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Harnessing Patient Power: Strategies For Speeding Drug Approval, Building And Retaining Market Share
Business Insights, Jan 2004, Pages: 110
Chapter 1 An Introduction to Patient Power 10
Introduction 10
What is patient power? 10
Developments in patient power 11
Drivers of patient power 13
Patient power in operation 15
How the activities of patient groups empower their members 15
Pressure on physicians 17
Case study: Online CML support groups and Novartis’ Gleevec 17
Case study: Gilead Sciences’ Preveon 19
Country-by-country analysis of patient power 20
The role of the healthcare system 21
Cost-control 22
Primary care physicians as gatekeepers to secondary care 23
Patient organizations in different markets 24
Chapter 2 Relationships Between Pharma
Companies and Patient Groups 28
Introduction 28
The role of patient groups 28
Early examples of patient groups 29
AIDS patient groups 29
Case study: The Terrence Higgins Trust (UK) 29
Cancer patient groups 32
Case study: Prostate Cancer Awareness Week (US) 32
The changing role of patient groups 33
Leveraging influence 33
New objectives 34
Case study: Coalition of National Cancer Cooperative Groups (US) 34
Patient profiling 35
Marketing support 36
Stronger education materials 36
Case study: American Medical Women's Association 36
Case study: aging patients 37
The role of grassroots activism 39
Case study: American Diabetes Association 40
Case study: The DoD Breast Cancer Research Project 41
Differing goals? 42
Companies seek to develop grassroots activism 43
Case study: The Breast Cancer Coalition (UK) 44
'Campaigning' groups and the Internet 45
The impact of pharma-patient group relationships on compliance 46
Bad drugs or poorly designed doses? 49
Funding of patient groups 51
Chapter 3 Building Effective Relationships
with Patient Groups 54
Introduction 54
A new model 54
Case study: Pharmacia and G.R.O.U.P. 55
The rise of the informed consumer 56
Usage patterns 56
Meeting the information need 57
Consumer protection 58
Future outlook 59
The role of patient groups 59
Forming a partnership of equals 60
Pharma company benefits 60
Patient group benefits 61
Broader benefits 61
Communicating through patient groups 63
Influencing policy makers 63
Developing the relationship 64
Plan early 64
Research potential partners 64
Define mutual and shared objectives 65
Connecting with patient groups via a third-party 67
Choosing the right PR agency 67
Patient groups and DTC 67
Terminology 68
DTCA 68
DTCI 68
DTP 69
Scope for DTC 70
Regulatory concerns 70
A change of focus 70
Case studies: DTCI & DTP 71
The role of the Internet 72
DTC and branding 75
Working together 76
Lessons learned from the US 76
Physicians and DTC 77
Targeting to improve returns on the DTC investment 77
By specialty and region 77
By belief 78
By giving advance notice 78
By getting doctors involved 78
Other possibilities 79
Chapter 4 A Strategic Approach to Forming
Pharma-Patient Group
Relationships 82
Introduction 82
A step-by-step guide 82
Research potential partners 82
Understand their perspective 83
Be transparent about objectives 83
Respect 84
Get a commitment from senior management 84
Think long-term 85
Case study: the Health Coalition Initiative (UK) 85
Three guiding principles 86
Potential problems 87
Misunderstanding partners’ agendas 87
Starting the relationship too late 87
Relationships should be direct 87
Project evaluation 88
The PARTNERSHIP rules 88
Preparation 88
Agenda 88
Resources 89
Time 89
Neutral 89
External 89
Relationship 89
Shared learning 89
Human interest 90
Industry 90
Partnership 90
Chapter 5 The Future Outlook 92
Introduction 92
Potential areas of conflict 93
Potential areas of co-operation 93
Access 93
Product development 94
Disease profile 94
Informed patients 94
Steps to success 95
Think long-term 95
Respect the group’s independence 95
Understand and respect culture 95
Define the language 96
Future pharma company-patient group relationships 97
What determines the success of patient groups? 98
Disease characteristics 99
Degree of group organization 100
Future objectives 100
Disease expertise and patient information 101
Public credibility 102
Increased drug sales 104
Faster and more effective clinical trials 104
Disease awareness campaigns 105
Working with large disease associations 107
Working at the community level – an important alternative 107
Future channels between patients and pharma companies 108
Globalisation versus local focus 109
DTC marketing versus neutral disease campaigns 109
List of Figures
Figure 1.1: Summary of future drivers of patient power 14
Figure 1.2: Building patient power through patient groups 16
Figure 1.3: The drivers of patient power in seven major markets 21
Figure 1.4: Summary of types of patient groups in the seven major markets 25
Figure 2.5: Screenshot: Coalition of National Cancer Cooperative Groups – TrialCheck 35
Figure 2.6: Screenshot: American Diabetes Association 40
Figure 3.7: Centralized system for reporting, maintaining and sharing information about patient
group relationships across functions 55
Figure 3.8: Screenshot: GSK’s The Time is Right smoking cessation website 69
Figure 3.9: Screenshot: Novartis’ Stepwise campaign 72
Figure 3.10: Screenshot: Netdoctor Erectile Dysfunction Community 73
Figure 3.11: Screenshot: MS-gateway.com 74
Figure 4.12: Summary of drivers of successful pharma industry-patient group partnerships 86
Figure 5.13: Areas of potential breakdown in patient group-pharma company relationships 92
Figure 5.14: Information flow with and without patient groups 98
Figure 5.15: Effect of disease emotionalism and coverage of patient population on patient groups99
Figure 5.16: Summary of patient groups’ future impact on pharma companies 102
Figure 5.17: New opportunities for collaboration with patient groups 106
List of Tables
Table 3.1: Summary of current European medicines advertising regulation 68
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