Online Patient Support Excellence: Using Brand Website Services to Grow Loyal Customers
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Strategic Benchmarking Research & Analysis Best Practices, LLC REPORT SAMPLE: Online Patient Support Excellence: Using Brand Website Services to Grow Loyal Customers
Online Patient Support Excellence: Using Brand Website Services to Grow Loyal Customers
1. Strategic Benchmarking Research & AnalysisBest
Practices, LLCREPORT SAMPLE:Online Patient Support Excellence:Using
Brand Website Servicesto Grow Loyal Customers
2. Table of ContentsPROJECT BACKGROUND Benchmark OverviewSTUDY
FINDINGS Online Patient Support Area #1: GETTING STARTED Learning
About the Condition Learning About Treatment Tools for Obtaining
Treatment Online Patient Support Area #2: REIMBURSEMENT AND ACCESS
Support Offered for Gaining Access and Reimbursement Using
Reimbursement Specialists Online Patient Support Area #3: TRAINING
AND ONBOARDING Online Patient Support Area #4: ONGOING SUPPORT
Patient Resources Patients Tools Achieving Online Support
Leadership: Additional Website Analysis Appendix: Additional Case
Examples About Best Practices, LLC
3. BESTPRACTICES,LLC3Study Methodology: Reviewing Online
SupportForteo10 Chronic CareBrands
&BlockbustersOsteoporosisRheumatoidArthritisOncologyCrohns
/ImflammatoryConditionsBenchmarkTheFullScope&RangeofPatientSupportServicesProvidedbyChronicCareProductWebsitesConditionsExaminedProducts
InBenchmarkWebsiteServicesBenchmark Learning about thecondition
Learning about theproduct Tools for obtainingtreatment Help in
gainingaccess &reimbursement Using reimbursementspecialists
Internet-basedtraining andonboarding tools Ongoing patientsupport
resources Patient tools Loyalty programs Achieving
on-lineleadershipImportant Themes &CategoriesFramework
ForConductingReview GettingStarted Reimburse-ment andAccess
Training andOn-boarding OngoingSupport
AchievingOnlineInternet-BasedSupportLeadershipThis internet
benchmark review and analysis studied 10 leading chronic care
productwebsites and their corresponding online patient support
services. The benchmarkframework probed 51 categories that appear
across the patient lifecycle, from beginningtreatment to becoming a
loyal patient who adheres to treatment.Patient SupportFocus:Compare
10 ChronicCare
BrandsEnbrelHumiraRemicadeCimziaBonivaReclastFosamaxSimponiRituxan
4. BESTPRACTICES,LLC4Study Map: Optimizing Online Support
throughout theTreatment LifecycleThe path to online patient support
leadership traverse several critical patient lifecyclephases: from
learning about the condition and starting treatment to developing
andmaintaining product loyalty. The Internet supports a wide array
of tools, informationdelivery, kits, hotlines, access to experts,
and many other critical patient tools.Patient SupportServices
ExcellenceThrough The Web1.Learn aboutCondition:Disease,
Terms,Search & Product2.Learn AboutTreatment: PI,
FAQs,Spokespeople,Testi-monials, Competitors& Alliances3.Align
Treatment Tools:Hotlines, Kits, SignatureSupport,
Directories,Guides7. Support AdherenceThru Updates, Calen-dars,
Reminders,Caregiver Support,Diet & Exercise4. Help
GainAccess:Insurance Q&As,Support, PriorAuthoriza- tion
&Medicare Part D5.
UsingReimbursementSpecialists:Hotlines,Counselors &Experts8.
Offer MaintenanceServices: ProductTravel and StorageSupport,
Tipsheets, Recycling, & WasteDisposal10.Winning
OnlineLeadership: SearchEngine Optimization,Multilingual
Options,etc.6. ProvideTraining &Onboarding
thruAnimation,Graphics, Video,Phone, Internet &Home
Visits9.Offer LoyaltyPrograms & CardsTo Support
PatientAdherence
5. BESTPRACTICES,LLC5Chronic Care Brands Examined:Universe of
Learning: Chronic Care Brands
ExaminedBonivaCimziaEnbrelForteoFosamaxHumiraReclastRemicadeRituxanSimponiThis
study analyzes ten biopharmaceutical product websites and their
associated onlinepatient support services. All of these products
(which are listed below) treat chronicconditions, such as
rheumatoid arthritis and osteoporosis, for which treatment is
oftenexpensive and patient education and long-term support are
essential.
