Direct to Consumer: Right to Win - Pharmaceutical Executive


Direct to Consumer: Right to Win
Maximize direct-to-consumer marketing strategies by better targeting your patients

Pharmaceutical Executive

Right To Win Worksheet: A do-it-yourself guide to help boost your DTP program
Overlaying these two dimensions creates a RTW framework that enables you to objectively assess which patients represent a greater opportunity (see "Right to Win Worksheet,"). This is the sweet spot where the value to both parties is highest. Your RTW patients will fall in this upper-right hand quadrant of this framework. The goal is to design programs or optimize existing ones to primarily target this group. Because of their high affinity and value, they are the ones in which you should invest more of your time and attention.

Frame Up the Strategy

Of the two dimensions, the value of a patient to your brand is often the more straightforward to determine. In practice, there are a number of ways to do this:

Longitudinal data Derive value and opportunity from longitudinal patient studies and assign values to specific segments of patients. For example, a new-to-therapy patient may be assigned a value based on average script usage for all new-to-therapy patients over time.

Condition-based factors Build the value component from the ground up through an understanding of condition-based factors such as current therapy usage and severity and frequency of suffering. For example, current users who suffer more frequently may be more valuable than those who suffer less frequently. This kind of information can be captured using survey questions at a consumer interaction point like Web site registration.

Modeling A more sophisticated approach may include developing statistical models from an anonymous patient sample using individual responses to screening questions as well as consumer engagement histories as independent variables that can later be applied to score a consumer base.

Using these approaches, you can determine patient value over time and begin to segment patients from least to most valuable. Certain components may then emerge that also drive or define patient value, such as length of time on therapy or since diagnosis.

Defining the affinity dimension—your brand's value to the patient—may be more challenging and is likely to be specific to your brand and patient universe. Factors to consider might include:

Demographics If the brand is indicated only for certain patients—for example, males ages 18 to 34—those patients become the baseline definition of affinity or fit.

Tolerability Patients reporting a higher incidence of side effects may be less compliant and receptive long-term.

Indication profile Is the therapy first line? Is it only for moderate or severe cases? Which of your patients fall into these categories?

Previous therapies Identifying previous therapies tried and rejected can provide insight into affinity for your brand, particularly if they're in the same class.

Attitudes towards the disease state How important is finding a solution? What is the perceived efficacy of available solutions?

In many cases, however, these factors aren't enough to define your RTW opportunity. Affinity can often be more attitudinal than behavioral in nature. That's when consumer research is invaluable.

Revisiting your past research—such as product positioning or market sizing—can provide clues as to the attitudinal factors at work. For example, it may be that overall attitudes about compliance are the best indicator of affinity. Patients who don't believe they need to take a medication every day for their symptoms may be less compatible for a daily medication than they are for an alternative weekly therapy regimen that already exists. Or, a patient who is inherently concerned about taking prescription medications may be less compatible for a prescription medication if an over-the-counter medication is also available.

Ultimately, you will identify particular components of brand value that become shorthand for right to win. Including these as screener questions at program registration will allow you to segment patients within your brand's particular RTW framework.


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