Industry
Rare Disease | Cystic Fibrosis
Services
Strategy, lead acquisition, iCRM, content development, analytics
Challenge
CF patients struggle to remember their refills with a 1 month on/1 month off treatment schedule. In addition, the 3-times daily dosing adds complexity to staying persistent. How could we get them to improve both compliance and persistency?
![study-detail-8](/img/CASE-STUDY-DETAIL/study-detail-8.jpg)
Overview
Research revealed that administration and the complexity of the regimen challenges product adherence. We identified 3 strategic pillars:
- Support active patients/caregivers with “smart” responsive and personally relevant information to motivate continued adherence to brand
- Educate and motivate lapsed patients/caregivers to re-initiate brand, using personalized messaging based on barriers
- Partner with healthcare professionals (HCPs) and CF centers to create a cohesive patient experience and support enrollment and messages about staying on track
Solution
We designed an empowering, brand-focused Patient Engagement program that:
- Reacts quickly to individual preferences, activities and needs
- Engages patients and caregivers in an interactive relationship that is dynamic and finely tailored
-
Responds with content and support that is timely and relevant to a specific patient’s
journey with:
- Data overlaid with additional databases in specialty pharmacy, Access Program and Call Center
- Email waves pulsed to real scripts — content timed to support fills and encourage dosing
Results
- Enrollments surpassed expectations of qualified enrollments
- Over 80% of access program enrollees also enrolled in the patient engagement program
- Positive ROI validated by independent research conducted by client