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

Tags: Adherence

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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