Patient Activation

Background

A global healthcare company headquartered in Europe used best-in-class approaches to launch a rare disease drug in the US. After a year on the market, the leadership team recognized the need for innovative solutions that could help grow business further. We were approached to solve one key question: “How to active more patients for Product X in a way that creates value for patients, providers, and the company?”

Approach

We applied our proven strategic innovation approach, FRAME, CREATE, PRIME, to develop new patient activation solutions for Product X going beyond industry best practices. During the FRAME phase, challenges were identified and selected through stakeholder interviews, a tactics deep dive, field force surveys, and our internal assessment.

Approach

Five core challenges were agreed upon during the frame workshop, and pressure tested to identify the three patient activation challenges that drive the greatest ROI. The output of FRAME helped guide our search in the CREATE phase, where we filtered through 100’s of precedents for best practices in and outside of pharma from those facing similar challenges to Product X. Four winning themes emerged from the most successful orphan drugs:
1. Shape Transitions of Care
2. Increase the Power of the Patient Story
3. Offer Best-in-Class Concierge Services
4. Create Awareness Through Empathy

Output

Key learnings from the most successful orphan drugs and winning precedent insights informed 13 strategic recommendations on how to improve existing strategies, tactics, salesforce training or readiness, and big ideas to active new patients. During the final phase, PRIME, our team worked with the client to operationalize strategic recommendations using implementation tools and frameworks.

Consultant Name

Alexa Yacteen

05.31.2023

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