{"id":734,"date":"2015-11-18T17:10:14","date_gmt":"2015-11-18T23:10:14","guid":{"rendered":"http:\/\/www.rx-edge.com\/blog\/?p=734"},"modified":"2016-05-24T09:13:26","modified_gmt":"2016-05-24T14:13:26","slug":"thank-me-later-insights-from-the-pepp-conference","status":"publish","type":"post","link":"https:\/\/www.instephealth.com\/blog\/thank-me-later-insights-from-the-pepp-conference\/","title":{"rendered":"Thank Me Later: Insights from the PEPP Conference"},"content":{"rendered":"

When I attend a conference, I always take notes\u2026.actual, old-fashioned, hand-written ones\"new<\/a>\u00a0(typically using the conference-provided pad of paper of course!)\u00a0 It is my way of absorbing what the speaker is saying and it helps me to pay attention.\u00a0 \u00a0In an ideal world, as soon as I get back to the office I would sit down and decipher my scribbles and then take action or refer back to my \u201ctranscripts\u201d when the need arises.\u00a0 But that\u2019s in an ideal world of course.\u00a0 Instead, I often get busy with other priorities and the transcribing task gets deferred to another day, then another.\u00a0 Until finally that nice pad of paper is relegated permanently to a far corner of my desk (and a far corner of my mind!)<\/p>\n

Awesome presenters definitely make a difference<\/h3>\n

But the recent PEPP conference (DTC Perspective\u2019s \u201cPatient Engagement through Physicians and Pharmacists\u201d event) was different.\u00a0 I read through my notes on the plane during the return trip, and have found myself referencing those key learnings several times since then.\u00a0 \u00a0I believe that I felt the sense of priority because virtually all of the presentations were so good<\/strong>!\u00a0 The event attracted speakers from a variety of pharma backgrounds \u2013 marketing, research, agency, product management \u2013 to contribute their views and results.\u00a0 All of them \u2013 including of course our Rob Blazek from Rx EDGE and Cathy Paulson from Walgreens \u2212 were well-prepared and aligned their topics with the conference\u2019s main focus.<\/strong><\/p>\n

If you weren\u2019t at the conference, my notes will take you there\u2026..<\/h3>\n

Below I\u2019ve compiled a summary of my main takeaways from the conference:<\/h4>\n

\"sticky<\/a>We are moving from a world defined by the physician-patient relationship to one where the system-patient relationships<\/strong> will take on a bigger role.\u00a0 The common ground between the healthcare provider and the IDS (Integrated Delivery Systems) will be in the areas of trust and accountability. \u00a0IDS entities and HCP\u2019s will be more of a \u201cpartner\u201d than pharma manufacturers will ever be.<\/p>\n

Leveraging \u201cbig data\u201d \u2013 it\u2019s critical to match the marketing\/message exposure to the patient needs and expectations.\u00a0 We are migrating from measuring media (i.e. \u201ctonnage and frequency\u201d) to measuring business and patient outcomes<\/strong>. \u00a0(which by the way we\u2019ve always been doing here at Rx EDGE\u2026)<\/p>\n

\"Picture1\"<\/a>Incorporate patient stories<\/strong> as you continue refining and refreshing your brand identity.\u00a0 When people hear stories, their brains are trying to mirror the thought processes, emotional responses, and activites of the storyteller.\u00a0 Using this type of story-telling strategy can help pharma companies make more relevant connections<\/strong> with their patients, creating not only awareness<\/em> of brands, but the value<\/em> that those brands bring.<\/p>\n

Bonnie Ben-Shmuel from Pfizer and Robert Palmer from JUICE Pharma presented a case study sharing their launch strategy for an award-winning hemophilia app.\u00a0\u00a0 This initiative required considerable upfront research and collaboration with patients.\u00a0\u00a0 The presenters made a great observation \u201cWe believe we\u2019re experts \u2013 until we engage with patients..\u201d<\/strong> which pretty much captured the essence of the conference goals!<\/p>\n

Daryl Travis, the author of \u201cEmotional Branding\u201d, gave a great presentation about the impact of non-conscious influences on decision-making.\u00a0 Although we\u2019d probably all like to think we\u2019re judicious and thoughtful about all our decisions in life, the fact is that emotional factors drive the great majority of our choices. <\/strong>\u00a0He gave some good examples \u2013 if we were all completely rational, we would exercise regularly, eat right every day, never lose our temper, never ever text while driving, buy things based strictly on need vs. want, and so on\u2026\u00a0 The idea behind the science of behavioral economics is to determine if this \u201cirrationality\u201d could be more predictable.\u00a0 I believe that there are numerous ways this could be applied to the pharmaceutical world, particularly when it comes to the myriad reasons behind non-adherence.<\/p>\n

