PhRMA Patient Assistance Program Physician Awareness Study

1
PhRMA Patient Assistance ProgramPhysician
Awareness Study
AMP Meeting May 19, 2004
Charles Hunt Marketing Media
Strategies cch35_at_cornell.edu
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Proof of Performance

• ROI Analysis of Pharmaceutical Promotion
• RAPP
• Analysis of ROI for Pharmaceutical Promotion
• ARPP
• AMP/ABM Study
• Doctors of the World
• Case Studies 1-3

3
Agenda

• Vision
• Background
• Action Plan
• Questions
• Measurement
• Results

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Vision

• Establish a Need
• Create Advertisement
• Implement Media Schedules
• Measure the Success
• Simplicity of Design

Awareness campaign for PhRMAs Patient Assistance
Programs
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Background

• The Coalition and PhRMA determined the need to
  enhance PhRMAs image among physicians
• Focus on Patient Assistance Programs
• Awareness of PhRMAs annual Directory of
  Prescription Drug Patient Assistance Programs

6
Background

• Prescription Drug Patient Assistance Programs
  10 Years
• Free medication for more than 6,200,000 patients
  annually
• Resulted in nearly 18 million prescriptions
• 3.4 billion dollars
• Opportunity for a collaborative effort by the
  healthcare industry

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Action Items

• Dorland Global Health creates Single-page
  advertisement specifically designed to create
  awareness of the directory as well as a call to
  action

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(No Transcript)
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Action Items

• Select targeted physician specialties
• ONC
• PUD
• Psych
• NEURO

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Action Items

• Analyze Top 10 Products for Each Specialty
• Spend levels
• Reach Frequency Levels

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Deliver Goals

• Pharmacia Media
• RF
• Create Schedules
• Contact Publishers
• Continuity
• Rotation
• Reinforced by Conectics

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Deliver Goals

• Medical Publishers
• Agree to feature the PhRMA Directory
  Advertisement
• Volunteer 1,000,000 of advertising for the 10
  month promotional campaign

• Caution modest promotional levels to the studied
  specialties

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Awareness Study

• Create Questionnaire
• Choose Methodology
• Select partners

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Awareness Study

• WebSurvey MD donates access to their panels of
  physicians
• Execute questionnaire
• Perform tabulations
• Pre and Post campaign
• PERQ/HCI tracks Journal Insertions and Revenue in
  JAR
• Provides spend levels
• Provides RF reports

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Questions

• What percentage of your patients have no
  prescription coverage?
• 0
• Less than 20
• 21 - 40
• 41 - 60
• 61 - 80
• More than 80
• Not Sure

16
Questions

• Are you aware of the Directory of Prescription
  Drug Patient Assistance Programs from the
  Pharmaceutical Trade Association (PhRMA)?
•   Yes
•    No
• No answer

17
Questions

• On a scale of 1 to 6 where 1 is difficult to
  administer and 6 is easy to administer how would
  you rate the ease of administering Prescription
  Drug Patient Assistance Programs from
  pharmaceutical companies?
•  
•        1 2 3 4 5 6

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Questions

• Overall, on a scale of 1 to 6 where 1 is not at
  all helpful, and 6 is extremely helpful how would
  you rate the pharmaceutical industry in meeting
  the needs of your patients?
•         1 2 3 4 5 6

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Questions

• Overall, on a scale of 1 to 6 where 1 is not at
  all helpful, and 6 is extremely helpful how would
  you rate the pharmaceutical industrys research
  efforts to increase your patients quality of
  life?
•        1 2 3 4 5 6

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Questions

• Overall, on a scale of 1 to 6 where 1 is not at
  all helpful, and 6 is extremely helpful how would
  you rate the pharmaceutical industrys research
  efforts to increase your patients life
  expectancy?
•         1 2 3 4 5 6

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Questions

• Overall, on a scale of 1 to 6 where 1 is not at
  all helpful, and 6 is extremely helpful how would
  you rate the pharmaceutical industrys efforts to
  explain why prescription drug prices in the
  United States are priced as they are?
•         1 2 3 4 5 6
•  

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Results Are In

• Baseline Study
• 10 month advertising campaign
• Follow-up Study
• Evaluate results

