Innovation vs Regulation
I recently read with interest the story about Pfizer’s eCard system – a patient loyalty/adherence program most recently launched in Russia (with further plans to launch in Mexico, Venezuela, and the Ukraine).
The eCard has been running for six years in the Philippines, where there are now 2.2 million patients using it. The card entitles the patient to discounts on Pfizer drugs – when the patient goes to their pharmacist to pick up their script, they present their eCard in order to obtain a discount – anywhere between 15 and 50 per cent. Pfizer then settles the difference with the pharmacy. In the Philippines, the card was launched in partnership with the Government Service Insurance System (GSIS). Pfizer utilises the patient database to provide educational messaging, along with reminders to those patients who have not returned for refills on time. Pfizer was quoted as indicating that the program resulted in a 162 per cent lift in adherence to Norvasc ®.
While those of us in developed markets can acknowledge the significantly different regulatory environments between ourselves and emerging markets, the efficacy of adherence-lifting interventions (and arguably product discounting) is clear.
Regardless of how this particular initiative is viewed, these types of platforms create huge opportunities to build profiles of each and every patient to provide targeted interventions to those who need support to improve adherence and ultimately long term self-management. Over time, as the industry continues to see the power of appropriate direct communication, we will see these large-scale solutions continuing to emerge as a key part of company and brand strategy.
The key role played by pharmacy in lifting adherence is also no surprise, and in the UK, the government has once again been reminded by the All Party Pharmacy Group (APPG) of the role pharmacists see themselves playing in supporting medicines adherence. Attending this meeting, we noted an absence of key pharmaceutical representatives, GSK aside, who bravely, and we believe rightly, argued for the role Pharmaceutical have to play in post-prescription adherence interventions. Given the ambiguity and misunderstanding of ABPI code as it relates to patient adherence initiatives (as borne out by the diverse positions we see in evidence when consulting with regulatory teams), it might appear that there is room for pharmaceutical to also consolidate its position on adherence interventions.
Hamish Franklin
Director
Atlantis Healthcare Europe
