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Think Tank New Patient Starts
Getting Patients Started on the Right Foot
It cannot be overstated how stressful it is when a patient is first diagnosed with a disease. In that moment, physicians may be relaying information patients may not understand or are just too overwhelmed to process. Figuring out what lifestyle adjustments they must make, including changes to their diet or getting more exercise. Starting a new medication and dealing with the ramifications of that, such as getting help affording it, dealing with potential side effects, or just remembering to take it. But pharma companies can help patients prepare for what’s ahead through tools, tech, and other services that offer the information and support patients need to adjust to this change. To learn what is the best approach pharma marketers can take to help new patients, PM360 asked 10 experts:
• What are the most important components of patient starter kits? What information, services, or areas do companies often fail to cover in these kits that need to be included? How can you better ensure the materials in the kits will resonate with patients and help provide them with the kind of understanding they will need to take and stay on their new therapy?
• In general, what are the best strategies for helping to onboard new patients to new medications? Beyond starter kits, what other services, programs, tools, technology, or information should life sciences companies offer to patients at this time? What types of programs and services are typically the most effective?
• How do you determine what types of materials or programs will work specifically for the patients with the disease you are trying to help?
• How have advancements made in digital health, telemedicine, and other general digital engagement changed the approach to helping new patients get started on your brand?
• Do you have any suggestions for how life sciences companies can improve their typical approach to introducing patients to their new medications? What innovative ideas or programs should companies consider in order to better meet the needs of today’s patients?
The opinions expressed by the authors in the Think Tank section are their own and do not necessarily reflect those of their affiliated companies or organizations.
46 pm360 magazine / September 2020
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