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Medical Journal Study

• Total of 203 insertions
• 1,083,466 in advertising space
• Oncology - 73,280
• Pulmonary Dis - 91,925
• Neurology - 99,639
• Psych - 105,398
• Primary Care - 432,577

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Reach Levels (Monthly)

• Neurology 43
• Oncology 48
• Psychiatry 54
• Pul Dis 75

FOCUS Med/Surg 12/03 Average Issue Advertising
Exposures
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What percentage of your patients have no
prescription coverage?
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Rate the ease of administering Prescription Drug
Patient Assistance Programs

• Baseline 3.01
• Post-Campaign 3.02

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Rate the pharmaceutical industry in meeting the
needs of your patients

• Baseline 3.87
• Post-Campaign 3.76

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Rate the pharmaceutical industrys research
efforts to increase your patients quality of
life

• Baseline 4.68
• Post-Campaign 4.62

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Rate the pharmaceutical industrys research
efforts to increase your patients life
expectancy

• Baseline 4.53
• Post-Campaign 4.52

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Rate the pharmaceutical industrys efforts to
explain why prescription drug prices in the
United States are priced as they are

• Baseline 2.46
• Post-Campaign 2.37

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Are you aware of the availability of the 2002
Edition of the Directory of Prescription Drug
Patient Assistance Programs, from (PhRMA)
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Are you aware of the availability of the
Directory of Prescription Drug Patient Assistance
Programs, from (PhRMA)
The Awareness increased by 89!
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Of Note

• Neurologists were exposed least (43/mo)
• Awareness increased 69
• Pulmonary Disease were exposed most (75/mo)
• Awareness increased by 117

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Call to Action 4,850
March
April
May
Jun
July
Aug
Sept
Oct
Nov
Dec
Jan
Feb
March 2003 through February 2004
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Summary

• Joint Cooperation
• PhRMA
• Coalition
• WebSurvey
• Pharmacia Media
• Conectics
• PERQ/HCI
• AMP Members
• Alliance Healthcare Information

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In Conclusion

• Additional Proof of the
• Effectiveness of Journal Advertising in raising
  the level of awareness among physicians

White Paper and Presentation available through AMP
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Thank You!
Journal Ins Cost Journal
Ins Cost AM FAMILY
PHYSICIAN 5 51550 AM JRL OF
PSYCHIATRY 1 4660 ANNALS OF
NEUROLOGY 6 9750 ARCH OF GEN
PSYCHIATRY 3 11889 ARCH OF NEUROLOGY
3 7374 CANCER INVESTIGATION
4 7720 CHEST 4
8240 CLIN PSYCHIATRY NEWS 8 28880
CLIN PULMONARY MEDICINE 4 5760 CNS
NEWS 3 16650 CNS
SPECTRUMS 3 12990 CONSULTANT
8 96640 CORTLANDT FORUM
1 8125 DIVERSION
5 53525 EMERGENCY MED 5
45750 FAM PRACTICE NEWS 8 84880
FEMALE PATIENT 4 36140
GERIATRIC TIMES 3 26610 HEM/ONC
TODAY 6 23460 INTERNAL MED
NEWS 6 46470 JRL OF AM MED
ASSOCIATI 3 34830 JRL OF CLIN ONCOLOGY
7 21700 JRL OF CLIN PSYCHIATRY 2
6696 JRL OF FAMILY PRACTICE 5 33250
JRL OF RESPIRATORY DISE 10 58450 MAYO
CLINIC PROCEEDINGS 9 54540 MED ECONOMICS
1 10385 NEUROLOGIST, THE
3 5340 NEUROLOGY REVIEWS 4
12604 NEW ENG JRL MED-NEUROLO 14 53620
NEW ENG JRL MED-PUD 14 53620
ONCOLOGIST 5 9050 ONCOLOGY
1 4785 ONCOLOGY NEWS
INT'L 1 4495 POSTGRADUATE MEDICINE
3 26364 PSYCHIATRIC ANNALS 6
19470 PSYCHIATRIC NEWS 1 2140
PSYCHIATRIC TIMES 3 11070
PULMONARY REVIEWS 6 14868 SEM IN
NEUROLOGY 3 2550