PharmExec Blog

The Pharma Marketer’s Guide to Medication Adherence

by Grant Corbett

Improving brand adherence rates requires pharma marketers to have access to two growing bodies of knowledge. These are: 1) carefully evaluated evidence for what can improve brand revenue, and 2) informed forecasts of trends.

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SPOTLIGHT EVENT

Patient Adherence
and Access Summit

June 17–18, 2014

Philadelphia, Pennsylvania

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Adherence & Access

How can this knowledge help?  Many recent industry programs have achieved only a 1-3% increase in adherence, and ROIs of less than 3.  To realize results of 20%+ and ROIs above 3/1, critical appraisal of the past and direction to probable futures are needed (several pharma companies have achieved 38%+ lifts in persistence with this new knowledge).  This experience can provide the pharma marketer with a needed guide to planning and program implementation.

At this month’s Center for Business Intelligence (CBI) Patient Adherence and Support Summit (April 29-30), in Philadelphia, brand directors and marketers will have a unique opportunity to hear senior VP’s, consultants and academic researchers provide their perspectives on what we know and need to target in 2013.

The event will begin with a keynote panel speaking about the changing DNA of patient adherence programs.  Presenters will be VP’s and Senior Directors from Eli Lilly, GSK, Sanofi, and Shire.

For the first time since the inception of CBI’s Strategic Patient Adherence (SPA) Awards, there will be a look back at where the winning programs are today.  This panel will follow presentation of an Adherence Roadmap by Dr. William Shrank, a prolific adherence researcher.

Tuesday will include a unique opportunity to hear one of the world’s most cited industry researchers, Merck’s Dr. Colleen McHorney.  Dr. McHorney will be reviewing the history of adherence research and how the paradigm has shifted.

For more information on this event, now in its 12th year, go to:

http://www.cbinet.com/conference/pc13116#.UVx-3KLvHE0

For more information on this article, you can reach Grant Corbett, Principal, Behavior Change Solutions, Inc. at grant.corbett@behavior-change-solutions.com.

See also:  http://blog.pharmexec.com/2013/03/12/changing-the-dna-of-pharma-patient-adherence-programs/

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