6. BESTPRACTICES,LLC6Patient Support Area #1:Getting
Started
7. BESTPRACTICES,LLC7SAMPLE DATA SUMMARY: Learning About the
ConditionBenchmark brands use the following services and features
on their websites to inform andeducate patients about their medical
conditions and prepare them for critical healthcaredecisions. The
following slides examine the prevalence of each support
feature,highlighting innovative examples from actual brand
websites.Learning About the ConditionBenchmark Average:(% of Brand
Websites Using)Disease State Information xx%Website Medical /
Disease State Glossary xx%Website Search Function xx%Differentiated
Disease versus Product Information xx%(n=10)
8. BESTPRACTICES,LLC8SAMPLE DATA SLIDE: A Medical Glossary
Enriches aPatients Educational ExperienceDoes the brand website
include a medical /disease state glossary?Opportunities
forInnovation: A systematized medicalglossary makes patientsmore
effectivecommunicators in theirinteractions with a physician At
least one site provides adisease state informationsection that
explains theconcept of Bone MineralDensity (BMD) and apatients
resultant T-scoreas a measure of bone healthYes, 20%No, 80%An
educated patient can better engage on each brand service front,
from understandingthe disease itself to understanding how the
product works to treat the disease toeffectively communicating with
a physician to secure optimal treatment.(n=10)
9. BESTPRACTICES,LLC9A Product Timeline Positions Enbrel as a
Treatment LeaderThe product information available on Enbrels
website demonstrates a long clinical historyand timeline of FDA
approval for various treatment indications. For newly
diagnosedpatients, this kind of longevity can engender a sense of
product credibility.Clinical information provides acompelling,
transparent windowinto a products background andestablishes
treatment credibility.
10. BESTPRACTICES,LLC10Unique or Notable Product Features Often
HighlightedDoes the brand website highlight a uniqueor notable
product fact or attribute?Yes, 70%No, 30%Most brand websites seek
to underscore a unique or notable product attribute in someway.
While some brand websites promote clinical success and
effectiveness, otherspromote unique compound formulations or
methods of drug delivery.(n=10)
11. BESTPRACTICES,LLC11Some Product Advantages Are Built into
Brand LogosThe website for Forteo asserts that the product is the
only osteoporosis medicine that canhelp build new bone. This
distinct product advantage is made especially visible topatients
entering the brand website or searching for product information
online: thetreatment benefit is actually integrated directly into
the brand logo.Website declares a singular advantageof treatment
with the product, echoingclaim in brand logo.Visual graphs serve to
demonstrateproduct advantage, namely the ability torebuild bone in
osteoporosis patients.FORTEO Logo:
12. BESTPRACTICES,LLC12Highlight Unique Treatment Features:
Ease and Comfortof UseFor musculoskeletal diseases requiring
treatment by injection, ease and comfort of use arekey product
differentiators. Cimzias website highlights a branded partnership
with thedesigner/manufacturer of its award-winning prefilled
syringe. In so doing, the websitearticulates a crucial product
advantage in terms of quality of life for its users.Oversized menu
tabdraws attention tounique productfeature.Arthritis Foundation
Ease-of-UseCommendation distinguishesproduct in a crucial aspect
oftreatment injection.
13. BESTPRACTICES,LLC13FAQ Pages Impart Product, Disease, and
General InfoDoes the brand website incorporate aresource page that
answers frequentlyasked patient questions (FAQs)?Opportunities
forInnovation: While some websites groupdisease and treatment
infotogether with insurance info,other websites separate thisinfo
into distinct FAQ pages,which may be easier tosearch and
navigateYes, 70%No, 30%Frequently Asked Questions pages collect the
answers to common patient inquiries in aconvenient place and in a
useful format. A well-designed roster of FAQs can engenderpatient
confidence by allaying pressing concerns and pointing toward
treatment andservice solutions.(n=10)
14. BESTPRACTICES,LLC14An In-house, Online Doctor Responds
Directly to FAQsFAQ pages provide one-stop education for website
browsers, passing on a wide breadthof information on treatment and
services from a single webpage. This FAQ page standsout for its use
of video as a medium of response to whichever question is
selected.Multimedia (text andvideo) reinforces patientknowledge and
caters todifferent learning styles.Interactive drop downmenu
engages patientsand enhances websiteexperience.FAQ pages deliver
crucial information in easilydigestible form; fill in key knowledge
gaps.
15. BESTPRACTICES,LLC15Patient Support Area #2:Reimbursement
& Access
16. BESTPRACTICES,LLC16A Glossary of Terms Makes the Insurance
Picture ClearerDoes the brand website contain aglossary of key
insurance terms?Yes, 20%No, 80%Some forms of support are simple:
helping patients understand key terms (such as priorauthorization)
that they will confront in the access and reimbursement
process.Glossaries that help patients navigate the reimbursement
bureaucracy can be empowering.(n=10)
17. BESTPRACTICES,LLC17Patient Support Area #3:Training &
Onboarding
18. BESTPRACTICES,LLC18Injectable Medicines Are Supported by
Nurse HotlinesDo brand website support services includea hotline
staffed with nurses who cananswer patient questions?Opportunities
forInnovation: Nurses are available 8 AM 11 PM, seven days a
week,in two benchmarkedprograms, and 8 AM 8 PM,Monday through
Friday, inanother One brand website enablesyou to Request a
NurseCall at a convenient timeover the InternetYes, 60%No, 40%As
part of their signature patient support programs, some brand
websites provide patientswith the opportunity to speak with
registered nurses who can answer questions and offeradministration
assistance.(n=5)
19. BESTPRACTICES,LLC19Some Brands Provide 7-Day-a-Week Access
toHealthcare ProfessionalsEnbrels patient support phone number
provides patient access to nurses every day of theweek for 15
hours, even though its other services (such as reimbursement and
insuranceassistance) are only available Monday-Friday, 8 AM 8
PM.Link for Report: Online Patient Support Excellence
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