Creating educational marketing that will engage patient populations is critical for building a sustainable brand and strong reputation. Given the constant and wide-ranging marketing messages directed at consumers, organizations need to develop and deliver innovative "go-to-market" educational strategies and tactics to win over patient groups. To provide insights into new ways to approach and engage patient populations, Best Practices, LLC launched this benchmarking research to examine educational programs and initiatives aimed at winning patient populations. This document shares the experiences of leading companies and their initiatives to directly affect the lives and treatment of patients.

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Innovations in Patient-Focused Initiatives
Case Studies in Reaching, Engaging, and Supporting Patients

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Key Study Objectives
 Collect examples and develop “case
studies” of innovative programs and
initiatives
 Describe the rationale and objectives of
these efforts
 Define the conditions and measures of
success
 Understand the potential pitfalls and
limitations of such efforts
 Gain insights into the future of these
patient-focused initiatives
Research Focus & Methodology
As pharmaceutical, biotech, and medical
device companies seek new “go-to-
market” strategies and tactics, they have
explored new ways to approach and
engage patient populations. This
benchmarking study examines the
programs and initiatives aimed at directly
affecting the lives and treatment of
patients.
Data were collected using an online
survey instrument covering topics related
to collaborative efforts and communication
channels to support these activities and
practices. In-depth interviews were
conducted with selected participants to
gather more detailed information pertinent
to this study.
Research Objectives and Methodology

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Study Participants
• Acorda Therapeutics
• Amgen
• Bayer
• Biogen-Idec
• BMS
• Boehringer-Ingelheim
• Dorland Global
• Eli Lilly
• Genentech
• Genzyme
• GSK
• Hospira
• Innopharmax
• Jazz Pharmaceuticals
• Kyowa Hakko Kirin
• Merck
• Minnow Medical
• Nektar Therapeutics
• Novartis
• Noven Therapeutics
• Novo Nordisk
• Organon
• Pacira Pharmaceuticals
• Pfizer
• Sandoz
• Sanofi-Aventis
• Skin Medica
• Smith & Nephew
• Solvay
• Stiefel Laboratories
• Teva
• Theratechnologies
• Triton
• Zimmer
More than 40 representatives from 30-plus biopharma and medical device companies
responded to the survey and/or shared insights through in-depth interviews.

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Survey Respondents: Characteristics
• 45 people representing 34 different companies
• 2/3 were in pharma; rest were in biotech or medical devices
• Half were in marketing; rest were in other departments
• Typical respondent (individual values varied widely):
– Had 12 years of industry experience
– Had worked on 10 product brands
– Had worked on 4 product launches

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Patient-Focused Activity
Maturity Curve
More
Consultative
More
Commercial
AwarenessInteractionCollaboration
Information
Communication
Engagement
Level 3
• Direct Involvement with Patients
• Help with Treatment Regimen
• Potential to Transform Outcomes
• Lifestyle/Quality of Life issues
Level 2
• Web 2.0 efforts
• Blogs
• Patient Support (financial)
• Community Building
• Social Networking
Level 1
• Informational Websites
• Educational Websites
• Disease State Portals
• DTC Marketing/Product Focus

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State of the Art: Getting to Level 3
Experimentation Is Widespread, Results Are Spotty
“…When you’re doing patient programming and patient messaging, you want that to be aligned, in some
ways, with the messaging that you’re providing the professional audience as well. It’s an integrated
communications plan.” -Interviewed Vice President
Changing patient involvement with health outcomes is clear
objective
Living with disease
Involvement with drug development
Relationship with medical care provider
Connection to the community, family, advocacy groups
Working with auxiliary healthcare services
Engagement with pharmaceutical company
No manual exists for how to do this work
Landscape is dotted with only isolated examples of
success
Innovation seems to thrive in special circumstances
Small target populations, such as orphan conditions
Chronic diseases, where uptake can mean long-
term relationship
Areas of high consumer/patient community interest
Where public health issues drive social networking
Where gaps in healthcare provision create opportunities

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Many Types of New Media and Channels Used
All benchmarked companies reported using new media/channels to reach and engage
patients. Most common types were web sites, word of mouth, and call centers.
Q: Which media or channel types have you utilized to reach and engage patient populations in
innovative ways or otherwise make a difference in patients' lives? (Check all that apply)

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Marketing at the Edge
Elements and Attributes of These Instances
Raising Awareness
Conditions, Treatment Options, Support
Capabilities
Product/Brand Focus
Use of standard tools/traditional media to
“tell and sell”
Awareness/Behavioral Change
Increased awareness, use, treatment
protocol, compliance, persistence
Standard (Known) Costs
Standard costs for development, (new)
media expense
Building Community
Rooted in Patient Experience of Conditions,
Treatment Options, Support
Capabilities
Patient Focus
Use of new and traditional media to form
partnerships, “consult and join”
Behavioral/Outcomes Change
Community of actively engaged patients,
communicating to drive better health
outcomes
Varied Costs
Non-traditional methods often prove less
costly
Objectives
Process
Output/Outcomes
Costs

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Recognizing a New Disease Entity
Raising Awareness of PAD (Peripheral Arterial Disease)
• To leverage data showing that PAD was a predisposing factor for
other cardiovascular diseases (stroke and heart attack)
• To raise awareness that PAD could be treated as a specific
disease entity and get patients into treatment (for which company
had a drug)
Objective
Process
• Forged balanced partnership with physician community and local/ county
public health agencies in the US
• Developed materials to sponsor “diagnosis days” and “screening days” at
local clinics
• Worked with national health authorities and NICE in the UK to shape a
national program that was run through pharmacies, supported by radio and
TV spots to raise awareness
Costs
Output/
Outcomes
• Raised awareness of PAD as a treatable disease and drove a huge
increase in sales of the company’s drug ($X00,000) in US
• UK surveys, in side-by-side comparisons revealed a five-fold
increase in awareness and lagging increase in scripts
• Minimal budget in both cases, leveraging national/state/local
funding
• Pull through in UK pilot “supported and reinforced” by company

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Best Practices, LLC
6350 Quadrangle Drive, Suite 200
Chapel Hill, NC 27517
919-403-0251
bestpractices@best-in-class.com
www.best-in-class.com
About Best Practices, LLC
Best Practices, LLC is a research and consulting firm that conducts work based on the simple yet
profound principle that organizations can chart a course to superior economic performance by
studying the best business practices, operating tactics, and winning strategies of world-class
companies.
Link for Report: Innovations in Patient-Focused Initiatives