Addressing Adherence Starts With Understanding of the Factors Impacting Adherence for Your Category « Return On Focus --- http://returnonfocus.com --- Return On Focus

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    Addressing Adherence Starts With Understanding of the Factors Impacting Adherence for Your Category

    March 2, 2012

    Adherence LOE AnalysisIf you’re like most biopharma companies, increased adherence is one of your critical success factors for 2012. I’m here to tell you that there is a science behind addressing adherence that goes beyond just selecting a co-pay card offer and sending a string of emails to brand users. Would you expect anything less from the developers of Evidence-Based Marketing?

    The first step in addressing adherence for your brand is to start by conducting a well-formulated literature search for your category and your product. Recently, we showed a Client the wealth of data published by independent clinicians and academics on adherence with their brand that they were completely unaware of . . .boy, was that uncomfortable!

    Even if you don’t find anything in the literature on your brand, you’ll likely find adherence information on the category including known non-adherence factors and overall weighting. Here are the results of a project that we recently worked on for factors and weighting for a specialty care product:

    • Cost (27%)
    • Side Effects (20%)
    • Unpleasant association with medication (20%)
    • Uncertainty about effectiveness (18%)
    • Forgetfulness (15%)

    If this was your brand, that co-pay card you have that’s supposed to be the silver bullet for adherence would likely only address, at most, 27% of the issue. How do we know so much about this? Because, we look to the existing evidence for both a brand and category before jumping to adherence tactics and KPIs.

    Don’t understand the science behind adherence for your brand? Give us a call and we’ll demonstrate what’s already known about your category and just maybe your brand.

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