Monthly Archives: September 2010

The role of Corporate Communications within the drug industry

My guess is that corporate communications people feel like they are in shark infested waters with a lot of hungry sharks but is there a role for corporate communications people today within pharma ?  The answer to that would be “yes”.

So let’s start with what we know; we know consumers and customers have access to unlimited amounts of information via the Internet and that information can circulate on the Internet via social media like spilled water on a table.  The mistake that most people make is that they believe they can control the information when in reality we know that’s almost impossible to do.  Therefore, somehow corporate communications people have to be able to enter into the conversation because the conversation is taking place anyway.

Of course the key barrier to entering into the conversation is two fold.  First, everything that goes out on the Web or the wire has to be approved by the legal and regulatory team. Second, pharma has to be careful about what it says because there are a lot of lawyers who are ready to pounce at the first missteps and make themselves a lot of money.

Although the FDA reviews all medications to ensure that they are safe and effective there are some medications whose long term use, in terms of side effects, is unknown.  Drug companies continue to do clinical studies but statistical analysis and medical reviews do not always provide a concrete answer.  Pessimists would say that the drug industry will hide or try to minimize bad data and the past has shown that some do indeed do that but for the most part there are millions of people who take prescription drugs safely and without issue.  We rarely hear about them because someone who is living a better life because of prescription drugs is not news.

Corporate communications people also have the responsibility, I believe, to inform key influencers within the company as to the environment around the company and its products.  This means not only monitoring the buzz in social media around current products it means monitoring the buzz around the whole industry and letting executives know what consumers and customers are saying and feeling about the drug industry.

Just as the role of marketers is beginning to change in an era of empowered consumers the role of corporate communications people also has to change in an era of social media. Standard press releases don’t apply anymore except if you’re targeting investors.  It’s can be hard to get company spokespeople to open up and get legal to approve it but small steps have to be taken to continue to make communications relevant in the information age.

Help physicians with patients to provide better patient outcomes

For consumers healthcare costs are rising.  The are paying more for health insurance through their employers, getting less and they are paying higher co-pays for HCP office visits and some medications.   According to several sources this is discouraging a lot of patients from visiting their physician and could lead to higher costs strategically.

The Sanofi-Adventis site for healthcare professionals is an excellent site but what a healthcare portal with tool for patients that can be accessed by physicians ?

What do we know today ?  Well according to both the About.com Health Study and the Rodale DTC Study patients are not automatically filling Rx’s from their physician when they leave the office.  They are first going online to learn about their health conditions and treatment options and if they don’t like what they see, when it comes to medication side effects, they are choosing not to fill their prescriptions.  Rather than ignore this trend I believe that drug companies can provide physicians with tools to improve patient outcomes.

When patients receive a diagnosis from a physician, depending on the health condition, they want to know some basic information:

1. What does this mean for me (i.e. am I going to have to make any changes to my lifestyle ?)

2. How many people have this condition and what have they learned about living with this condition ?

3. What are the treatment options ?

4. What are my medication choices and why did you prescribe this medication ?

5. Is there a generic medication that costs less ?

6. How long do I need to take this medications and what are the side effects ?

The problem right now is that patients have to rely to Google to search for this information and frankly it can take a lot of time.   By providing physicians with answer for patients that can be customized say to email to a patient physicians can help patients sort through the maze of online health information.  However it’s going to take a level of transparency that big pharma may not be comfortable with.  An example might be to provide information of different types of medication along with a quick explanation of how each one works.  No, I’m not talking about a comparison of brands, the FDA doesn’t take kindly to that unless you have head to head clinical trials, I’m talking about the positives and negatives of each type of medication.  Patients are more than likely going to find this information anyway so why not help them get it and thus enhance your brand/company equity ?

You may be disappointed if you fail at first but you are doomed is you don’t try.

Failure is just an opportunity to learn and begin again more intelligently.
   Pharma has to join with physicians and work with them to provide better individual patient outcomes.  We can no longer think in the mode of mass messaging and getting new Rx’s.  It’s time to shift our strategies to enhance the patient-physician relationship without trying to sell patients.

Men and women 45 and older are increasingly the core patient base for all physicians

Researchers analyzed data from the U.S. Census and the National Ambulatory Medical Care Survey to assemble the brief, which was released Aug. 6.  Researchers found that

  • Those 45 and older made up 33% of the U.S. population in 1998 but 38% in 2008.
  • About 49% of doctor’s office visits were focused on providing care for this group in 1998, compared with 57% in 2008. The group was prescribed 60% of medications given to patients during visits in 1998, compared with 70% in 2008.

It’s unclear what impact the recession has had on these trends, but the authors said the numbers are being driven in large part by the aging of baby boomers. The Census Bureau defines baby boomers as those born between 1945 and 1964; currently 46 to 65 years old.

