The "Spillover Effect" chart (top right) highlights three examples of recent patient program pilots conducted in very different therapeutic classes. Eighty-six percent (9,642 / 11,124) of the NRx generated from these patient-experience programs were contributed by "Spillover Patient NRx," and not from the actual participants of the program as shown in the "Patient NRx" column.

Yet, not all patient feedback from the survey supports this marketing strategy. Sometimes, patients do not respond positively to a particular treatment. Marketers should not ignore this kind of negative data—they should respond to it. Doctors expect to see variability among treatment outcomes. Besides, more often than not, a medication will produce a positive outcome—whether that means an actual improvement or just the stabilization of a patient's condition. So at a minimum, this tactic can provide physicians with feedback on some patients who have had positive experiences.

Customized patient-experience programs can dramatically increase the value of traditional detailing. While doctors may not pay close attention to clinical trials data presented during a rep visit, they will listen when confronted with data about their own patient population. Doctors value marketers who do their homework for them. Not only do they get information about their patients' progress, but they also learn about the efficacy of the drugs they prescribe. This personalized approach increases their efficiency and produces better patient outcomes.

Michael Kodack

Vivian Pagoulatos