breaching boundaries : the health versus direct marketing boundary
DESCRIPTION
PPT document related to a presentation made by Pierre De Nayer at BDMA congressTRANSCRIPT
Breaching Boundaries
Ethics:
The Health/DM boundary
p. 1
The Health/DM boundary
Business Summit by BDMA-Mechelen 18/11
Pierre De Nayer, Partner, Citobi
Citobi’s (1to1)«Concept Car »
( For Pharma)
p. 2
« If we can do this, we can do anything…. »
Personnal Health Management: a heavy trend
3
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Imagine your cell phone is used to collect some
health related data…
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…and that your physician is associated in the
process
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One Step Furtherin breaching the boundaries…
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Adherence to treatment: A major health issue
�Costing >USD 200 Billions a year to US Health (TC: USD 1,7 Trio )
�US: 125 000 deaths per year
�Annual cost to pharmaceutical companies : >30 USD Billions
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Annual cost to pharmaceutical companies : >30 USD Billions
�WHO: The most pressing healthcare issue in the western world.
Benchmark? Health services companies
spent USD >3 billion on direct marketing
advertising in 2009 (Source DMA)
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The advent of PERSONALIZED medicine
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e-Compliance Platfom based on device fit for purpose
Smartsticker™
� Fits in real-life treatment process
� Patient can easily stick it to blistered drug
� No prior deblistering required
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� No constraint for practical use by patient
� Reliable material
� Adaptable to 95% of blister formats
� Can be integrated in simple logistical flow
SCORES: Linking Health & Communication
� Exceptionally detailed individual compliance reports
� For their patients treated with your drug
� In pdf format for convenient reading, printing and saving
� Branded with your product / company
� In the form of a service,
not a study…
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SCORES as therapeutic toolFROM REAL-LIFE
EXAMPLE
“Mr Smith regularly
forgets his
medication, then
compensates by
taking a double or
even triple dose.
This could explain
some of his side
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some of his side
effects.
This compliance
issue should be
addressed prior to
considering second
line treatment.”
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SCORES as therapeutic toolFROM REAL-LIFE
EXAMPLE
“Daily variations
in Mrs. Jones’
intake pattern are
worrisome, and
lead to
omissions.
Patient needs
adequate support
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adequate support
to ensure proper
drug intake prior
to considering a
change in dosage
or a switch.”
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Get your compliance report on your cell phone…
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Typical content:� What is your “adherence”
profile and how you can improve it
� How to handle your disease/condition?
… And (personalized) more in-depth content by post.
disease/condition?
� What is a Smartblister, and why does your doctor propose you one?
� How to use your Smartblister
� Processing of your personal data
p. 14
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Tailor-made, self-adhesive, Attached micro-chip records
precise date and time of each
Just to summarize how it works (1/2)
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Tailor-made, self-adhesive,
strip is applied to back of
drug blister
precise date and time of each
tablet extraction
Data is read in centrallyCompliance report is produced
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@@
@
Just to summarize how it works (2/2)
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CRM platform & database
1.As requested in leaflet, patient activates kit by sending SMS with kit identification code
2.Patient is reminded per SMS to return Smartblister if applicable
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Results/ Take aways…
� Health Related Objectives
� ROI: The forbidden word
� Are we saving lives? Maybe.
� Did we improved the quality of life of patients? Certainly!
And a lot!
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� Marketing and Sales objective
� Impact on corporate branding
� Impact on relationship with physicians
� Impact on consumer trust
� Calculate yourself the ROI: A cancer live saving drug is
costing up to 40 000 USD a year (to…you, the taxpayer).
Imagine now the patient has only a 50% adherence to
treatment. p. 17
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One Step Further…How will our next (1to1)
« Concept Car » looks like?…
2009-08_v05p. 18
Just ask us…
Pierre De Nayer, Partner, Citobi+32 478 554 [email protected] or [email protected]