative Qualitative
Competitive Intel
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Phase 1A: Exploratory qualitative research
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Individual Interviews Online Bulletin Board Focus Groups
Establishing a range of experiences
Broad exploration of individual experiences
Projective exercises for unstated feelings and unmet
needs
In-depth reflection and descriptive accounts
Ideation and co-creation
Assess extent of unmet needs
MOST APPROPRIATE STAKEHOLDERS MOST APPROPRIATE STAKEHOLDERS
PATIENT NURSE PHYSICIAN PATIENT NURSE PATIENT
MOST APPROPRIATE STAKEHOLDERS
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Phase 1B: Competitive intelligence (conducted alongside exploratory qual)
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• HCPs typically work with multiple brands
• Therefore, competitive intel is relatively easy to obtain
• Current patients with past experiences on other brands
• Former patients who have switched
• Competitor patients who have never been treated with the Rx in question
HCPs PATIENTS
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Phase 2: Immersion session with Brand team
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• Discuss the qualitative outcomes deemed relevant
• Identify relevant service offering packages
• Align the outcomes of the quantification phase with brand team needs and
expectations
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Phase 3: Validation through quantitative research
Metrics to assess current services ‘Drag-and-drop’ classification Measure impact on loyalty
Current Services
Potential New Services
UNNECESSARY
NICE TO HAVE
ESSENTIAL
Awareness Importance
Satisfaction Utilization
Baseline of engagement/ loyalty
Compare optimization strategies against baseline
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Contact
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skimgroup.com
SKIM: Decision Behavior Specialists
Alex Xiaogung Zhu Manager Based in New York
Ariel Herrlich Analyst Based in New York