Effective Patient Support Globally

[object Object],Matthew P. Hall , CEO Human Care Systems, Inc. Direct: 617.649.2118 Mobile: 617.501.1818 [email_address] www.humancaresystems.com Matt is the CEO of Human Care Systems (HCS), which he founded in 2008. HCS provides better tools to clinicians and patients to manage complex diseases, particularly focused on behaviors and decisions. HCS was spun-out from the Kerdan Group, a biopharma and medtech consulting firm. Matt co-founded Kerdan in 2001. Prior to Kerdan, Matt ran several healthcare-related businesses, worked in venture capital and was a consultant at Bain & Company. Matt has lived and worked in the US, Europe, Japan, South Africa, and South Korea. Matt has a BA with honors from Williams College.

[object Object],Individual self-care Friends and family Self-help network Professionals as facilitators Professionals as partners Professionals as authorities INFORMATION AGE HEALTHCARE Professional care Self-care (off the map) Tertiary Secondary Primary INDUSTRIAL AGE HEALTHCARE $ ¢ Discouraged Encouraged

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[object Object],Competitive. Biopharma must show added value to payers/employers, as well as increasingly self-paying patients (through high deductibles). At the same time, prescribers have enormous choice in most classes and must see meaningful differentiation to prescribe. Finally, FDA is increasingly requiring risk management programs where enhanced support must be provided to patients, prescribers and pharmacists. Competitive Markets Price-Reference Markets Health Economic Markets Emerging/ Cash Markets Markets (private) (Medicare Part D) ( (PMPRB) (DoD/Medicaid) (NICE) (Provincial) and Scandinavia

[object Object],Health Economic and Price Reference. In both health economic and price reference markets, it’s all about what can be proven as valuable and, in the case of price reference, what is new. In addition, EMEA, MHLW and other regulatory bodies are increasingly requiring risk management programs where enhanced support must be provided to patients, prescribers and pharmacists. Competitive Markets Price-Reference Markets Health Economic Markets Emerging/ Cash Markets Markets (private) (Medicare Part D) ( (PMPRB) (DoD/Medicaid) (NICE) (Provincial) and Scandinavia

[object Object],Emerging/Cash Markets . Across most emerging markets, there is need to engage and show truly greater value to the holy trinity of largely self-pay patients, powerful neighborhood pharmacists and physicians. This is critical for both brands and branded generics. At the same time, regulatory bodies and physician groups are clamping down on ‘added value’ practices of the past (eg, CFM 1939 in Brasil). High mobile phone penetration presents opportunities to use integrated voice, text and web to engage patients in their care, and to better loop in the pharmacist. Competitive Markets Price-Reference Markets Health Economic Markets Emerging/ Cash Markets Markets (private) (Medicare Part D) ( (PMPRB) (DoD/Medicaid) (NICE) (Provincial) and Scandinavia

[object Object],Global Patient Needs Local Tailoring Evaluating what you have & Building what you need

[object Object],If the world were a village of 100 people... 61 are from Asia 15 live in the Western hemisphere 20 are white 2 have college educations 17 are illiterate 47 in cities and 53 in rural areas 17 are undernourished 33 have internet access 67 have a cell phone 33 are Christian 21 are Muslim 16 are non-religious 2 will give birth within the year 1 will die within the year

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[object Object],Clinician communicates information about disease, therapy and self-care Patient goes home Patient acts on clinician recommendations Source: Health Literacy & The Prescription Drug Experience: The Front Line Perspective From Patients, Physicians and Pharmacists, Roper ASW, May 2002 Mayo Clinic proceedings British Medical Journal Clinician and patient often start visits on a weak basis ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

How well does your doctor communicate? Source: Worldwide Independent Network of Market Research, Patient-Doctor Global Communication Assessment, Fall, 2010. N = 22,581 Q: Thinking of your most recent visit, please rate the doctor’s communication with you.

Would you recommend your doctor? Source: Worldwide Independent Network of Market Research, Patient-Doctor Global Communication Assessment, Fall, 2010. N = 22,581 Q: Please rate the doctor you most recently met with on a scale of 0-10, where 0 means you would never recommend and 10 means you would definitely recommend this doctor Promoters: Rating 9-10 Fence Sitters: Rating 7-8 Detractors: Rating 0-6 No Answer

How is your health? Source: Worldwide Independent Network of Market Research, Patient-Doctor Global Communication Assessment, Fall, 2010. N = 22,581 Q: How would you rate your health?

