This presentation deck was used in the October 2019 PM360 webinar sponsored by QxMD. Description: Generating top-of-mind awareness is a key challenge in diagnosing both rare and non-rare diseases that otherwise could be missed. Creating that awareness is one of the biggest challenges for pharmaceutical marketers. Join this webcast to explore the modern disease state awareness campaign and how innovative platforms can help you bring your information closer to the point of care, all from the perspective of a practicing clinician.

1. Optimizing the
Modern Disease
State Awareness
Campaign
Engaging the HCP community
PM360 Webcast | 2 October, 2019

2. #DiseaseAwareness
Daniel Schwartz, MD, FRCPC
QxMD Founder
and Practicing Internist & Nephrologist
Speaker

3. #DiseaseAwareness
Learning Objectives
1. Review why disease state awareness is important,
both for rare disease and more common disease
states
2. Identify surmountable challenges in disease
awareness
3. Learn 5 new tools to improve the success of your
next disease state awareness campaign
4. Incorporate innovative digital platforms in your
campaign strategy

4. #DiseaseAwareness
Rare &
Common
Disease
often missed

5. #DiseaseAwareness
The challenge is
capturing physician
mindshare and
attention
“If you don’t think of the diagnosis,
You’ll never make the diagnosis”

6. #DiseaseAwareness
Rare disease is
not rare

7. #DiseaseAwareness
Rare Disease is Reasonably Common
Source: 1. Society to Improve Diagnosis in Medicine (2017) / 2. National Academy of Medicine (2015)
>30M
Americans have rare disease
1:2000
Definition of rare disease
8%
Of people have a rare disease

8. #DiseaseAwareness
When you hear
hoofbeats, think horses
not zebras

9. #DiseaseAwareness
Except when it’s a zebra

10. #DiseaseAwareness
Challenge with Rare – Patients Suffer from Conditions:
Most people haven’t heard of
Most doctors haven’t seen
Traditional therapies don’t treat

11. #DiseaseAwareness
Challenge & Opportunity
4.8 years
Time to rare disease diagnosis
<50%
Diagnosis Rates for Common Conditions. 1
20%
With Serious Illness
Misdiagnosed.
Source: Weaver J et al. Diagnosis and Treatment of Osteoporosis Before and After Fracture: A Side-by-Side Analysis of Commercially Insured and
Medicare Advantage Osteoporosis Patients.
J Manag Care Spec Pharm. 2017 Jul;23(7):735-744. doi: 10.18553/jmcp.2017.23.7.735.

12. #DiseaseAwareness
Challenge with Common
Other priority today
Doctors may treat the urgent not
the important
While treatment is available, it
may be cumbersome

13. #DiseaseAwareness
Partnerships are Powerful
Collaborating with Patient
Centered Organizations

14. #DiseaseAwareness
Partners Eager to Engage

15. #DiseaseAwareness
Physicians Never Want to Fail
Leverage sincere desire not to miss a diagnosis

16. #DiseaseAwareness
Where do we
engage?
And give clinicians what
they want… and need?
86%
HCPs use a
smartphone. 1
92%
HCPs view medical journals as
most important source for
continuing medical education. 2
Source: 1. Veeva 2016 Future of Medical Conferences / 2. Ashfield Meetings & Events 2016 Survey

17. #DiseaseAwareness
“Digital engagement
drives physicians
awareness and
stimulates action”
– Steve Royle @Swipe Health

18. #DiseaseAwareness
Engage HCPs
where they are,
on platforms
they trust

19. #DiseaseAwareness
Successful Engagement Platforms
PC RECRUITING PLATFORM
HCP OPINION PLATFORM
HCP KNLOWLEDGE PLATFORM
SEARCH PLATFORMJOBS PLATFORM
PATIENT RELATIONSHIP PLATFORM
SHOPPING PLATFORM

20. #DiseaseAwareness
Go beyond
profiles &
find HCPs by
interests

21. #DiseaseAwareness
‘Native
Advertising’
drives superior
engagement with
educational
content
52%
Native advertising viewing
boosts over display advertising.
Source: IPG Media Lab / Sharethrough

22. #DiseaseAwareness
Build interactive
digital tools to help
HCPs learn how to
make diagnoses
Choose popular
point-of-care platforms
with millions of built-in
users – driving real value.

23. #DiseaseAwareness
Decision support & research
dissemination designed to help UK
HCPs diagnose aHUS
Engaged >6100 target specialist MDs
Generated thousands of uses of
decision support tool & full-text
research views
Contributed to a 22% increase in
referrals to National Referral Centre

24. #DiseaseAwareness
Drive
engagement
with topic
reviews &
primary research
to put disease
state front of
mind
Inject credible content from the
peer-reviewed literature :
• Topic reviews to emphasize
disease state
• Case reports that highlight
how easy to miss
• Papers that show simplicity of
diagnosis
• Research that quantifies
impact of missed diagnosis

25. #DiseaseAwareness
Use digital CME
to raise awareness
&
close clinical
knowledge gaps
Explore emerging all-in-one HCP platforms
for content hosting & user acquisition.
AUDIO & MORE PLATFORMMOBILE & MICRO-FORMAT
Plus many others!

26. #DiseaseAwareness
Leverage New
Technologies
eg. Facial
Recognition, AI

27. #DiseaseAwareness
Where to start?
1. Find disease awareness
platforms & partners
2. Collaborate with your
agencies & partners
to create tailored playbooks
Disease State
Awareness Branded
Pre launch Growth Maturity

28. #DiseaseAwareness
QxMD.com/engage
Q&A