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Combining Two Customer Feedback Methods
Sarika Sood, MDHead, North America Global Medical InformationShire
To compare the performance of Baxalta medical information (MI) services and customer satisfaction levels regarding MI services before and after the Baxter-Baxalta split using online surveys and information gained from virtual advisory boards
• Between the 2014 and 2016 surveys, Baxalta was spun-off from Baxter
• Building the Baxalta Global Medical Information Team included:
1. Addition of a PharmD in the call center to answer inquiries prior to their being escalated to the internal MI department.
2. Integration of MI therapeutic area specialists into medical teams
3. Globalization of Med Info Services
The study included an online survey and a virtual advisory board
Results from the 2016 survey compared with those from the 2014 survey
Several of the questions in the current survey had been asked in a similar survey in 2014• Repeating certain questions allowed for an assessment of
trends in customer satisfaction between 2014 and 2016
Online CustomerSurvey(N=64)
Virtual Advisory Board(N=4)
• Online survey distributed to 976 customers who had used Baxalta MI services from July 2015 to May 2016
• Survey established strengths and limitations of current MI services & assessed customer preferences for contacting MI services and type of response
• Addressed same issues as online survey to gain more detailed feedback
• Participants included a physician, a pharmacist, a nurse, and a respiratory therapist
37.540.0
10.0
0.0
7.5
30.1
34.9
20.6
6.4 8
0
5
10
15
20
25
30
35
40
45
Physician Pharmacist Nurse NursePractitioner
Other
2014 (N=40)2016 (N=64)
97.5
2.5
95.3
4.7
0
20
40
60
80
100
120
Yes No
2014 (N=41)2016 (N=64)
90.2
9.8
95.3
4.7
0
10
20
30
40
50
60
70
80
90
100
Yes No
Perc
ent
2014 (N=30)2016 (N=64)
76.7
23.3
87.5
12.5
0
10
20
30
40
50
60
70
80
90
100
Yes No
Perc
ent
2014 (N=41)2016 (N=64)
20.0
56.7
13.3
0.0
59.4
34.4
1.64.7
0
10
20
30
40
50
60
70
Excellent Good Fair Poor
Perc
ent
2014 (N=41)2016 (N=64)
24.1
41.1
24.1
10.4
35.9
29.7
21.9
12.5
0
5
10
15
20
25
30
35
40
45
Day of Inquiry Following Day 2 Days afterInquiry
≥3 Days after Inquiry
Perc
ent
2014 (N=29)2016 (N=64)
Perc
ent
of
Res
po
nd
ents
Req
ues
tin
g Im
pro
vem
ent
43.9
34.1
9.8
0.0
12.2
29.7
15.6 17.2
29.7
7.8
0
5
10
15
20
25
30
35
40
45
50
Ease of Contact Speed of Response Quality of Response None Other
29.7% of respondents in the 2016 survey believed that no improvements were needed vs 0% in the 2014 survey
2014 (N=29)2016 (N=64)
• Advisors agreed that “Baxalta MI services did a very good job”
• It was noted that other companies always ask callers for their desired response format to an inquiry and provided both a short summary answer along with a more detailed response.
• It was also noted that other companies typically also respond within 1 day.
• An advisor stated that other companies routinely provide references and suggested that a button on the Baxalta MI services Website could be linked to full-text publications relevant to a specific question.
• One advisor noted that she was able to contact a field based Baxalta employee about a question and was informed about MI services. This resulted in a very rapid and helpful response.
• A second advisor had a similar experience and very much liked the fact that she could call Baxalta MI services and talk to a nurse who could provide an immediate answer to her question.
• One advisor stated that she uses “only MI services to gain information about medications because this is the most reliable source for information”
• A second advisor noted that she will “conduct PubMed searches to obtain information about medications and also has a network of colleagues to contact when she needs highly specialized information”
• A third advisor emphasized that when he has a question, he “always contacts the drug information services department of the relevant company because they are the primary source for accurate information”.
• He also employs PubMed to answer questions that go beyond information available in prescribing information.
One advisor stated that she typically gets information about Baxalta products from her medical science liaisons (MSLs)
◦ In one case, she called with a question and received a response in 2-3 days.
◦ She believed that communication with MSLs is particularly effective since they are very knowledgeable about Baxalta products and the related medical literature.
◦ She believed that it was important for those who answer calls to triage them so that inquiries requiring an immediate answer get rapid responses.
Contacting MI Services
• Being able to talk directly with an expert is a key component of effective MI services:• It is important for those answering calls to MI
services to triage them so that inquiries requiring an immediate answer get prompt attention.
• MI services could be enhanced by recruitment of HCPs who have extensive experience with specific products to provide peer-to-peer consultation.
• Telephone contact would be facilitated by prominently displaying the telephone number for MI services on the company Website.
Organization of Responses
• The most favored format for responses to complex questions is a brief e-mailed summary, which the recipient could then share with colleagues.
• Advisors recommended that email summary should be followed with a detailed response and electronic copies of all relevant references.
Enhancing Web-based
Services
• Frequently asked questions and answers should be organized by product and placed on the company Website. This would streamline responses to simpler questions that do not require customized answers.
• The latest information about products should be placed on the company Website. This should include:
• Recently approved agents• Changes in indications for existing agents• Changes in prescribing information• Results from recent important clinical trials• General medical education focused on relevant
disease states (eg, podcasts by experts)
• Customers would be willing to try online chats and the use of an app if they were available through MI services.
• Small sample size of advisory panel may not be representative of customers of MI services.
• Frequent customers of MI services may have different preferences than less experienced customers.
• Customer satisfaction was improved across most parameters measured pre- and post- company split measured by comparing results of customer satisfaction surveys
• Customer satisfaction increased in the 2016 survey, which was conducted after the company split• Possible reasons for this positive outcome might include:
1.Addition of a PharmD in the call center to answer inquiries prior to their being escalated to the internal MI department
2.Integration of MI therapeutic area specialists into medical teams
3.Globalization of Med Info Services
• Healthcare professionals are generally satisfied with all aspects of how MI services handles inquiries, and overall satisfaction increased
• MI services could be enhanced by significant expansion and enhancement of Web-based services, including:• Frequently asked questions and answers• The latest information about company products• General medical education delivered by experts
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