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Ähnlich wie Focus MS: Accessing the Use of a Patient Centric Model when Treating Multiple Sclerosis
Ähnlich wie Focus MS: Accessing the Use of a Patient Centric Model when Treating Multiple Sclerosis (20)
Focus MS: Accessing the Use of a Patient Centric Model when Treating Multiple Sclerosis
- 1. Assessing the Use of a Patient Centric Model When Treating Multiple Sclerosis Advanced Pharmaceutical Marketing Research April 24th, 2012 Focus MS Team Presenters Christian O‟Brien „13 Courtney Shannon „12 Diana Sulecki „12 Emma Venditti „12
- 2. No such thing as “Everlasting Love” with Multiple Sclerosis Listen to Audio
- 3. Discussion of Findings Agenda Methodology Key Observations Participant Profiles Neurology Analysis 1. Current Standard 2. Comparison of Therapy Options Message 3. Recommendations for Achieving Patient Centric Model
- 4. Methodology • This assignment called for female patients within the age range of 41-55 years old, and their caregivers • Recruitment methods utilized: Social Media (LinkedIn & Facebook MS Groups) & Original webpage • Specific Brands Analyzed: Gilenya, Avonex, Copaxone • All messages and promotional themes, will be identified and analyzed Original Recruitment Website
- 5. Key Observations: Current literature is not directed towards patient‟s emotional rollercoaster with MS • Gilenya is close, but Avonex, Copaxone and Tysabri missed by a mark as big as the Grand Canyon • What can we do differently to make the initial discussion and later discussions more meaningful? • How should doctors who specialize or treat MS more be trained? • Should there be an investment in an MS institute? Constraints? • Based on words that patients used are the current terms correct -- initial, relapse, remitting? • How can we adapt their language so that real people with real disease can relate to it? • Similar diseases that may benefit from updated patient centric model
- 6. Focus MS Participant Profiles • 41-55 years old, NY, • 51 years old, FL, • 41-55 years old, PA, Maria SPMS Jeri RRMS Faye RRMS
- 7. Focus MS Participant Profiles • 20-30 years old, PA, • 41-55 years old, NY, • 56 and older, PA, Kelli Caregiver Jill RRMS Debbie RRMS
- 8. Current Standard of Literature • Comparative claims are good to defend market share against direct competitors What • Gilenya offers many resources through their Go Program, such as transportation, exercises, wheelchairs and more works • Gilenya images and copy provided hope without being misleading • Fragmented support program, so resources and support are tailored for the different phases of therapy and disease progression • No elaboration of typical disease progression, especially because MS is so personalized What • Current support materials do not address the roadblocks to starting therapy • The safety claims that were made were not impactful doesn’t • Images and copy were highly disconnected from patients’ day-to-day management
- 9. Case Study: Avonex “Start Early & Stay Active Longer”
- 13. Case Study: Copaxone “Making Smart Choices for the Future ”
- 22. Recommendations for Improvement • One person- or concierge, if you will-that each patient deals with so they are familiar with that patients case instead of a different person each time they call the hotline • Continuous education • Work with DO to find a BEST-FIT therapy and exercise/lifestyle change combo to help patient live their life to fullest potential with this new diagnosis – DOs are generally more in synch with RX and alternative therapies combined • Current terms are OK, but glossary is helpful to help patient dialogue with doctor • Work with disability foundations for other disease to help patient keep their autonomous so they do not feel like they have lost their identity and independence
- 23. Patients Are Yearning for Support
Hinweis der Redaktion
- -If a new product was the market for MS with a similar price of entry; tablet, QD or BID; similar efficacy/safety profile as Gilenya-Perhaps a joint effort with an institution such as Hopkins, Harvard, Penn? Or SJU, PCOM (PCOM, I think would be a significantly better match, because DOs are generally more in synch with RX and alternative therapies combined) why or why not?
- -If a new product was the market for MS with a similar price of entry; tablet, QD or BID; similar efficacy/safety profile as Gilenya-Perhaps a joint effort with an institution such as Hopkins, Harvard, Penn? Or SJU, PCOM (PCOM, I think would be a significantly better match, because DOs are generally more in synch with RX and alternative therapies combined) why or why not?
- -not a 4 week free sample, roadblocks to starting therapy are ACCEPTANCE and an udnerstanding between patient/doctor of the road ahead and proper diagnosis -NOT why people stop therapy….even the worst side effects are more tolerable than MS itself. They stop because it doesn’t work or they have an antibody that forces them to do so-Our focus group patients specifically said they couldn’t do this alone (grocery shopping, etc)..on a good day.
- -not a 4 week free sample, roadblocks to starting therapy are ACCEPTANCE and an udnerstanding between patient/doctor of the road ahead and proper diagnosis -NOT why people stop therapy….even the worst side effects are more tolerable than MS itself. They stop because it doesn’t work or they have an antibody that forces them to do so-Our focus group patients specifically said they couldn’t do this alone (grocery shopping, etc)..on a good day.
- -Okay, but these are the “information seeking” proactive patients. This copy won’t move them based on what we saw….and even if it does, the neurologist doesn’t always listen-arent driven by “insticts”…they are driven by DATA and other MS patients/community/doctors- MS is so debilitating fitting into a patients lifestyle isnt an issue…their lifestyle as they knew is destroyed and they go and stay on treatment to preserve what they have left as long as they can.