EyeforPharma adherence conference in Zurich 2010
Last week’s EyeforPharma conference in Zurich was again a stimulating affair, showing why it has grown to be one of the largest compliance conferences in Europe over the four years we have been attending and acting as keynote speakers.
Among the tremendous array of presentations and discussions, from thought leaders in the adherence space from around the world I noted the following key trends:
1. Individualised patient solutions remain the key
Numerous case studies continue to reinforce the need for individualised patient support. This endorses the World Health Organisation 2003 report recognising that tailored information is more likely to be thoroughly read, remembered, and perceived more positively by the patient.
2. Adherence a growing part of brand strategies
The ABC project of European-based pharmaceutical companies showed that in 10 out of 11 cases, adherence was
now a core component of the strategic plan.
3. Trends highlighted
- Forming advocacy alliances
- Adding value to healthcare relationships
- Changing the role of pharmaceutical representatives
- Understanding and evolving the role of Pharmacy
- Extending product lifecycles
- Treatment differentiation
- Emergence of Carer centric support
- Global adherence framework for localisation
A key quote:
“All our global launches in the next 3 years have patient support programs in brand strategy
and operating plans” - Global marketing head top 10 pharmaceutical company
4. A focus on those paying the tab and patients
The switch from the physician as the customer to the payor and patient is well underway. This means
compliance/adherence/support solutions are increasingly being included in market access strategies to demonstrate
how improved adherence can positively impact patient outcomes.
5. A move to medicine + service
Marnix Artz Pfizer Manager Alliance Development – Patient Advocacy commented that Pharma are looking at how
to extend the product lifecycle at every stage and how to add value at every stage. They are also looking for a more
sustainable role and a move to strategic partnerships with non-traditional stakeholders such as advocacy groups.
6. Growing acknowledgment of a doctor-patient disconnect
Przemyslaw Kardas from Medical University of Lodz presented data illustrating the huge variance in rates of
adherence achieved by doctors. Some GP’s had non-adherence rates of 15% while others had rates of more than
50%, demonstrating the opportunity to tackle adherence with prescribers by upskilling them around adherence
issues.
7. An absence of mobile applications
It was interesting to note what wasn’t profiled at conference - mobile applications.
This is pleasing to see as discussions on which medium to use miss the point.
The point is, what is the conversation?
Why was this the case?
My view is that it reflected the current rate of adoption.
The Pew Internet & American Life Project “The Mobile Difference” (March, 2009),
showed that in general only 31 percent of the US population have a predisposition
to use mobile data applications. This number is expected to rise modestly over
the five-year horizon to just under 50% percent in 2014. While this is an
improvement, clearly it is not a solution for the majority of patients this year
or next.
I believe applications can play an integral role in health care delivery, but they are only part of the solution and not
a complete answer. Content will continue to be more important than the application.
8. Global trends
There is a move towards simultaneous launches and the centralisation of programmes as this provides consistency
and cost savings. This means fewer locally developed ‘stand alone’ programmes and the use of pilots to provide a
platform for wider roll-outs. Success will be dependent on geographic and function alignment.
Patient engagement remains a key hurdle. The need for activation, engagement and enrolment is clear, but this
continues to be a challenge, particulary where regulatory environments restrict direct patient communication.
Currently there is an under-investment in enrolment strategies.
At Atlantis, we have found that enrolment does not depend on any one medium and that you cannot solely rely on
pharmacy, HCP or even self-enrolment. Enrolment strategy potentially needs to be just as personalised as the
interventions themselves, if they are to work. Adherence solutions are emerging as a core component of clinical
trials to ensure optimal outcomes for patients and to demonstrate efficacy and safety. An interesting presentation
on a trial with adherence programmes presented by Marie-Pierre de Béthune of Johnson and Johnson in HIV, points
to the growing trend of addressing adherence in the trial phase. There is plenty of scope: improvement with
adherence in clinical trials can range from 20% to 70%.
Thanks to the organisers and all participants for what was another successful and worthwhile event which we are
proud to support.
Kind regards,
Jonny Duder
Group General Manager
Atlantis Healthcare
