A dermatology manufacturer had several challenges impacting their products and sales team. Basic communication to the physician offices and the patients was inadequate where you would expect it to be heightened, for an oral product with a challenging and limited time frame to dispense. Combined with an extensive REMS component for the product, ordering challenges, coordinating additional patient tests and office visits brought frustration to the manufacturer’s new sales team.
Additionally, the company had 5 topical steroid products that were not gaining sales momentum due to the lack of a dedicated team assisting the physicians and patients. The current disjointed support program was too impersonal, reporting did not provide enough detail to assist the sales team and their customers with navigating the complex system.
Our group recommended to transition the dermatology patient support program from a limited distribution, pharmacy direct to a fully integrated HUB program; a concierge program for the prescriptions. The core product was a branded isotretinoin.
Time to transition was scheduled for 6 months. A comprehensive review of the existing program’s standard operating procedures was done to identify known and potential gaps. This lead to several collaborative, brainstorming sessions to best understand the brand messaging, clinical benefits of the products and current sales challenges. Solutions were crafted that would bring the best results. Baseline metrics were recorded from the current vendor, and a new and improved program was implemented. We began by hiring the initial team to support the oral isotretinoin product only. The goal was to provide a dedicated case manager and reimbursement specialist to be the single point of contact for each territory to assist with benefits, prior authorizations, and REMS compliance for expedited shipping within the time restrictive window. Workflow was prioritized based upon the original, required recorded test results and the date the referral was received. The introduction of welcome calls to the patients were customized and prioritized based upon male and female population segments. Communication templates were drafted to use at designated points during the process to ensure physicians and their staff were aware of progression and blockers, so intervention could occur timely.
Hourly data feeds were established to transfer prescriptions ready to fill to the pharmacy partners in the newly expanded network. By conducting the benefits investigation and understanding the in-network pharmacy with the patients’ insurance, we decreased the time to fill by eliminating multiple triages to the appropriate dispensing location. Slowly, volume began to increase over the first 3 months, and physician satisfaction with the program was being heard by the manufacturer’s leadership team. Additionally, the accompanying topical steroid suite was integrated into the program as this product line was suffering in sales due to the lack of patient support and service at the specialty pharmacy.
An independently owned company, PharmaCord provides services to biopharma manufacturers supporting the commercialization of specialty products. The company is the connector between manufacturers, patients, physicians and payors. Solutions drive efficient and rapid therapy initiation and increased patient engagement.