Agenda

Pharmaceutical companies like Pfizer strive to leverage the unique potential of new technologies by engaging patients in their own healthcare decisions. This is enabled by innovative, patient centric digital health solutions such as connected medical devices, health apps or digitalized clinical trials. These can be rooted in e.g. AI technology, gamification technology, real-time data collection, behavioural science or novel sensors. In the end, this allows for continuous monitoring and will pave the way for improving long-term treatment outcomes, medication adherence and psychological health.

This presentation showcases how Pfizer leverages digital trends to connect with stakeholders in a different way in order to bring value to patients beyond medicine.

Our client’s women health portfolio was facing intense competition and their strategy was to retain patients on their approved drugs. In this regard, the client wanted to understand the perception and emotional state of women targeting In vitro fertilisation (IVF) and Endometriosis suffering from irregular bleeding, heavy menstruation or pain during their journey.

After exploratory research and an in-depth understanding of client requirements, BA Health (Borderless Access’ healthcare R&A brand) proposed a patient journey mapping solution that included primary market research study and an online patient community.

Our unique solution of patient research combined with data analytics and verified using secondary research helped design patient journey IVF and endometriosis. Our proprietary methodology included CAWI and Community based data collection models to capture patient experiences across treatment stages for USA and EU5 markets

We created specific patient journey maps for IVF and endometriosis by target markets. Along with patient journey maps we created a treatment algorithm and consolidated treatment insights. Using patient segmentation approach, we designed 4 patient cohorts to evaluate which patient cohort can be targeted for higher retention.

What if we could reduce huge scope brand tracking to only 3-4 essential KPIs, which have the strongest connection to prescription behavior? Could that help us to deliver better insights in a more efficient way? We are going to share:
• The challenges of the brand tracking metrics evaluation and suggest a solution
• A practical example of building up mini-survey on the essential KPIs to get market insights in a fast and efficient way

Modern technologies from the neurosciences open a novel avenue to better understanding people. That is because neurotechnology accesses both conscious and unconscious processes of the mind’s emotional and decision systems.

This talk will present scientific and applied marketing research cases demonstrating how brain scans with physicians and patients were used to assess how people perceive medical information. The audience will learn how information should be structured to be understood, which emotional networks play a role in understanding information and how pharmaceutical companies have used brain scans combined with learnings from psychophysics and machine learning to improve medical information.