Speaking of adherence, in her presentation \u201cThe Evolution of Adherence\u201d, Suzanne Wilmot from Novartis talked about the key trends in the area and made a good case that we are now at a point where the \u201cdifferent mindsets of the patient and pharma stakeholders are converging\u201d.<\/strong><\/p>\n

\"Picture4\"Vaccination coverage levels among adults in the U.S. are extremely low for most routine, recommended shots.\u00a0 Rob Blazek from Rx EDGE and Cathy Paulson from Walgreens discussed the current landscape and the tactics and strategies currently being undertaken in this critical public health area.\u00a0 They also shared insights from pharmacy programs in the Tdap, flu, and shingles categories.<\/strong><\/p>\n

Day One concluded with a panel of marketing and analytics leaders from Merck, Pfizer, and Janssen.\u00a0 They offered their views on a range of topics and reinforced the need for better patient-physician synergies.\u00a0 When asked about the gaps they are facing now, and what they\u2019d like to see more of from their partners, the \u201cability to deliver meaningful metrics\u201d seemed to top the list<\/strong>.\u00a0 There is constant pressure to move faster and faster, and the data sources need to keep up.<\/p>\n

\"Picture2\"<\/a>Reem Nouh from Adams & Knight stressed that it is not so much about patient education as it is about patient engagement.\u00a0\u00a0She explained the \u201cFive M\u2019s\u201d \u2013 motivation, markets, methods, messaging, and metrics.<\/strong>\u00a0\u00a0Her agency\u2019s work with hospitals, health systems and pharma companies on several integrated marketing campaigns demonstrated how the \u201cFive M\u2019s\u201d strategy came together in a unique and powerful way to help deliver results.<\/p>\n

The Practice Fusion-Razorfish Health-Verilogue joint presentation was a bit of a jaw-dropper for me. <\/strong>\u00a0Using an animated video supported with transcripts, the trio shared their findings from actual patient-physician interaction:\u00a0 the doctor lets the patient know he has diabetes, and then keeps rolling along with detailed information about the disease, medications, blood sugar levels, treatment protocols, and side effects \u2013 all with little more than uh-huhs and head nods from the patient (who was probably still trying to process the initial words \u201cyou have diabetes\u201d!).\u00a0 The videos and transcripts demonstrated a striking communication imbalance to say the least, and demonstrated that we have some pretty big opportunities to make the diagnosis experience more productive.<\/strong><\/p>\n

The next PEPP conference is already scheduled and will take place October 25-26 2016 in Philadelphia<\/a>.\u00a0 Hope to see you there!<\/p>\n

\"PEPP1\"<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

When I attend a conference, I always take notes\u2026.actual, old-fashioned, hand-written ones\u00a0(typically using the conference-provided pad of paper of course!)\u00a0 It is my way of absorbing what the speaker is saying and it helps me to pay attention.\u00a0 \u00a0In an ideal world, as soon as I get back to the office I would sit down […]<\/p>\n","protected":false},"author":1,"featured_media":914,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[1],"tags":[],"_links":{"self":[{"href":"https:\/\/www.instephealth.com\/blog\/wp-json\/wp\/v2\/posts\/734"}],"collection":[{"href":"https:\/\/www.instephealth.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.instephealth.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.instephealth.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.instephealth.com\/blog\/wp-json\/wp\/v2\/comments?post=734"}],"version-history":[{"count":72,"href":"https:\/\/www.instephealth.com\/blog\/wp-json\/wp\/v2\/posts\/734\/revisions"}],"predecessor-version":[{"id":819,"href":"https:\/\/www.instephealth.com\/blog\/wp-json\/wp\/v2\/posts\/734\/revisions\/819"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.instephealth.com\/blog\/wp-json\/wp\/v2\/media\/914"}],"wp:attachment":[{"href":"https:\/\/www.instephealth.com\/blog\/wp-json\/wp\/v2\/media?parent=734"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.instephealth.com\/blog\/wp-json\/wp\/v2\/categories?post=734"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.instephealth.com\/blog\/wp-json\/wp\/v2\/tags?post=734"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}