Re-Writing the Winning Formula for Patient Support Programs

BMS Orencia “One Patient at a Time” Campaign Receives Two Coveted Industry Awards

Helping patients begin and stay on a treatment requires support and helping them overcome their concerns with the treatment. Today, more than ever, there is a need to support patients and help them adhere to treatment. To date, patient support programs haven’t been very engaging. They mostly provide generic product and disease information and “reminders”.

I want to share with you a unique program we have had the pleasure of working with Bristol-Myers Squibb on for Orencia (abatacept). The campaign is called "One Patient at a Time” and it puts the patient at the center and tailors the materials to fit each patient's individual needs. The campaign has shown positive results including patient requests to their doctors for Orencia increased by 55%, conversion rates increased by 30%, and communication engagement rates are 17 times higher than historical rates.

Orencia is indicted for patients with moderate to severe rheumatoid arthritis (RA), which because of its autoimmune nature can make it difficult for healthcare providers to choose the right treatment option.

This comprehensive campaign is the first dynamically generated, full dialogue enabled relationship marketing program. There are two critically important components of the program including…

* Orencia Care Counselors, which are healthcare-trained professionals, that stay in touch with patients throughout the program
* Customized direct mail communication materials

Through the course of a patient’s journey, the Orencia Care Counselors partner with patients and provide personalized guidance. The Orencia Care Counselors will address…

* Patient concerns
* Patient questions
* Coaching patients on how to talk with healthcare providers

Direct mail materials are an important component of the program. The imagery, content, tone, and delivery order of the communications materials are aligned to the treatment cycle of each individual patient. This alignment maximizes the impact of the program. "The One Patient at a Time” campaign is extremely comprehensive, creative, and provides the information needed to understand the safety and efficacy of the product, empower patients to have effective conversations with their healthcare providers, and the support to ensure patients successfully begin treatment. To date there are more than 17,000 variations of the communication materials.

Recently Bristol-Myers Squibb was awarded with a PM360 Trailblazer Award 2011 for the Best Direct Mail campaign for Orencia: “One Patient at a Time”. Additionally, Bristol-Myers Squibb received a Gold MM&M Award 2011 for Best Use of Direct Marketing to Consumers.

The Orencia: “One Patient at a Time” campaign is a collaborative effort between Bristol-Myers Squibb, Proximo Gen, BMStudio, and AMAC. AMAC provides Orencia Care Counselors, which are healthcare-trained professionals, to stay in touch with patients throughout the program.

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