Channel affinity insights along the patient journey

Channel affinity insights along the patient journey

© Across Health Webinar1

Ground rules

Across Health2

1. The webinar will take around 40 minutes, followed by questions

2. You can submit questions at any time via the “Question” button• to return to the presentation, press the “close” box in the top right corner• you cannot ask “live” questions

3. Please give us your feedback!1. Rate the seminar2. Answer the short survey (in the “Attachments” section)3. Please find the PDF version of this webinar attached within attachment section

4. The webinar will be recorded and made available immediately after this session on the BrightTalk platform


What we will cover today

• Patient centricity in pharma: the landscape• How to engage with patients using the ideal channel

mix for each step of the patient journey ?- Patient digital ecosystem- Patient navigator- Virtual patient focus groups

• How to develop a business case for a patient support program

• Q&A

We spend around 95% of our budget on finding the next patient

and then probably less than 5% after we found them”

Gary Walker,

Sr Director Customer InnovationEli Lilly

Empowered patients have a big impact on HCP prescribing behaviour vs the rep (Across Health Navigator, n= 1200 HCPs)

6

Pharma-owned website*

Email marketing

Direct marketing

Web Banners

SEO

Mobile marketing

SEA

Outbound call centre

Integrated cross-channel campaigns

Patient adherence tools

Social media marketing

Social media monitoring

e-sampling

Marketing automation software

e- or PHR** ad & promo services

Quantified self / self-tracking devices

Remote patient monitoring

74%

60%

57%

54%

42%

34%

33%

31%

25%

22%

21%

18%

14%

11%

8%

6%

6%

18%

29%

15%

27%

28%

43%

27%

24%

51%

41%

37%

37%

15%

29%

23%

26%

23%

4%

7%

18%

13%

19%

17%

28%

34%

20%

25%

37%

38%

43%

46%

51%

50%

53%

5%

4%

10%

6%

10%

6%

12%

11%

5%

12%

5%

7%

28%

15%

18%

18%

19%

Standard practice Pilot planned or ongoing Never Do not know / not applicable

Despite this, adoption of (advanced) patient tactics is still low in pharma…(Across Health Multichannel maturometer 2016)

© Across Health 7

N = 223EU scope

*Company, product, or disease website. **electronic or personal health record.

8

yes39%

no49%

Don't know 12%

Central patient engagement teams are starting to emerge, but their effectiveness is seen as low

© Across Health

Do you have a central Patient Engagement team?

Yes, and it is highly ef-fective

Yes, but the impact is low

Yes, just being created

32%

36%

33%

N = 275Global scope

9

The shift from product- to customer-centricity is the most important topic for most companies in the next 2 years

© Across Health

Healthcare disruption

Maximizing the opportunities of mhealth

Developing a strong integrated emedical offering

Getting a robust view of the omnichannel ecosystem

Big data analytics

Moving from HCP-centricity to patient-centricity

Upskilling the organization

Transforming the fieldforce to multichannel reps

Defining & optimizing the customer journey across multiple touchpoints

Moving from product-centricity to customer-centricity

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

12%

12%

20%

20%

25%

27%

36%

37%

43%

56%

25%

36%

38%

40%

32%

31%

37%

40%

44%

26%

39%

37%

32%

30%

25%

26%

23%

17%

10%

13%

16%

12%

9%

7%

12%

11%

3%

4%

3%

4%

9%

3%

3%

5%

5%

5 4 3 2 1

How do you see the following topics evolve and expand beyond their current state in pharma? Please indicate the importance of these topics in the next 2 years (1

=low importance, 5= high importance)

Patient centricity is built up around 3 pillars

Across Health109/20/12

Get deep insights in important touchpoints

throughout patients’ lives (MOTs)

Interact with your patients during all patient

journey touchpoints through the channels

they prefer Offer tools and services that add value to your

patients

PatientJourney

PatientValue

PatientExperience

11

How did your become aware of your disease

What triggered you to go see a doctor?

What influences you most to continue taking a treatment?

“What triggered you to change or reconsider a treatment option?”

What triggers you to use a product for the first time?

How did you learn about different treatment options ?

In chronological order

Digital ecosystem

WHERE can patients be found online, which social

platforms and apps do they use?