Researchers suspect that the obesity epidemic means that some conditions are becoming more common for these patients. In addition, technological improvements make it more possible to care for many issues in an outpatient setting that previously were cared for on an inpatient basis or not at all. For instance, visits for treatment of lipid disorders increased 150% and those for cardiac dysrhythmias went up 139%.

“The baby boomers are aging and bringing with them more chronic conditions and a greater need for physician services,”

Care for people 65 and older also moved more to the specialty setting. In 1978, 37% of office visits by this age group were to specialists, with 62% of services provided by primary care physicians. The numbers shifted in 2008, with 55% of office visits in the specialty setting and 45% in primary care. These trends were similar in patients 45 to 64. In this latter group, 61% of visits were to primary care physicians in 1978, compared with 53% in 2008.

Source: AMA News

Drugmakers hold too much influence over doctors ? Consider the source of this study

“Physicians should know that most patients now are concerned about the drug companies influencing them,” said John Santa, MD, MPH, director of the Consumer Reports National Research Center, which conducted the poll in May. “When they’re on the phone with a patient, when they have a patient in their office — the patient may not say it — but they are concerned … and they’re disturbed by it.”

Consumer Reports has not exactly been friendly to the pharma industry in the past but what this study is not telling us is that despite “concerns” physicians are still the number one choice when it comes to trust over treatment recommendations for patients.   Obviously the people at Consumer Reports feel that physicians are likely to put their financial interests above patients when it comes to recommending treatments because they may have received some money from a drug company for doing a talk.  Frankly I believe that is an insult to the medical profession.

The key question that has to be answered are do physicians have the right to be compensated for their time when they consult with drug companies or give talks to other physicians on behalf of drug companies ?  The answer to that is YES.   Consumer Reports has done a disservice with this study because it only tell part of the story and tries to grab headlines with a study that is flawed.  I believe that patients are smarter than this and that although influence is a concern they know that doctors are going to Rx based on what they believe is in their best interest not their wallets.

About.com 2010 Health Study

About.com surveyed 1,321 consumers to get a better understanding of how people use the web to manage their health and what kind of information they are seeking.   Here are some key findings from the study:

Key Insights & Trends (2010 vs. 2009)

We are seeing a significant rise in people using online to take charge of their health and better educate themselves about conditions and treatment options; allowing them to make informed decisions and have knowledgeable discussions with their doctors.

They rely on online information to…..• • • •

  • Feel better informed when talking with their doctor, making it a two way dialogue rather then a one way conversation (68%)
  • Research medications and therapies (62%)
  • Get lifestyle suggestions to improve overall health and wellness (53%)
  • Verify what doctors tell them (49%)

The trend of no longer just relying on doctors and filling prescriptions right away is accelerating. Right after diagnosis with a new condition, respondents took the following actions:

  • Used search engines to find more information about conditions (65% in 10 vs. 47% in 09)
  • Used search engines to learn about different treatment options (47% in 10 vs. 16% in 09)
  • Went to health websites to find more information about conditions (43% in 10 vs. 20% in 09)

People are using health ads as information resources significantly more than last year, to help educate themselves. Online ads…

  • Makes them aware of different treatment options (47% in 10 vs. 42% in 09)
  • Inform them about symptoms and conditions (46% in 10 vs. 42% in 09)
  • Makes it easier for them to speak knowledgably with their doctors (26% in 10 vs. 17% in 09)

People are also viewing health ads as helpful in coping with diseases and learning about medication side effects and safety. They are looking for pharmaceutical advertisers to provide them with information on:

  • Possible side effects and drug safety (58% in 10 vs. 28% in 09)
  • Ways to cope with a condition or disease (47% vs. 20%)
  • Drug effectiveness (55%)

People find printable health tips (40%), free trial offers (38% in 10 vs. 18% in 09), and brief user stories (29%), as helpful in health ads

There are some differences for ad receptivity by age

  • Younger adults 25-54 find user stories about people who experience the same symptoms more helpful compared to adults 55+ (32% vs. 27%)
  • Adults 55+ are more receptive to ads that have information about coping with diseases (58% vs. 51%) and medication side effects/safety (69% vs. 62%), compared to younger adults

Ads that incorporate humor (45%) and visually appealing ads with a lot of color & pictures (44%), would grab the most attention

  • Younger adults 25-54 are more receptive to ads with social elements and Interactive ads, while older adults 55+ are more receptive to video ads

Online health ads activate consumers. As a result of seeing a healthcare ad online…

  • 44% researched medication in more detail as a result of seeing a healthcare ad online (vs. 36% in 09)
  • 35% talked to their doctor after seeing an online healthcare ad

60% took action as a result of seeing a healthcare ad on About.com. The following actions were taken as a result of a health ad on About.com:

  • Researched the medication in more detail (70%)
  • Talked to my doctor (56%)
  • Spoke to friends/family about the medication (33%)
  • Visited pharmaceutical website (24%)

While Web MD is still considered the number one health portal 41% feel About.com is ‘Extremely Trustworthy’ for health information, more then most leading health sites:

  • WebMD (48%),
  • Everyday Health (8%),
  • MSN Health (8%),
  • Yahoo! Health (6%),
  • AOL Health (6%)

DTC marketers should ensure that health information is consistent among sites and this means that they need to think of every touch point on the Internet.   Consumers are going to go to multiple health sites to get information so consistency of information is vital to communicate brand messages.

