Patient Retention Program - U.S. Pharma

Background/Problem:

A major U.S. based pharmaceutical company was receiving a significant number of consumer calls to its medical information line. The company realized these consumer “touches” represented a significant profit opportunity to the company if: 1) they could identify if these consumers are on one if its medicines; and 2) provide them with information either drive them to doctors office or become more compliant with the use the medicine as prescribed by their physician. The problem was there was also no database or Infrastructure capability that existed to capture and manage data

Solution:

• The callers demographic information was analyzed and profiled to determine that most callers were over 50 and candidates for cardiovascular medicine
• A customized Healthcare Information and Education Program with a Direct Mail, Internet and Telephone communication channels was developed
• The target population was Adults, 50+ With Cardiovascular Conditions
  and/or Risk Factors
• Objectives:
• Acquire patients that were current users of the companies CV drug portfolio
• Increase Compliance or Days of Therapy of current, i.e., Medication, Diet, Exercise

• A pilot program developed and was launched in three markets, then rolled out nationally

• New members were acquired via Outside mailing lists and Pharmacy Programs

Results:

• Improved 20% Compliance and persistency…or 30 days of Drug Therapy per year
• A scalable and flexible database solution was developed to support this and other consumer programs
• Program was evolved to maximize both effectiveness and efficiencies
• Original program cost were over $100 per member per year and were reduced to under $25 per year without impacting ROI

Timing:

• The project was developed and tested in 6 moths and launched to both physicians and patients within 9 months.