How can you engage through these

channels?

Virtual focus groups

WHAT are important touchpoints in the life of patients and what

content and services should be offered through patients’

preferred channels to create patient value?

Patient Navigator

WHICH channels have the highest

impact and reach on the health decision making of patients?

What’s the business case for a patient support program?

3 tools for collecting valuable patient insights on all 3 dimensions

1 2 3

Desk research Quantitative research Qualitative research

DIGITAL ECOSYSTEM

Step 1

For my TA, I have a good understanding of which websites, apps and social platforms patients engage with

A. Completely disagreeB. Somewhat disagreeC. Somewhat agreeD. Completely agree


1. Digital Ecosystem Analysis

15

Purpose of this analysis is to scan the digital landscape in order to understand WHERE patients can be found and how your company can change their digital footprint to engage with them

We scan 3 domains :

1. OnlineWhich websites are your patients engaging with along the patient journey and how can you tap into this? We make a subanalysis for the “awareness” – “diagnosis” and “treatment” phase

2. MobileWhich apps are patients interacting with and which opportunitiesdoes this represent for your company?

3. SocialWhich social media platforms are popular amongst patients andhow can this be leveraged?

Which websites are grabbing the attention when patients go online?

EXECUTIVE SUMMARY

KEYSTATISTICS

CURRENTADOPTION

KEYCHALLENGES

FUTUREOF DIGITAL

If a website cannot be found in TOP 10 search results, it is very unlikely that it will be clicked on

Across Health17

86% of the clicks are generated on the first page

Source: Caphyon 2014

• Search engines play a pivotal role in the digital ecosystem as it is the patient channel with the highest reach

• Close to 80% of all online patient browsing starts in GoogleGoogle heatmap showing click

behavior

A key metric in our analysis is the “share of attention”

If you know which sites are grabbing the attention of your audience,

you can influence yourown digital footprint

18

Share-of-Attention (of a website) =

the probability that patients will end up on a specific website basedon a weighted set of disease-related

keywords

EXECUTIVE SUMMARY

KEYSTATISTICS

CURRENTADOPTION

KEYCHALLENGES

FUTUREOF DIGITAL

Search interest for T2D / patient journey stage

For Region 1, most T2D search occurs in the Awareness phase (55%) when potential patients/ caregivers are (re)searching symptoms

Across Health19

Region 1 Region 2

For Region 2, focus of the search is more on the disease (diagnosis phase), capturing 63% of the total search volume

213.790 T2D related searches/ month

35.710 T2D related searches/ month

Treatment(medication)

Diagnosis(disease)

Awareness(symptoms)

Treatment(medication)

Diagnosis(disease)

Awareness(symptoms)

We focus our analysis around 3 key steps in the patient journey

EXECUTIVE SUMMARY

KEYSTATISTICS

CURRENTADOPTION

KEYCHALLENGES

FUTUREOF DIGITAL

Share-of-Attention of websites for T2D based on keywords that patients use during the ‘diagnose’ phase of the patient journey

02/05/2023 Across Health 20

Institutional

Pharma owned

Other

Commercial

HCP / Hospital

Patient assoc

Colour codes are used to distinguish between different type

s of websites

Next to mapping the digital landscape , an analysis is done on 4 domains

Across Health21

Content

What is the probability that patients will end

up on a specific website based on the search

behavior they display

Discoverability

To what extent can a 3rd party site, app or

social platform be leveraged/influenced

for engaging with patients?

Usability

What is being said about the disease on 3rd party sites and to

what extent is this content aligned with your brand objectives

Content

Which services are being offered to patients on most

relevant 3rd party sites and how can you tap

into this

Services

PATIENTNAVIGATOR

Step 2

We have a robust process in our company for optimising the channel mix of our patient-centered initatives

A. Completely disagreeB. Somewhat disagreeC. Somewhat agreeD. Completely agree



Digital ecosystem




channels?





Patient Navigator





1 2 3


Patient Navigator Objectives

Our Patient Navigator assesses the impact and reach of 40+ on- and offline patient channels on patient health decision making and compares this to the golden reference channel, being the GP visit

Research is done for a specific disease and geography

The Patient navigator zooms in on the following business questions:

• Which channels to prioritize per patient segment in terms of budgets and resources?

