Developing patient support program materials to support adherence.

Inflection Point

Our client, a patient support team, was preparing to launch a new drug with a business imperative around long-term patient adherence. It was critical to educate patients on a specific biomarker — understanding that biomarker helped maintain patients’ motivation to stay on the drug. Further, because the drug was launching into an intensely competitive market, our client saw an opportunity to differentiate on the patient support experience.

How We Helped

We began by building cross-functional alignment on the critical moments for patients along their support journey and where biomarker education would play a role. Through co-creative, in-depth interviews with patients, HCPs, and clinic staff we designed messaging and visuals that would help facilitate a positive patient experience along the support journey.

The insights and output coming out of the co-creative interviews enabled us to create messaging for biomarkers, adherence, and support offerings that would be most useful to patients and the HCPs treating them. We connected the messaging to the patient journey so that the broader team could reinforce this messaging across other tactics.

Outcomes

We delivered MLR-ready module messaging and visuals that could be incorporated into a variety of tactics. We further created a playbook of key insights and recommendations, capturing how patient and HCP contributions shaped the output. The combined deliverables would allow for seamless pull-through across patient support launch tactics, and cross-functional alignment on messaging priorities.