Approximately two out of three patients are not adherent to their medications.
This unfortunate reality has three consequences:
- Drugs don't work in patients who don't take them.
- Pharmaceuticals don't make money when patients are non-adherent.
- Physicians are not good clinicians when their patients don't get well.
Our Adherence Driver uses patients to motivate other patients to stay adherent. And, we do this without remunerating, scripting or training. It's genuine and without the liability issues associated with paid or trained spokespersons.
The disease was not only well publicized, but broadly accepted by patients as having serious health consequences, including premature death, if left untreated. however, the majority of sufferers of this chronic and deadly condition avoided effective, well studied, FDA-approved treatments. Then, when they were finally placed on treatment, the majority of patients exhibited poor adherent behavior with therapy. Additionally, a new, heavily promoted competitor was entering the marketplace with a "new, better, more advanced" treatment that threatened to further dampen brand revenues.
Patient-perspective research uncovered key knowledge gaps among sufferers about their condition, as well as several subconscious and unspoken misperceptions about treatment efficacy and safety. A team of patient advocates, who were educated on the common questions, misunderstandings, and issues faced by sufferers, communicated face-to-face with sufferers across the country. Advocates provided sufferers with key disease and treatment materials, as well as hotline call numbers and opt-in information for follow-up support.
Brand adherence among supported users was double that of average users. This contributed to sales growth versus the anticipated double-digit decline due to the new competition. Further, this strategic approach was extended to include additional therapeutic areas.back to the top.