• Why should we invest (or not) in currently underleveraged channels?

• What are the preferred sources of information? • How patient-centric is my company vs key

competitors • What about adherence?• Does a business case exist for a patient support

programme• How does that all differ by country ?

Patient Navigator Offering26

Patient navigator key questions

In order to assess Reach and Impact, we ask each Patient two key questions:

“to what extent do these channels influence your

decision making?”

“which channels have you encountered in the past 3 months?”


40 different patient channels are reviewedon-and offline / owned – paid - earned

pharma call print ad GPDM radio ad specialistfax TV ad pharmacistnewsletter billboard nurse/coachpharma sms pharmacy ad family/friendssample patientbrochure caregiverpat adherence pat assoc

print contentTV content

eNewsletter search engine ad search enginewebsite banner ad online pharmacysmartph app social media ad website healthfacebook eNewsletter healthtwitter online patientsyoutube wikipediaeLearning disease website pat assoc

Earned

Offl

ine

Onl

ine

Owned Paid40 ChannelsCovered

Patient Navigator Manual28

A key output element is the “Channel performance map”

• Channel Performance Maps display Reach and Impact for each channel

• The GP channel is highlighted for comparison

GP

Impact

Reac

h


Multi-Channel Equivalence MapsImpact is rescaled to allow direct comparison with the GP or with Website Patient Association (Multichannel equivalents; MCQ)

GP MC equivalence map – TA and geography not disclosed

The Digital divide – opportunity of digital patient initatives for pharma

The digital communication

patients GET from pharma today

The digital communication

patients EXPECT from pharma today

(n = 500 chronic disease patients)

NOT ALL PATIENTS HAVE SIMILAR NEEDS

EXECUTIVE SUMMARY

KEYSTATISTICS

CURRENTADOPTION

KEYCHALLENGES

FUTUREOF DIGITAL

A validated patient segmentation model is used in the navigator

32

• The model is developed by Prof. Bloem and Stalpers and is validated for multiple chronic diseases

• Patients are segmented based on their level of acceptance and control over their disease

• It uses a 6 question barrier assessment leading to 4 patient segments with different needs and expectations regarding the management of their disease

EXECUTIVE SUMMARY

KEYSTATISTICS

CURRENTADOPTION

KEYCHALLENGES

FUTUREOF DIGITAL

4 patient segments, each with different needs and expectations

control

“Engaged”Confirmation seekers

~25%

“Emotionals”

Structure seekers

~20%

“Unintentionals”

Motivation seekers

“Disconnected”Perspective seekers

~50% ~5%

Acc

epta

nce


We apply the segmentation model to look for differences in channel behavior between segments

All values shown are illustrative only

illustrative

A subanalysis is also performed on 2 other dimensions:

- ‘time since diagnosis’-‘age category’

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Patient centricity assessment (competitor benchmark)

• Patients are asked to report the medication they are taking for the management of their disease

• For the respective manufacturer of this medication, patients are asked to score the level of support they get as well as the level of digital activities provided

• A patient centricity score is provided for each key manufacturer

PATIENTNAVIGATORPATIENT VALUE

DEVELOPINGTHE BUSINESS

CASE

How would you justify the need for a patient support programme to senior management?

A. Calculate the ROI (i.e upside in sales vs investment)

B. Demonstrate patient value it would create (improvement of knowledge levels, recommendation to other patients, satisfaction levels…)

C. Demonstrate possible improvement in adherence levels (disease outcome)

D. Compare improvement in adherence and patient value vs investment to stay budget neutral


IS IT WORTHWHILE MAKING THE INVESTMENT ?

38

HOW MUCH CAN I REALISTICALLY INVEST TO MAKE IT ECONOMICALLY SUSTAINABLE?

DOES IT CREATE PATIENT VALUE AND AFFECT PATIENT OUTCOME?

