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PATIENT SUPPORT PROGRAM OPTIMIZED WITH MARKET RESEARCH INSIGHTS
How an established patient support program was able to identify and overcome design barriers to stimulate access.
SITUATION
A mid-size pharmaceutical company was receiving negative feedback from the field regarding the patient support program that supported their neurology and oncology products.
The manufacturer felt that their program was “top of the line”, so they wanted to understand why end users didn’t agree, and if that was impacting prescribing.
Archbow was hired to conduct market research, including a competitive and market assessment for the services offered by the program and primary research with registered program users.
Archbow conducted extensive analog research on competitive programs and service offerings. Extra attention was given to technology platforms and ease of use.
Archbow recruited 30+ oncology and neurology HCP office participants.
An online survey was issued to quickly capture baseline quantitative data from the participants. Using insights from the online survey, a detailed discussion guide was drafted in collaboration with the manufacturer.
Using the discussion guide, Archbow conducted more than 30 hours of interviews with HCP office staff to best capture the voice of the customer. Analysis was conducted on all information gathered to present a comprehensive program assessment to the manufacturer.
APPROACH
RESULTS
Although the manufacturer’s program was widely recognized for its generosity, the research revealed that it was much harder and more time consuming to use than competitive programs.
Design barriers, including antiquated signature policies, enrollment form, and portal designs, were identified, and recommendations on how to improve were made.
Opportunities to streamline user education and field best practices were emphasized and quickly incorporated into the program.
The program’s process flow was mapped and compared to competitor program flows to understand market expectations and where/how adjustments could be made to meet end user needs.