bio pharma pr - how can we help you?
DESCRIPTION
Tips & Techniques for patient-centric marketingTRANSCRIPT
Pharma PR
How can we help you?
• Intelligence
- Where are your patients? How should you reach them?
• Outreach
- Targeting resources for efficient campaigns
• Insight and support
- Pre-marketing strategy to lifecycle management....
© 2011
Pharma PR
Key Performance Indicators
• Number of patients per site
• Number of patients per monitor
• Costs per monitor per site
• Project planning & contingency management
• Available recruitment period
• Project milestones
• Practical feedback & operational knowledge
© 2011
Pharma PR
BioPharma Intelligence
Areas showing higher
percentages of the population
aged over 50 years of age
Areas showing higher
numbers in the population
aged over 50 years of age
© 2011
Pharma PR
Disease & Treatment Variability
Total Asthma
Greater Glasgow
Lothian
Lanarkshire
Grampian
Tayside
Argyll & Clyde
Ayrshire & Arran
Fife
Forth Valley
Highland
Dumfries & Galloway
Borders
Orkney
Western Isles
Shetland8
% Asthma
Shetland8
Borders
Orkney
Grampian
Forth Valley
Fife
Dumfries & Galloway
Highland
Tayside
Ayrshire & Arran
Lothian
Lanarkshire
Argyll & Clyde
Greater Glasgow
Western Isles
Total COPD
Greater Glasgow
Lothian
Lanarkshire
Tayside
Argyll & Clyde
Ayrshire & Arran
Grampian
Fife
Forth Valley
Highland
Dumfries & Galloway
Borders
Orkney
Western Isles
Shetland8
% COPD
Shetland8
Greater Glasgow
Tayside
Ayrshire & Arran
Dumfries & Galloway
Lanarkshire
Fife
Argyll & Clyde
Forth Valley
Lothian
Borders
Highland
Western Isles
Grampian
Orkney
Data source: QMAS database, as at 4th May 2005
© 2011
By numbers By percentagesOR
Pharma PR
Site Mapping – by disease consultation
A B A+B
© 2011
Pharma PR
Site assessment
Demographic Profile - 2001 Census
Report for : BioPharma Practice
Defined Area: 15 minute drivetime
Postcode: L9 7AL
Results from Results as %
area of area
Total Population 779,000 100
0 - 4 44,344 5.7
5 - 9 50,547 6.5
10 -15 66,749 8.6
16 - 19 45,509 5.8
20 - 29 102,589 13.2
30 - 39 115,526 14.8
40 - 49 103,863 13.3
50 - 59 88,797 11.4
60 + 161,076 20.7
Males
Total 370,756 47.6
0 - 4 22,758 2.9
5 - 9 25,673 3.3
10 -15 33,988 4.4
16 - 19 22,744 2.9
20 - 29 48,175 6.2
30 - 39 55,030 7.1
40 - 49 49,907 6.4
50 - 59 43,409 5.6
60 + 69,072 8.9
Females
Total 408,244 52.4
0 - 4 21,586 2.8
5 - 9 24,874 3.2
10 -15 32,761 4.2
16 - 19 22,765 2.9
20 - 29 54,414 7.0
30 - 39 60,496 7.8
40 - 49 53,956 6.9
50 - 59 45,388 5.8
60 + 92,004 11.8
University Hospital Aintree
Target Zones & Key SitesCatchment Areas &
Journey Times
Local
Feasibility
Assessment
© 2011
Pharma PR
Site Location & Staff Motivation
Top 50
Hospitals
with
Major Roads
© 2011
Pharma PR
Building Propensity Models
Lifestyles with
higher
likelihood of
smokers
present.
Each red dot is a
postcode sized by
the number of
households within
each postcode
Key site
© 2011
Pharma PR
Efficient Patient Prospecting
1 shingles 2 body mass index 3 depression 4 pregnancy 5 blood pressure
6 diabetes 7 cholesterol 8 cellulitis 9irritable bowel
syndrome10 prostate cancer
11 chlamydia 12 sciatica 13 impetigo 14 low blood pressure 15 gout
16 arthritis 17 thrush 18 breast cancer 19 high blood pressure 20 glandular fever
21 bowel cancer 22 multiple sclerosis 23 hiatus hernia 24 genital warts 25 menopause
26 cystitis 27 lupus 28 skin cancer 29 thyroid 30 constipation
31 piles 32 chicken pox 33 scabies 34 lung cancer 35 endometriosis
36 Crohn's disease 37 asthma 38 fibroids 39 cancer 40 angina
41 miscarriage 42 diverticulitis 43 fibromyalgia 44 anaemia 45 prostate
46 gallstones 47 ADHD 48 ovarian cancer 49 cramp 50 underactive thyroid
Source: PRIVATE HEALTHCARE UK: WEB WATCH 2006
Top 50 search terms – disease/condition
Pharma PR
Optimising Communications Campaigns
Responses by local press
Media Analysis
& Budgetary
Control
- Newspaper
© 2011
Pharma PR
Essential intelligence -
direct from patients
Benefits
•Rapid engagement
• Raised awareness
•Rare insights
General Population
Therapeutic
community
Accelerating outreach
© 2011
Pharma PR
Response handling
Patients respond
directly to 0800 number
20% of calls
result in referral
to study centre
50% of calls
result in referral
to study centre
Call Centre only
Patients review
information and pre-
screen on-line
Web Screening
Outbound call from
healthcare professional
Call centre
Media
drive
© 2011