Healthcare facts n’ figures

An overwhelming majority of respondents(physicians, 91%) reported believing that physicians order more diagnostic tests and procedures than are needed in order to protect themselves from malpractice suits.     SourcePhysicians’ Views on Defensive Medicine A National Survey.

Americans spend twice as much as residents of other developed countries on healthcare, but get lower quality, less efficiency and have the least equitable system.   Source: Reuters

Consumers want more help from their doctors in finding relevant health information on the web, but their doctors are often failing to deliver, according to new research by consumer engagement specialist Kyp and Opinion Research Corporation.  According to the study;

  • 76% of respondents search the internet for health information
  • only 22% use the web as their first port of call after they suspect a health problem – seemingly because of the confusing number of online sources.
  • Even in the 18-34 demographic, more than half (55%) report that “there is just too much choice” and that they “simply don’t know where to turn for the best advice.

Source: Medical Marketing & Media

The presence of one’s near and dear ones on an online social network doesn’t stop people from being wary of the network itself, according to the findings of a Vision Critical survey.  Respondents to the polling (fielded online in March) were asked how trustworthy they think online social networks are.

  • Few of the U.S. respondents said they regard such networks as “completely trustworthy” (5 percent) or “very trustworthy” (11 percent).
  • Thirty-five percent rated them “fairly trustworthy.”
  • Nearly half said they’re “not very” (32 percent) or “not at all” (17 percent) trustworthy.  Source: Adweek May 25th, 2010

About 57% of men have visited the doctor within the past year, compared with about 74% of women, according to surveys by the federal Agency for Healthcare Research and Quality (AHRQ). Black and Hispanic men are even less likely than white men to have routine checkups. At the same time, men are hospitalized at significantly higher rates than women for preventable conditions such as congestive heart failure and complications of diabetes and pneumonia that can be prevented with a vaccination. Source: Wall Street Journal

One-third to one-half of all patients do not take medication as prescribed, and up to one-quarter never fill prescriptions at all, experts say. Such lapses fuel more than $100 billion dollars in health costs annually because those patients often get sicker. Source: New York Times

Studies show that nearly 9 out of 10 adults may lack the skills needed to manage their health and prevent disease

Source: 2003 National Assessment of Adult Literacy Study.

The number of physicians who were “rep-accessible,” defined as meeting with at least 70% of salespeople who come calling, dropped by 18% from last year, according to sales and marketing consultants ZS Associates.  In a report out today, the firm says 58% of prescribing doctors now fall into that rep-friendly category, down from 71% in the previous survey. The proportion of physicians who see fewer than 30% of reps who visit now sits at 9%, up from 6% in the last survey. Source: Wall Street Journal

If Americans reduced their salt intake to the recommended maximum amount, hypertension cases could be cut by 11 million with a savings of $18 billion in healthcare costs and 312,000 years of life gained.   Source: LA Times.

Figures from the National Center for Health Statistics showed 34% of American adults age 20 and older were obese in 2007-08 while 68% were considered overweight or obese. In children ages 2 through 19, 17% were considered obese while 32% were considered overweight. Broadly, the figures are similar to rates seen in 1999-2000.

A University of Chicago study estimates that Americans with diabetes will increase from 24 million people to about 44 million people by 2034, with direct health care costs increasing from $116 billion a year to $336 billion a year. This is a tremendous cost to our economy and a painful reality for millions of Americans.  Source: Forbes.

A survey, released in November 2009, found 86% of U.S. physicians use the Internet to gather health, medical or prescription drug information.  That number echoes other surveys showing large numbers of physicians relying on the Internet for health information. A study earlier in 2009 by Manhattan Research put the number at 89%.  Of physicians who use the Internet for health information, 92% said they accessed it from their office, while 21% said they did so with a patient in the examination room. Meanwhile, 88% said they looked for health information online from home, while 59% reported doing so from a mobile device. Physicians who responded to the survey could give more than one answer about their Internet use. Source: American Medical News.

Nearly half of women seeking health answers online do so first, before talking to their doctors or family members, according to a Harris Interactive poll, conducted on behalf of iVillage, an online community for women.  The online survey of 2,608 adults, 1,342 of whom were women, found that anonymity and the ability to share common experiences with other members of an online community are what drives 49% of the women respondents to look online first. About half that, 25%, said they would go to a doctor first. Source: American Medical News