SUMMARY: The media headlines promise weight loss for diabetes patients, but Norvo’s new drug is in the same class as other drugs and carries many warnings. Can diabetes patients really stay adherent to a drug for 63 weeks in which 85% of patients report GI side effects and will insurance cover the cost?
QUICK READ: Prescribers are reviewing some of their favorite prescribed drugs and are open to learning about new drugs in terms of efficacy and patient outcomes but you had better be ready to talk about patients beyond the science.
KEY TAKEAWAY: Enroll in the Genentech patient assistance (co-pay) for Ocrevus and you’re going to receive, via Fed-X, a booklet welcoming you to therapy. While I’m sure there is a marketing manager at Genentech that’s proud of this effort this CRM program could have been done online to provide better resources.
POST SUMMARY: Web analytics can provide a wealth of information allowing brand teams to determine if they are on target with the global launch of new prescription drugs. By developing a digital global launch excellence template organizations can benchmark if their message is cutting through the clutter to reach consumers who are likely to ask about your product.
As I was setting up my new office I came across a framed copy of an article that appeared in Business Week about the website that developed for the launch of Cialis. While I am extremely proud of this accomplishment I also realize that I wouldn’t have been able to provide a great online brand experience without the right tools including managers who allowed me to lead the way into a ver competitive market. Perhaps the biggest frustration of ePharma people is not having the support team in place to allow them to do what they do best.