Do you want your doctor to give you choices? Source: Worldwide Independent Network of Market Research, Patient-Doctor Global Communication Assessment, Fall, 2010. N = 22,581 Q: I prefer that my doctor give me choices Q: I prefer that my doctor just tell me what to do rather than give me choices Want choices Want to be told what to do No answer

[object Object],People are Rational about Value Real World Outcomes Costs (financial, hassle, safety)

[object Object],[object Object],€ ¥ Prescribers Regulators Payers Patient Associations & Disease Advocacy Groups Pharmacies & Other Channel Partners Patients & Family

[object Object],Levers to impact Value Equation: Change patient self-management Change diagnostic or therapy Change clinical practice Change reimbursement Real World Outcomes Costs (financial, hassle, safety)

[object Object],[object Object],[object Object],[object Object],[object Object],Take Action Engage Gain Insight Learn

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[object Object],Relationship with healthcare providers Effective Self-management Thoughts & Feelings Knowledge & Understanding Social and family environment Behaviors

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[object Object],Language & Cultural References Reimbursement Channels Legal & Regulatory Partners

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[object Object],Public Insurance Private Insurance Self Pay Increasingly high co-pays on new treatments. Not all patients have coverage. Need to work directly with the doctor to introduce the support program because insurers are so fragmented that they have no relationship with the patient. Resolving patients ability to pay issues should be a top concern. Focus on value cards, and patient assistance programs. Usually good coverage with lower co-pays, but high limitation on treatment options. Look for opportunities to work with public payers - potentially tying results to different pricing schemes. Access to all new treatments. But Patients must pay themselves. Patients require more education on the benefits of their medication - particularly in asymptomatic chronic conditions. Resolving patients ability to pay issues should be a top concern. Focus on value cards, and patient assistance programs. Impact on Patient Impact on Support Program Map out healthcare journey for each country including how and when the drug gets paid for to help make the right decisions.

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[object Object],Clinician tools and support ,[object Object],[object Object],[object Object],Patients Family & Caregivers

[object Object],1 2 3 Guiding Questions Why it Matters ,[object Object],Which people & organizations does the patient interact with on his or her journey? Determine what communication channels can be used to reach patients at their inflection points. ,[object Object],How and why do the the specific diagnostic & monitoring tests, and classes & brands of treatment change through the journey? Identify opportunities to drive optimal use of your therapy. ,[object Object],What are the physical, cognitive, emotional, behavioral, and social experiences the patient goes through? Understand the medical and self-management needs that impact the course of the patient journey.

[object Object],[object Object],[object Object],[object Object],[object Object],✔ ✔ ✔ Small or large windows of opportunity where science helps us decide... Moments when patient risk factors and protective factors coalesce to be exponentially powerful predictors of outcome e.g., 2 nd trimester for fetal brain development, adolescence in general Life events that are physical, cognitive, emotional, behavioral, or social e.g., initial diagnosis of a condition, relapse, change in disease status

[object Object],A patient journey has critical inflection points... key moments in patient experience where variables intersect to predict outcomes. Patient decisions and actions at this time have a significant impact on long term outcomes. Long-time diabetic has been warned, “If you can’t control this, we’ll have to put you on the needle.” Now is the time. 10 year-old hemophilia patient wants more independence with his condition. His mom is nervous, but now is the time. Dialysis patient finds out that a compatible kidney has been found. A new self-care routine is starting. Today my doctor told me I have Crohn’s. I feel like my whole life stopped. I’m in a daze. What do I do?

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[object Object],Cost Increased Initiation Improved Share of Class Better Adherence + +

[object Object],Country D Country A Country B Country C ROI Penetration Stop Invest Country G Country H Country I Country E Country F Change Costs Learn From & Enhance = €1M Investment per year (fully loaded)

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[object Object],Take Action Engage Gain Insight Learn

[object Object],Engagement Closer to the real patient experience by understanding the dimensions and inflection points of the patient journey Action from Information Not just words and data, but understanding that drives actions that change outcomes Connection Integrated multi-channel: web, mobile, phone, printed, social

Effective Patient Support Globally

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