EXECUTIVE SUMMARY

KEYSTATISTICS

CURRENTADOPTION

KEYCHALLENGES

FUTUREOF DIGITAL

39

Break-even

point

EXECUTIVE SUMMARY

KEYSTATISTICS

CURRENTADOPTION

KEYCHALLENGES

FUTUREOF DIGITAL

Not all patients will benefit from a patient support programme

control

“Engaged”Confirmation seekers

~25%

“Emotionals”

Structure seekers

~20%

“Unintentionals”

Motivation seekers

“Disconnected”Perspective seekers

~50% ~5%

Acc

epta

nce

Research indicates that half of the disconnected patients are true ‘lost causes’

Most engaged patients are already compliant, so you might overinvest

Might benefit most from ‘personal’ channels

Might only be interested in medication routine tools

41

The patient navigator will assess adherence levels and probe about the interest in a patient support program for a specific chronic disease and geography

Country and TA not disclosed

29% of patients is interested in a patient programme, but in only 9% of cases disease outcome could be affected

9%


By zooming in on the compliance levels of individual patient segments it becomes clear where the investment focus of the programme should be Very high level of

non-compliance

!Key Focus for compliance programmeInvestment

wise

nurse

diseasedisease

disease


Digital ecosystem




channels?





Patient Navigator





1 2 3


VIRTUALPATIENTFOCUS GROUPS

Step 3

3. Virtual patient focus groups

46

Proven methodology …applied over 10x in 2014-15

Some key findings from our HCP Navigator research will

be validated & enriched with the target group

Outputs can be collected for Us in 3-4 weeks’ time

The patient navigator offers a quantitative impression of WHICH channels are impactful for patients

Virtual patient focus groups will offer a qualitative impression of HOW these channels can be used along the PATIENT JOURNEY and which content, services, tools ADD VALUE to patients... We will also assess what the COMPETITION is doing

Concept & approach

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Client areaCustomer area

Whiteboard area

• Interactive chat session with 8-10 patients

• Whiteboard for visual cues• Moderated by Across Health• Proven methodology

• no travel• Client listens in real-time and is

also connected with moderator• Participants can type

simultaneously, increasing the amount of feedback

• Open & honest feedback as there is no peer pressure (anonymous participation)

• All feedback is verbatim, no bias

Concept

Benefits

Overall structure of virtual focus groups

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2. “A day in the life of ...”

3. Customer journey/ MOTs

4. Online competitor landscape

1. Challenges: (where) can pharma help?

5. Key service & information needs

Validate channel assumptions

Explore key content areas

Validate channel assumptions

Explore key content areas

Check channel use by competitors

ObjectiveTopic

Multichannel patient journey (example)

Info about symptoms

Educational video

Fullfilment/Adherence

Evaluation/ Diagnosis

Awareness/ Presentation

Go see a doctor Receive correct diagnose

Get correct treatment

Stay on treatment

STAGES

ACTIONS

TOUCHPOINTS/MOTs

(moments of thruth)

NEEDS

OPPORTUNITIESfor PHARMA

EXPERIENCE*

Disease information

Caregiver information

Support networks

Info on treatment options

Patient testimonials

Goal setting exercises

Patient support network

Disease awareness website Symptom checker tool Search engine marketing

Disease Severity calculator

Treatment decision tree Specialist finder tool Talk to doctor checklist

Medication reminder

Remote nurse support

Touchpoint

SatisfactionImportance




Treatment/Brand choice

MOT

*Patient Satisfaction with industry support in this phase vs importance of phase for patient

Hot SpotOver invested

Review Health site

Search in Google

Check online disease images

Call a GP

GP consultation

Search in Google

Consult patient forum

Youtube disease video

Switch

Review health site

GP prescription

Patient testimonials

Pharma website

Patient support group

Specialist prescription

GP referral

Pharmacist advice

Nurse coach

Mobile monitoring app

Patient support programme

Online paitent experiencesDropout

Questions & feedback

1. You can submit questions via the “Question” button

2. Please give us your feedback!1. Rate the seminar2. Answer the short survey (in the “Attachments” section)3. Please find the PDF version of this webinar attached within attachment section

3.The webinar will be recorded and made available immediately after this session on the BrightTalk platform

51 Across Health

52

Cel for Pharma Multichannel Patient Engagement course

© Across Health Webinar

Date : October 18-19, Brussels (B) www.celforpharma.com

http://www.celforpharma.com/

fonny schenck

en het boek natuurlijk - patient hoofdstuk ;-)

fonny schenck

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Channel affinity insights along the patient journey

Healthcare

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