In this case, patients were given the opportunity to enroll in a patient feedback program when joining the brand's CRM programs.
These provided ongoing support, patient education, and refill reminders, as well as the opportunity for patients to participate
in surveys about their medication treatment experience.
Patient surveys close the loop of communications between the patient and physician. Upon completing each survey, a patient's
survey response is mailed back to their prescribing physician (in the form of a graphical clinical report), providing the
physician with a richer understanding of his or her individual patient's overall treatment experience. In the particular campaign
we launched, targeted education and individualized feedback improved patient understanding. It also provided physicians with
information that their treatment decision resulted in a positive treatment outcome for their patients.
Based on a 2006 survey of physicians participating in InfoMedics patient feedback programs, as well as anecdotal evidence
over the past decade, we have found that physicians typically file these reports in their patients' charts (more than 90 percent
of the time in some cases) for future discussion with them during the next office visit. In this particular program, a similar
version of the report was configured for patients and mailed at the end of the program, along with additional savings coupons
for medication refills. The consumer version of the report served as a discussion guide and supported communications with
their physician during their next office visit.
Deliver the Right Results
In today's pharmaceutical marketing environment, it's more important than ever to think "out of the box" and consider options
that provide opportunities to achieve growth targets for our brands. The example of this brand's launch and continued success
provides a positive illustration of how the power of one brand can initiate a connection with new patients and their physicians
by offering free trial coupons in a patient starter kit. By integrating this with comprehensive CRM activity and a patient
feedback program, it's possible to deliver improved results at both the patient and physician levels. Furthermore, it's possible
to deliver ROI that every brand team wants to share with their senior management team.
For the client, this means even better news: The cross-channel communication platform is now poised to deliver the brand's
message as it evolves throughout its life cycle. As the product matures, new competitors emerge, or physician strategies change,
the integrated delivery platform can be effectively deployed to reach patients and physicians, reinforce brand messages, monitor
satisfaction, and stimulate the ongoing flow of communications. Survey questions can be modified to solicit patient experiences
and challenges throughout the product life cycle. Additionally, the brand is building a credible database of aggregate, blinded
patient experience data, which not only provides them with an ongoing source for real-world insights but can also be published
in appropriate journals for general professional awareness.
So what are you waiting for? Rev your marketing performance with a little help from the double whammy of CRM and patient feedback
Your clients will thank you for it.
Jay Borowiecki is an account director for InfoMedics, Inc. He can be reached at firstname.lastname@example.org