Impact of Clinical Education as Part of a Multichannel Sales Strategy

Transcription

1 Impact of Clinical Education as Part of a Multichannel Sales Strategy June 13, 2012 Copyright 2012 Quintiles

2 Topics Impact of Clinical Education as part of a Multichannel Sales Strategy -Introduction to Quintiles -Impacting Patient Adherence -Direct to Patient Education: Multiple Sclerosis Case Study Pete Megronigle, VP, Head Health Management Solutions, Quintiles Questions and Answers with Kathy Beach Kathy Beach, Senior Product Manager Field and Marketing Operations, Sanofi- Aventis 2

3 Approaches to Drive Brand Value There are many approaches to drive: Sales Force Effectiveness Productivity Product Revenue Most targeted at generating NRx 3

4 NRx are often offset by failure to fill or renew Rx What is the impact if we significantly influence the initial Rx fill or Refill %? 4

5 Customer Quote If we can keep our patients on therapy for just one additional month it will yield an incremental $450M annually in revenue - top 10 pharma organization 5

6 Introduction to Quintiles Pete Megronigle VP, Head Health Management Solutions, Quintiles 6

7 Quintiles Overview Global Biopharmaceutical Services Quintiles is the only fully-integrated biopharmaceutical services company offering clinical, commercial, consulting, and capital solutions worldwide Clinical Solutions Commercial Solutions Quintiles, Inc. Est.1982 IPO NASDAQ 1994 Innovex, Lewin 1996 IMC (MAC Acquired) 1997 Consulting Capital Solutions S&P Revenue >$1B 1998 PharmaBio 2000 History of Quintiles Privatization 2003 NovaQuest 2006 Quintiles Rebranding

8 Comprehensive Commercial Solutions Brand Solutions Sales Health Management Solutions Consulting Medical Communications Trial Development Input Commercial Outcomes Market Access Strategies Brand Planning/Mgmt Multiple Channel Delivery Project Management Post-marketing Research Planning Primary Care & Specialty Teams Syndicated PCP Team Alternative Sales Models PoC Service Specialists Vacancy Management Telesales Regional Strikeforce Nurse Educators Patient Adherence Programs Education of Patients, Physicians & Staff Medical Science Liaisons Clinical Trial Educators Per Diem Educators Market Access Pricing & Reimbursement Strategic Planning Market Research Commercial Assessment Medical Education Meetings Publication Planning Advocacy development Advisory Boards Clinical Experience Programs Product/Market Data & Analysis Patient Perceptions Strategic Analytics Resource Allocation & Optimization Targeting Sales Force Effectiveness Program Outcomes Measurement 8

9 Threats to Brand Adoption Disease management issues can slow brand adoption Clinical educator teams demonstrate changing practice behaviors helps increase brand adoption and supports sales force objectives Issue Many chronic diseases affecting millions of Americans are not always managed appropriately by HCPs. Effect on Brand Patients go undiagnosed or are sub-optimally treated resulting in less than ideal outcomes Time with patients is very limited. Staff are not properly trained for every chronic disease. HCP doesn t have time or resources to train them. Patients need to better understand their disease and the risks to them of not being treated appropriately. Patients are not educated well on their disease or their treatment which may impact adherence Patient engagement (self-management) is becoming vital to help patients better manage their disease and understand importance of remaining on therapy 9

10 Different Clinical Educators The difference Complements a Sales Rep who is trained to sell the products features and benefits to encourage utilization of a brand and increase market share and sales. Differs from a Medical Science Liaison who is typically a healthcare professional by degree and training, but may not have patient management experience. > MSL objectives are usually Key Opinion Leader-focused: developing advocates, delivering formulary presentations, training KOLs as speakers, enhancing a clinical discussion on study data, etc. 10

11 Clinical Educators Maximizing sales force effectiveness Sales Force Challenges CE Solution Many high decile practices are difficult to access, have limited or no access Reps typically spend less than 2 minutes with an HCP Sales Representative Perception educating HCPs on disease and patient management CEs have demonstrated that difficult to see HCPs have optedinto the program and create access for representatives CEs may spend minutes in a practice once a practice opts-in to participate CEs as a clinical, peer resource have helped to educate HCPs and their staff to improve patient care and treatment regimens 11

12 Impacting Patient Adherence Pete Megronigle VP, Head Health Management Solutions, Quintiles 12

13 Adherence Rates Remain a Concern Depression Pain Low back pain Chronic bronchitis GERD HIV/AIDS Incontinence Rheumatoid arthritis Osteoarthritis Parkinson's Cardiac Cancer Enlarged prostate 50% 52% 53% 54% 54% 54% 56% 57% 58% 60% 61% 62% 63% 0% 10% 20% 30% 40% 50% 60% 70% US adherence rates Between 1/3 and 1/2 of patients with long-term conditions fail to adhere to their medication, regardless of the severity of their condition Bates A. Ensuring profitable patient adherence programs. Eularis March

14 Drug Adherence The bridge between medical intervention and improved health Non-adherence represents a failure to translate the technological benefits of new medicines into health gain for individuals Adherence EDUCATION Concordance, adherence and compliance in medicine taking. NCCSDO Kripalani S et al. Arch Intern Med. 2007;167:

15 Poor Adherence Originating from a variety of sources Treating a disease without symptoms Complexity and duration of the treatment regimen Side effects of medication Patient s lack of belief in the medication Cognitive impairment Missed appointments Lack of understanding of consequences of non-adherence Patient s lack of knowledge about the medication Depression / psychological problems Long waiting times at clinics Misperceptions of risks/benefits Cost of drug / co-pay Physical disabilities caused by the disease Long time lapses between appointments Poor provider patient relationships Poor follow-up Osterberg & Blaschke NEJM Blasdel & Bubalo Oncology Special Edition McDonald HP et al. JAMA 2002;288:

16 Adherence Programs Process Flow RN RN Nurse visits to HCP offices or direct-to-patient counseling RN Nurse educators In-office visits to view/discuss: Live web casts Local, regional, and state chapter meetings Web-based training Archived web casts Nurse counseling kit Teleconferences Nurse/patient dialogue Tools and resources 16

17 Patient/Customer Quote She is the single greatest resource that any pharma company has provided to his practice and his patients. - physician quote as relayed by top 10 pharma RSM 17

18 Patient/Customer Quote You saved me from potentially losing my limbs, my sight, and shortening my life due to insulin not being in check. Basically I am thanking you and God for giving me more time to be with my daughter on this earth. - patient letter from top 10 pharma diabetes program 18

19 Patient/Customer Quote The program that your company offers helps me realize the importance of the industry. It is very sad that there are so many people out there who don t realize the positive things the pharmaceutical companies do to help their patients. - patient letter from MS program 19

20 Direct to Patient Education Multiple Sclerosis Case Study Pete Megronigle VP, Head Health Management Solutions, Quintiles 20

21 Multiple Sclerosis Program Project Overview Context Multiple Sclerosis Nurse Educators to address declining adherence rates through comprehensive, quality training and education Mission Create & implement strategies to help patients with MS adhere to long term therapy Invest in a dedicated and certified Nurse Educator team Goal Provide consistent, quality training and education programs about MS therapy to patients, care-partners, physicians, nurses & providers 21

22 Multiple Sclerosis Nurse Educators Role and messaging tailored to different audiences 1:1 Patient and care partner focused activities Education on disease state Medication administration Side effects and how to manage Availability of Patient Programs Health Care Professional Education Description of services provided to patients Follow-up discussions with HCP about patient and care giver educational session Training to contracted agency nurses covering white space Patients and care partners support Group programs Rotating topics specific to addressing challenges of MS Goal is positive empowerment 22

23 Patient Adherence and Support Continuum Initiation Diagnosis/ RX written Medication Therapy wk 1 wk 2 wk 3 wk 4 Mo 2 Mo 3 Mo 6 Mo 9 Mo 11 Patient Consent Live Training Live Training Live Training Risk Assessment New patients, disease state and medication training Customized approach Continue to Adapt to Retain Call plans highly flexible and customized based on patient need from on-going nursing assessment Field nurse and call center nurse: Team approach that establishes and continues to build relationships with the patient 23

24 Results Field nurse project demonstrated a 40% improvement in 1-year retention rates 24

25 Questions and Answers with Kathy Beach Senior Product Manager Field and Marketing Operations, Sanofi-Aventis These are my views and not necessarily the views of my employer, Sanofi US. 25

26 Can you provide an overview of your project, including longevity and evolution? The CDE HELP Team was developed and launched in The objective was to have a team of Certified Diabetes Educators who could support patients who were on our product and needed training on our device. Since then the program has evolved to include utilizing our CDE Team to educate any patient who has diabetes and needs education on diabetes management as well as to train patients on our products and devices. The way we communicate and provide education to diabetes patient has evolved beyond face-face education and we are using other channels (such as webinars and virtual call centers). 26

27 Have you modified the program along the way? We continually modify and course correct where needed. The content of our educational courses is always being reviewed and revised to ensure patients are receiving the most current and accurate information. It s important that we gather questions and insights from our patients and HCPs to identify gaps and enhance the program from a content perspective and how we reach our patients. The assumption could be that we know how, where and when our patients want education. The truth is, we need to provide the flexibility in our programs so that the patient is able to choose how they want their education. So we have made modifications in providing more flexibility for diabetes patients. 27

28 In addition to live educational sessions, how have you used technology to reach patients? We developed online programs, webinars, that provide the ability for a patient to register for the educational program they want, at a time and date that s convenient for them. The program slides are recorded, the Certified Diabetes Educator is live, on skype and can answer questions from participants. In addition, we have a CDE Virtual Call Center for some of our programs. This is another opportunity to support and provide education for patients who may prefer to talk with someone. 28

29 What has HCP and patient feedback been on this initiative? The feedback has been fantastic. From an HCP perspective, we are providing additional educational support for their patients to have diabetes. Diabetes has been described as one of the most challenging health problems of the 21 st century. The prevalence is increasing rapidly and our ability to provide supplemental support is very much appreciated by health care providers. We receive letters and s from patients on almost a daily basis. They are so appreciative. Patients are looking for information and education and when you can reach out to them and provide it through a communication channel they are comfortable with, is not only effective, it can make a difference in their outcomes. 29

30 What critical lessons learned can you share? The three top lessons: Understand your patient population. Not everyone learns the same way nor do they want to receive education through the same communication vehicle. Capture information and then listen to what the patient and HCP are asking for and be prepared to course-correct. 30