Cogent Reports: Oncology Assistance Programs Build Loyalty Among Physicians
CAMBRIDGE, Mass.--(BUSINESS WIRE)--Biopharmaceutical companies that administer Patient Assistance Programs (PAPs) exceptionally well on key service and support parameters can generate a “halo effect” that, from the perspective of treating physicians, can lead to more prescriptions for the cancer medications these companies manufacture. These and other findings are included in PAP Utilization in Cancer Care™, a Cogent Reports study from Market Strategies International.
“The ease and efficiency of the application process was a remarkable differentiator among the different company-sponsored patient assistance programs”
Overall, the study confirmed that the design and implementation of company-sponsored cancer PAPs is very important to key customer stakeholders, including patients and their caregivers, reimbursement specialists and treating oncologists/hematologists. Many of the healthcare providers (HCPs) interviewed said that company-sponsored PAPs that provide more favorable access to their medications allow them to gain additional clinical experience with the drugs and a deeper understanding of where and how the drugs can be used within their treatment practice.
“Over time, this can lead to increased familiarity and additional prescriptions written for such drugs. Conversely, several HCPs indicated that if they experience problems or barriers gaining access to certain medications when utilizing PAP programs, they will shy away from prescribing these medications if other alternatives are available,” said Rob Delghiaccio, vice president of the Life Sciences division at Market Strategies International and author of the study.
In addition to access to medications, key customer stakeholders said there is a notable range in the scale and scope of features offered in various company-sponsored cancer PAPs, leading to varying degrees of customer satisfaction. These features, in turn, have a direct impact on company image.
“The ease and efficiency of the application process was a remarkable differentiator among the different company-sponsored patient assistance programs,” said Delghiaccio. “This issue was top of mind for the majority of participants who faced difficulty or barriers in the PAP enrollment process. These participants were outspoken about their frustration and disappointment with the sponsoring company. On the other hand, participants praised the companies with relatively streamlined enrollment processes and viewed them as caring, compassionate and a valued partner in the battle against cancer.”
The study identifies multiple key attributes of overall PAP effectiveness along with the core attributes of best-in-class PAP call center communications. It also allows subscribers to see the perspective of each of the 4 stakeholder groups (patient, caregiver, reimbursement coordinator and doctor) individually about patient assistance programs, not just the overall results, so they can take specific actions to improve their programs for all stakeholders.
About the PAP Utilization in Cancer Care Report
PAP Utilization in Cancer Care™ is a qualitative study that provides guidance to sponsors in designing, administering and implementing PAPs to meet the needs of their continuously evolving patient, caregiver and healthcare provider stakeholders. The study was conducted among a sample of oncology patients, caregivers, reimbursement coordinators and oncologists/hematologists in Boston, Chicago and San Francisco. Interviews were conducted during the week of December 16, 2013 via a combination of in-person focus groups and in-depth one-on-one interviews, with a total of 44 respondents. Physicians and reimbursement coordinators were screened on the following criteria: 1) Currently in practice, 2) Treating at least 25 cancer patients per week, 3) Having at least four patients per month who are enrolled in a cancer PAP. Patients and caregivers were screened based on enrollment and participation in a cancer PAP within the last year.
About Market Strategies International
Market Strategies International is a market research consultancy with deep expertise in communications, consumer/retail, energy, financial services, healthcare and technology. The firm is ISO 20252 certified, reflecting its commitment to providing intelligent research, designed to the highest levels of accuracy, with meaningful results that help companies make confident business decisions.
Market Strategies conducts qualitative and quantitative research in 75 countries, and its specialties include brand, communications, customer experience, product development, segmentation and syndicated. Its syndicated products, known as Cogent Reports, help clients understand the market environment, explore industry trends and evaluate and monitor their brand and products within the competitive landscape. Founded in 1989, Market Strategies is one of the largest market research firms in the world, with offices in the US, Canada and China. Read Market Strategies’ blog at FreshMR, and follow us on Facebook, Twitter and LinkedIn.