Case Study
Supporting more effective referral conversations for cell therapies
Inflection Point
Our client, a manufacturer of cell therapy, saw that patient uptake for their product was much lower amongst patients in the community setting. Research uncovered an opportunity to support community-based HCPs in their conversations with patients and caregivers, to better build patient comfort with this new and complex treatment option.
How We Helped
We developed a suite of resources for HCPs to use with their patients. Because the target was referring physicians who did not drive brand choice, we created unbranded materials that would have higher uptake amongst these HCPs. The resources included:
- A speaker program that shared best practices for patient education in advanced therapies, along with specific FAQs to help prescribers, nurses, and other clinical staff better address patient and caregiver questions.
- A printed resource kit, designed to facilitate flexible and meaningful conversations with patients. The kit included elements for the HCP to keep in office, and leaflets for the patient to take home for further consideration.
- A microsite that allowed HCPs to download or request additional printed copies of key materials.
Because the material was so well-done, customers are really receptive to it. HCPs value high-quality resources for their patients, and the field teams consistently point to these materials as being a key driver of appointments with their target customers.
— Associate Director, Patient Marketing
Outcomes
The speaker program was conducted over 40 times in its first 18-months. Because of its practical focus on patient experience, it was differentiated from other offerings focused on clinical data and practice.
The printed resource kit was among the most-requested materials at the organization, and became a key element of the sales team’s efforts to educate HCPs to refer patients for cell therapy.
