scope 2015: online communities & mobile communication impact on recruitment & retention
TRANSCRIPT
Online Communities & Mobile Communication
Impact on Recruitment & Retention
DAC Patient Recruiting Services & Remedy Health Media
Melynda GeurtsVice President, Operations, DAC
Dennis UpahExecutive Vice President, Remedy Health Media
Evolution of Clinical Trial Recruitment
Traditional Approach
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Evolution of Clinical Trial Recruitment
Referral/Center Watch
Traditional Media
.Org
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Example: Seeking Female Patients Only
Clinical Trial Databases
Evolution of Clinical Trial Recruitment
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Pharma Condition Websites 23andMe
CostDemographics Grow
Out-Of Date Medications Grow
Out-Of-Date
Database Strategies vs. Real Time Recruitment
Evolution of Clinical Trial Recruitment
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Evolution of Clinical Trial Recruitment
Modern Methods
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Patient Support Communities
Evolution of Clinical Trial Recruitment
Leverage 3rd Party, Pre-Existing Condition-Specific Communities
Leveraging Partnerships
Population Health ProjectsEMR Projects
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Modern Patient Recruitment Methods
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Real Patients Use Long Tail Search
Non-Target Patient
Target PatientLong Tail Search: “Shingles Migraine Connection”
Encyclopedic Search: “Shingles”
Symptom Lists
Seeking General Knowledge
Treatment Overview
Condition Management Tips
Patient Support Networks
Expert Treatment Guidance
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Modern Patient Recruitment Methods
Custom Engagement Center
Beth
Smith
Breast Cancer
Newly Diagnosed
PPO
Myself
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Modern Patient Recruitment Methods
Custom Engagement Center
• Based on the user’s cancer, specific
content appears in the content well
• Example-Breast Cancer
• Qualified users have the option to call
CTCA or chat with an oncology information
specialist
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Modern Patient Recruitment Methods
Custom Engagement Center
John
Smith
Lung
Newly Diagnosed
Medicare/Medicaid
Myself
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Modern Patient Recruitment Methods
Custom Engagement Center
• Based on the user’s cancer, specific content appears in the content well
• Example: Lung
• Unqualified users have the option to call CTCA with a different number than qualified users
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Modern Patient Recruitment Methods
Custom Engagement Center
Cancer Statistic Outcomes data for the following:
Breast
Colon
Prostate
Lung
Pancreatic
Other
Highlights other cancers CTCA treats aside
from the ones with outcome data
User can click back to CTCA to learn more
information about Esophageal, Kidney,
Stomach, Rectal, Ovarian, and other
cancers
Dozens of personal patient pathways
depending on self-reported patient
information at the point of decision
encourage action!
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Modern Patient Recruitment Methods
Custom Engagement Center
15Source: February 2013, online visitor survey
Custom Engagement Centers Reach Real Patients & Inspire Action
Brand Objective
Educate and engage users about medical device therapy for
medication-resistant Parkinson’s. Drive qualified leads for brand.
Office Program Strategy
Brand and Remedy collaborated and agreed to use all branded
content and remove ad units from the center in order to drive the
most action to the form.
Results
• 9 in 10 visitors to the custom center have been diagnosed with
the condition
• Visitors to the custom center are 2.5x more likely to schedule
an appointment with a movement disorder specialist
• 4 in 5 visitors are likely to speak to their doctor about condition
therapy within the next three months
• 91% believe it is important to continue receiving information
about condition therapy
Modern Patient Recruitment Methods Case Study: Online Patient Recruitment
In the Doctor’s Office At the Pharmacy
Modern Patient Recruitment Methods
Reaching Patients at Point of Care
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Impact of the Waiting Room
Patients Prepare for Their Doctor Visit While in Their
Doctor’s Waiting Room
17Sources: mHealthWatch and Kantar Media Healthcare Research
Brand Objective
Allergy relief Brand looking to reach allergy sufferers to prompt
a better, more productive conversation with their physician.
Primary objective is to increase scripts.
