Shaping a Patient Centric Launch Strategy
Launching pharma brands today is high stakes, often with a great deal of uncertainty on the success of their initial roll-out.
Expectations are high for a seamless experience to ensure uptake by early adopters.
Hearing what’s happening in the exam room changes how launching brands shape their strategies.
Using real world audio examples of target appointments, ZoomRx gets a firsthand look at patient experiences to bring clarity to clinical decision making.
This blog post will investigate how teams can maximize their launch impact by integrating findings from the patient's experience at the point of care.
HCP-Patient Conversation Research
ZoomRx’s HCP-Pt Conversation Research is an innovative way to complete a team’s understanding of real-world post-launch scenarios by gathering audio recordings of key clinical appointments.
It is important to understand how target patients' appointments take place to inform how product messages will be incorporated, and with what lexicon can be expected to be used by patients and their providers.
We’ve worked with top launching brands across various therapeutic areas and have seen what great minds can do. Some strategies that stand out:
- Inform marketing content using real world audio examples to inspire creative teams and define the language used by target segments.
- Integrate real-world audio examples into internal training content so delivery teams can hear how doctors contextualize their messages and what motivates them.
- Use HCP-Pt conversations for real-time listening: keep track of how the tone of conversations changes post-launch as doctors become more familiar and comfortable talking about new products.
Launching brands use this research to hear how target doctors present newly available options and adjust marketing strategies accordingly by reacting to direct examples. With ZoomRx’s in-house panel, we are able to align samples with target lists, for on-target insights from blinded, unbiased research.
Having real quotes, you can hear, and share helps align outreach teams on strategies and goals, and better prepare doctors to respond to pushback by hearing real instances.
Using HCP-Patient Dialogues to Optimize Your Brand Post-Launch
Doctors are excited to share new information about recent product developments, especially when it can help their patients.
As we can see in the first example below, doctors often compare new products against their experience with existing products for some relatable context for their patient.
New products with a clear differentiator, such as a convenience benefit, lend themselves well to having a straightforward reason to switch when presented to the patient.
And that is?
There's a new one that came out called Zeposia and it's a brand new one. The FDA just approved in the last couple of months and it's for this type of multiple sclerosis. The good news is, it's taken by mouth. Okay so it's a pill, and it's from what I've seen it's as effective as the infusion you were getting. Okay so, obviously that makes it much easier.
Is it available now?
It is just become available and we have to run it through your insurance but you know given that you have taken 3 to other MS medications it shouldn't be a problem.
Clinical data is often relied on for newer options, and strong familiarity with it can help reassure patients about safety concerns. This next example highlights how beneficial it can be to have a well-informed doctor presenting a clinical trial.
Doctors get excited by novel mechanisms of actions and enjoy talking about them. Patients are more motivated by the corresponding efficacy, safety, or convenience benefit; a new mechanism by itself is usually not a compelling reason for patients to want to switch treatments so it’s important for brands to make sure it clearly translates to a benefit.
No, I've never heard about it.
So it's called Sotyktu because-- It's relatively new. There's not really commercials that I've seen before. You might have seen commercial for other tablets for Psoriasis like Otezla, okay? This one works a little bit differently from Otezla. It’s something that targets the TYK2 pathway, hence the name Sotyktu, okay?
Providing positive patient experiences requires deep understanding of patient concerns in order to identify the best approaches to address them.
ZoomRx works with the top pharma brand teams to bridge gaps in understanding and help bring exciting products to market.
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