Launching a new pharma brand can be incredibly challenging. Even with a compelling efficacy story, it can be difficult to change HCPs' prescribing behaviors. This is especially true in a competitive category where an established medication is providing decent results. HCPs may also be less willing to change medications if they feel it will require more of their time for patient education and support. And then there is the issue of affordable patient access during the window of time after availability and before formularies are updated. With all of these challenges, it's no wonder many product launches have a slow build at first.
One tactic brand managers can employ to seed their launches is what some in the industry call an early experience program. At CareSpeak, in collaboration with some of our pharma clients, we have developed a unique early experience program executed through the use of Automated Patient Engagement and interactive messaging that helps address all of these challenges and more.
These programs engage patients in an interactive automated dialogue, educating them about their condition and therapy, and providing them with tools to self-manage medications and important life-style changes appropriately. The whole patient interaction is captured and reported back to the HCP on a periodic basis, allowing both patient and HCP to have additional conversation points.
The primary components of the programs are:
These programs work to address the key launch challenges discussed above by:
These are just some of the reasons why these programs can be a fantastic add on to your launch plans. To learn more about how a CareSpeak early experience program can enhance your next launch or to get a full demo of our capabilities, set up a demo.