This document discusses patient support programs offered by pharmaceutical companies in 2014. It notes that the patient journey has become more complex, with patients needing to navigate multiple stakeholders and sources of information. It also notes that while pharmaceutical companies traditionally followed a linear promotional model, the patient journey is less linear. The document then analyzes over 200 pharmaceutical websites and identifies 65 patient support programs. It finds that support commonly includes nurse hotlines, educational events, and assistance navigating insurance. However, data tracking remains basic. It concludes that digital health is advancing beyond information seeking to care management, and pharmaceutical companies will need to partner more and help patients navigate the complex system.

1. Navigating the Patient Journey:
Patient Support Programs in 2014
Meredith Ressi, VP, Multichannel Marketing Solutions
mressi@dresourcesgroup.com
@meredithressi

2. What Does Today’s Patient Journey Look Like?
Today’s patient journey has many forks in the road…
• Managing health costs; navigating coverage restrictions
• Working with multiple stakeholders; managing care across specialists
• Ongoing health management, aka, “outcomes”
• Navigating multiple sources of content and information
2

3. The Path To Treatment Was Once a Funnel…

4. …But is Now a Maze that Patients are Left to Navigate
4

5. The Promotional Lifecycle: the Classical Online Model
Brands often chart a three-stage marketing plan for their product’s on-patent life,
though for patients, the journey is seldom so linear a process
Pre-launch
Awareness/
education
• Unbranded
website
• Disease education
advertising, PSAs
• PR and events
Launch
Acquisition/
conversion
• Product website
• Branded
advertising and
promotion,
sponsored content
and adjacencies
Post-launch
Adherence/
retention
• Branded online
support programs
• Info kits by mail
• Sponsored patient
communities

6. Online Health Moving from Info-Only to Interactive Health Services
65% online consumers: “The
internet is essential for finding
health and medical
information.”
45% online consumers*: “The
internet is essential to managing
my disease or condition.”
44% online consumers: “The
internet is essential to making
health and medical decisions.”
Online
health hits an
inflection point
Among online consumers
*Among online consumers who manage a chronic condition
Source: Manhattan Research, Cybercitizen Health® U.S. 2013

7. Physicians Express Patient Support Programs from Pharma
Source: Manhattan Research, ePharma Physician® 2013, Enbrel.com

8. Formulary Decision Makers within Payer Community Express
Interest in Pharma Support Partnerships
Pharma services of interest among P&T committee members:
Hospital
MCO
PBM
0%
Interested in any form of ongoing support
from pharma
Developing provider education materials
Developing economic models
Developing patient education materials
Developing patient adherence
programs/resources
Facilitating communication between P&T
and pharma
Source: Manhattan Research, Taking the Pulse® Formulary Decision Makers 2012
50%
100%

9. Analysis of Pharma Patient Support Programs
Q3 2013 review of 200+ pharma websites yielded 65 patient support
programs for analysis across 19 therapeutic categories and 33 companies
Number of Branded
Support Identified
Hepatitis C
4
100%
Atrial Fibrillation
3
100%
Precocious Puberty
2
100%
Multiple Sclerosis
7
78%
Chronic Pain
2
67%
Cushing's Disease
1
67%
Rheumatoid Arthritis
6
55%
IBD
3
50%
Leukemia
3
50%
Alzheimer's
2
50%
Fibromyalgia
1
50%
Type 2 Diabetes
6
45%
Low Testosterone
1
33%
Anaphylaxis
1
33%
Opioid Dependence
1
33%
IBS
1
33%
Prostate Cancer
2
29%
Breast Cancer
1
14%
ADHD
1
13%
Depression
9
Share Within Brand Category
(# programs/brands tracked)
1
13%

10. Nurse or Navigator Hotlines Provide Treatment Questions;
Assistance Navigating Insurance
41% of branded support
programs reviewed offered nurse
or navigator hotlines

11. Live Local Events Offer Education; Social Support
13% of branded support
programs reviewed educational
classes/live events

12. HepCRedefined.com from BI Captures the Complexity
of the Patient Journey

13. Data Tracking on Product Sites Still Low-Tech; Primarily
Paper-Based
8% of branded support programs
offer some form of data tracking

14. Outcomes-Driven Reimbursement Will Drive Next Generation of
Pharma-Sponsored Patient Support
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15. 15

16. Key Takeaways
• Digital health has advanced from info seeking to care
management – pharma services are beginning to adapt
• Look to companies who are investing in these programs for
examples of the next generation of patient engagement
• Consider partnerships to expand distribution –
pharmacy/specialty pharmacy, ACOs; next generation of
engagement platforms – patient portals; EHR; etc.
• No longer dumping customers into “the funnel” – how can
you help patients navigate the maze?
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17. Navigating the Patient Journey:
Patient Support Programs in 2014
Meredith Ressi, VP, Multichannel Marketing Solutions
mressi@dresourcesgroup.com