It s Only Super If You Take It

Transcription

1 A DIFFERENT KIND OF TED TALK It s Only Super If You Take It 1

2 11/6/2015 Not a TED Talk. It s a TAD Talk. From Groucho to Superhero Brand-name drugs are just generics in disguise. If you re not taking your prescriptions as directed, you re taking a chance. 4 2

3 Our Engagement Approach Community Awareness Employers, Employer Coalitions Increasing Generic Drug Use Physician, Health Care Provider Hospitals, Community Leaders Members 5 Generics Background In 2005 projected potential savings from generic drugs totaled $880 million across upstate NY. 6 3

4 Pharma's ad spend vaults to $4.5B, with Pfizer leading the way. - Kantar Media, March 2015 DTC legal in U.S. in 1985 Significant jump in 1997 when FDA eased rules on listing side effects Up 18% year over year Pfizer Top-10 advertiser ahead of Verizon, Toyota and Chrysler 7 Elevate Fill Rates of Generic Drugs Consumers know generics will save them money Some believe generics are inferior Influencers are key physicians, pharmacists 8 4

5 Multi-Prong Educational Approach Quality, Value, Effectiveness Employers Consumers Physicians/ Pharmacists Help them promote generics as safe and effective Discussion guides Direct mail Office and pharmacy posters Educate on cost savings; help motivate staff Direct mail Toolkit: posters, payroll inserts, blasts, tent cards, etc. Overcome misconceptions; motivate to request generics News coverage Advertising: TV, print, radio, outdoor Groucho Events 9 Overview Click here to play video. 10 5

6 Generics Tactics TV Spot 11 Starting the Conversation 12 6

7 Community Awareness Groucho Events 13 Results By 2009 realized savings across upstate NY totaled $853M 14 7

8 Quick Poll Raise your hand & keep it up: If you have ever taken any kind of prescription drug? If you ever missed a dose or stopped taking it before the end date? 15 The Medication Adherence Issue Keep watch also on the fault of patients which makes them lie about taking of things prescribed. - Hippocrates, circa 500 B.C. Drugs don t work if people don t take them. - C. Everett Koop, 1985 Increasing c g the effectiveness ec e ess of adherence e interventions e may have a far greater impact on the health of the population than any improvement in specific medical treatments. - World Health Organization,

9 From Generics to Medication Adherence 17 Early Concept 18 9

10 Early Concept 19 Introducing the Superhero: TAD 20 10

11 Our Engagement Approach Our approach still begins with research to educate key community stakeholders and news media about the issue. 21 Less than half of patients continuously take medication as directed 22 11

12 Factors Causing Non-adherence 24% Forgetfulness 20% Undesirable or debilitating ti side effects 17% Medication was too costly 14% Decided they didn t need the drug 10% Difficulties in getting the prescription filled The Hidden Epidemic: Finding a Cure for Unfilled Prescriptions and Missed Doses, December, The Boston Consulting Group and Harris Interactive. Available at Accessed August 16, Impacts of Non-adherence 24 12

13 Impacts of Non-adherence in Upstate New York # of Adults Non- Adherent to Medication Non-Adherence-Related Incremental, Direct Medical Costs (Annual) High Blood Pressure 388,000 $1.5 Billion Diabetes 165,000 $621 Million High Cholesterol 493,000 $620 Million Depression 292,000 $126 Million 25 Impacts of Non-adherence in Upstate New York 26 13

14 Excellus Initiatives to Improve Adherence 27 Community Awareness 2014 and 2015 Campaign Elements 2014 Pi Print Outdoor Radio Press Releases Special Events Newsletter & Statements Grassroots Efforts Community/Employer Toolkit 2015 TV Radio/Pandora Cinema Digital/Web Special Events Newsletter and Statements Grassroots Efforts Community/Employer Toolkit 28 14

15 Excellus Initiatives to Improve Adherence Take As Directed (TAD) Media and Community Campaign Across all Upstate NY markets in 2014 Rochester & CNY focus in Print Campaign It s Only Super If You Take It 30 15

16 Outdoor Campaign It s Only Super If You Take It 31 Premium, Mascot & Signage It s Only Super if You Take It Press Conference Signage Community Event Signage Mascot Costume Magnets & Pill Boxes Cape Premium 32 16

17 Bringing TAD to Life TV Spot and World Record Event 33 Web Link

18 Community Tool Kit Assets It s Only Super If You Take It Fact Sheets Pamphlet Insert Stuffer 35 Community Tool Kit Assets It s Only Super If You Take It Magnets Mirror Cling Poster Flyer Spanish Poster & Pamphlet 36 18

19 Member Newsletters & Statements It s Only Super If You Take It Member Newsletter Member Health Statement 37 Bringing It All Together Refill reminder programs Reducing member cost share for chronic meds Pharmacist-provided medication therapy management (MTM) programs Education and communication materials for patients Care Management Programs 90 day supplies/mail order programs Provider Collaboration 38 19

20 Bringing It All Together Prime Time Sister Circles Community based African American women ages Interactive mutual support in managing chronic health issues Action for a Better Community (ABC) Program designed to connect to parents, grandparents and staff at the Head Start Centers Models to be used by other multiservice community based organizations IBERO American Action League Hispanic services provider of chronic disease management 90% participation for those with diabetes and heart disease Trillium Traditional HIV/AIDS service provider expanded to serve LGBT community Program launched to 9 groups serving 100 unduplicated individuals in 2014 Church of Love & Faith Center African American church with active health engagement program Integrates prevention, regular monitoring of chronic conditions, weight loss and exercise PathStone Operator of multiple housing facilities and chronic disease management in the Rochester region Approaches to be expanded in other housing locations with high a concentration of disabled people 39 National and Regional Recognition It s Only Super If You Take It The Take As Directed campaign has received national and regional honors from: National PRSA Silver Anvil Awards Rochester PRSA Prism Awards AMA/Rochester Pinnacle Awards National HERMES Creative Awards 32 nd Healthcare Marketing Report Advertising Awards AMCP MarCom Awards 40 20

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