Office Program Strategy
Reach allergy patients at point of prescribing through
Remedy Health Guide publications placed into nearly
14,000 high-prescribing Allergist and PCP offices (7
months within a year)
Results
Offices distributing Remedy Health Guides prescribed 6.0%
more NRx for the Brand than ones without the magazines
Influence prescribers to write 1.33 incremental scripts
Program shifted market share for the brand; physicians wrote
less scripts for the competitive brands
Increased Brand penetration
The program was a success—yielding an extremely strong ROI:
better than 3:1
18Source: December 2014, IMS Health
Doctor’s Office Program Shifts Market Share
Modern Patient Recruitment Methods Case Study: Reaching Patients at Point of Care
Benefits of Partnership
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Benefits of Partnership
Advantages of leveraging 3rd party pre-existing condition-specific
communities versus creating and managing online communities on
your own (immediately depreciating asset)
The Online Trial Center
Media fragmentation has made recruitment more difficult than
ever
Cultivating a disease-specific community is a great alternative
Geo-targeting solves a key problem
Build or Buy?
Trust must be built over time
Managing your own community triggers reporting and
other regulatory concerns
Quality varies widely amongst 3rd party communities
Every campaign must be objectives-based
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Benefits of Partnership
Best of both worlds
Your screener in a highly-targeted environment
When to use it
Ideal length
Backend considerations
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Benefits of Partnership
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Benefits of Partnership
Characteristics of a Good Partner
Allow you to reach patients at the appropriate point in their online
journey
Audience knowledge focus
Millions of monthly unique visitors in specific disease communities
Goes beyond the encyclopedic and focuses on the “living with it”
Willingness to share (traffic, data, etc.)
Offers multiple ways to activate your target audiences
Crafts a win-win deal structure
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Modern Patient Retention Methods
Recruitment’s Better Half
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Subject dropout rates range from 15-50% of enrolled clinical trials participants
Impact of Non-Adherence on Healthcare System
$100 - $300 billion per year problem
Avoidable hospitalizations, nursing home admission, premature deaths, failed trial
Approx. 125,000 deaths per year
$8 billion per year lost in pharmacy revenue from non-filled Rxs.
Reasons for dropping out of a trial
Difficulty complying with the protocol specifications (number of visits, dosage schedules, etc.)
Outside influences regarding protocol or alternative treatments.
Change in personal situation.
Lack of motivation
Forgetfulness (#1 factor)
Mobile Retention Technology can help at least half of these!
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Modern Patient Retention Methods Recruitment’s Better Half
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CustomizableIdeally available in SMS, Voice, AND Email for
maximum patient flexibility.
Remind Use to remind patients to take medications, show up
for appointments, take vitals as needed.
EducateEncouragement, relevance of participation in the trial.
RewardOpportunity to provide coupons or other reinforcement
if desired.
FulfillAbility to even tie-in to designated
pharmacy/pharmacies for refills within the system.
Modern Patient Retention Methods Adherence Suite
Successful Pilot Study Uses
Personalized, Interactive, Daily
SMS reminders • 95% found the reminder “very helpful” to avoid missing doses
• 81% said they would like to continue receiving text message reminders beyond the study
• Improvements in adherence were seen as early as 6 weeks and sustained throughout the 24 week study
• Results lead to funding for larger follow-up study
Assess self-reporting ART adherence: Study participants over 24 weeks who receive personalized daily SMS reminders and follow-up messaging 1 hour later assessing whether they took their medication via text response. The study includes adherence questionnaire and satisfaction survey every 6 weeks.
Evaluate the feasibility, acceptability, and preliminary efficacy of SMS reminders to improve adherence to antiretroviral therapy (ART) for youth (age 14-29) living with HIV/AIDS.
Source: Journal of Medicine Internet Research Vol. 14
Brand Objectives
Results
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Solution
Modern Patient Retention Methods
SMS & Adherence
Questions & Answers
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Melynda GeurtsVice President, Operations, DAC
469.916.8636
Dennis UpahExecutive Vice President, Remedy Health Media
512.335.3336