value of awareness, education, training on motivation & compliance

Value of Awareness, Education,

Training on Therapeutic

Motivation & Compliance of

Diabetic PatientsDiabetic Patients

by Manas Kanungo

THE HARVARD - JOSLIN - SBD PROGRAM in Brazil

OBJECTIVE

Brazil: Lilly / Roche (BMC) Business Results

Copyright 2009: Manas Kanungo 2

OBJECTIVE

“ PROVIDE EDUCATIONAL & CLINICAL TRAINING TO ENHANCE

THE QUALITY OF DIABETES CARE IN BRAZIL ”

1996 – 1998

Source: Internal Data

THE HARVARD - JOSLIN - SBD PROGRAM

SPECIFICS:

• INCREASE AWARENESS OF DIABETES w/MEDIA, INFLUENCERS, PROFESSIONALS



• PROVIDE EDUCATION MATERIALS, TOOLS FOR PROFESSIONALS, PATIENTS

• PROVIDE CLINICAL TRAINING FOR DIABETES PROFESSIONALS:

ENDOCRINOLOGISTS, DIABETOLOGISTS, PRIMARY CARE PHYS., GENERAL PRACTITIONERS,

PSYCOLOGISTS, NURSES, DIETICIANS, NUTRITIONISTS, PHYSIOTHERAPISTS, ODONTOLOGISTS


DETAILS:

• A 3 - Yr PROGRAM TO HELP DEVELOP THE DIABETES MARKET IN BRAZIL

• CONTENTS and IMPLEMENTATION CO-DEVELOPED and CO-MANAGED



• CONTENTS and IMPLEMENTATION CO-DEVELOPED and CO-MANAGEDBY HARVARD MEDICAL INT’L, JOSLIN CLINIC, and BRAZILIANDIABETES ASSOC. (SBD)

• PROGRAM COST: $ 2.1 MM - ELI LILLY: $ 1.5 MM FOR ALL PHYSICIANS

- BMC / ROCHE: $ 0.6 MM FOR ALL EDUCATORS


PHYSICIANS PROGRAM

1. TWO DEDICATED, BY INVITATION ONLY, SYMPOSIUMS ATTENDED BY 1,200 ENDOCRINOLOGISTS (WHO PRE-PAID THEIR ATTENDANCE COSTS)



2. FIFTY EIGHT PROFESSIONAL COURSES & WORKSHOPS IN 58 CITIES,

ATTENDED BY 4,969 GPs AND 5,493 DIABETES PROFESSIONALS

3. TWELVE FELLOWSHIPS TO H-J FOR EMERGING ENDOCRINOLOGISTS


EDUCATORS PROGRAM

1. TWO MEETINGS ATTENDED BY CORE TEAM OF 21-33 EDUCATORS



1. TWO MEETINGS ATTENDED BY CORE TEAM OF 21-33 EDUCATORS

2. TWENTY THREE COURSES IN AS MANY CITIES ATTENDED BY 2,570:

NURSES, NUTRITIONISTS, PHYSIOTHERAPISTS, PHYSICAL TRAINERS,

PHARMACISTS, ODONTOLOGISTS, SOCIAL SERVICE WORKERS,STUDENTS, AS WELL AS GPs AND PSYCOLOGISTS

3. LILLY GLOBAL PROGRAM & TRAINING FOR FOUR AT JOSLIN CLINIC


DIABETES BUSINESS OUTCOMES

1. RE-ESTABLISHED LILLY’S CREDIBILITY AFTER RE-ENTRY IN BRAZIL



2. ACCLAIMED & RECOGNIZED AS DIABETES LEADER BY 83% OF ENDOS

3. SHARE GAIN FOR LILLY ONE YEAR AFTER LAUNCH: 4.2%

4. ACHIEVED #1 IN BRAND RECOGNITION, RECOMMNEDATIONS, AND LEADERSHIP

IN MONITORING BUSINESS IN ONE YEAR; #1 SHARE (>40%) IN 2 Yrs


DIABETES BUSINESS OUTCOMES … contd.

5. NEW DIAGNOSIS INCREASED TO 29% IN TWO YEARS



6. TEST FREQUENCY INCREASED FROM 3-4 / MONTH TO 3-4 / WEEK

7. SIGNIFICANTLY RAISED COMPETITIVE BARRIERS FOR NEW ENTRANTS

8. SALES TEAM RECOGNIZED AS # 1 FOR ITS KNOWLEDGE OF:

- DIABETES, PRODUCT AND TREATMENT

- EDUCATION AND TECHNICAL MATERIALS

OCT ‘97 SURVEY RESULTS - 200 ENDOs*

• ALL WORK IN PRIVATE CLININCS, 65% WORK IN HOSPITALS WHERE THEY HAVE

INFLUENCE OVER THE MONITORING SYSTEM PURCHASED

• 17% OF THEIR DIABETIC PATIENTS ARE TYPE -I, OF WHICH 58% USE MONITORS



• 17% OF THEIR DIABETIC PATIENTS ARE TYPE -I, OF WHICH 58% USE MONITORS

• 79% OF THEIR DIABETIC PATIENTS ARE TYPE -II, OF WHICH 33% USE MONITORS

• MOST RECOMMEND TESTING 2-3/DAY FOR TYPE -I, 1/DAY TO 3/WK FOR TYPE -II

• 60% RECOMMEND MONITORS, BASED ON PRICE, QUALITY, EASY TO USE

* NOTE: 200 Endos represented 10% of all Endos at the time.

OCT ‘97 SURVEY RESULTS - 200 ENDOs

• 60% OF THOSE WHO RECOMMEND MONITORS, RECOMMEND ADVANTAGE

• PRICE IS THE MAIN REASON FOR NOT RECOMMENDING MONITORS, ETHICS 2nd



• PRICE IS THE MAIN REASON FOR NOT RECOMMENDING MONITORS, ETHICS 2nd

• YOUNGER, FEMALE ENDOs MORE LIKELY TO RECOMMEND MONITORING

• ALL VALUE IMPORTANCE OF EDUCATION PROGRAMS

• HARVARD - JOSLIN - SBD PROGRAM ACCLAIMED BY 83% OF THOSE SURVEYED

OCT ‘97 SURVEY RESULTS - 200 ENDOs

% WHO INDICATED WHICH SALES REPs WERE BEST FOR :

BM / LILLY ABBOTT / BIOBRAS BAYER ASTA MEDICA

DIABETES KNOWLEDGE 52% 33% 7% 2%

VISIT FREQUENCY 50% 40% 8% 1%



VISIT FREQUENCY 50% 40% 8% 1%

DEMO SUPPLIES 32% 36% 10% 1%

TECH, EDUCATION MATERIALS 42% 34% 7% 2%

PRODUCT KNOWLEDGE 52% 40% 8% 1%

TREATMENT KNOWLEDGE 45% 30% 5% 1%

POST-SALES FOLLOWUP 41% 33% 6% 1%

DEC ‘97 - MAR ‘98 CONSUMER SURVEY RESULTS

• 29% WERE NEWLY DIAGNOSED WITHIN PAST 2 Yrs - (POST ADVANTAGE LAUNCH)

• 70% ARE DIAGNOSED BY GPs, 12% BY ENDOs, 8% CARDIOLOGISTS



• 70% ARE DIAGNOSED BY GPs, 12% BY ENDOs, 8% CARDIOLOGISTS

• 54% ARE TREATED BY GPs, 35% & MOST SELF-TESTERS BY ENDOs/DIABs

• 84% VERY SATISFIED w/METERS: 94% EOU, 94% SPEED, 92% ACCY, 86% SIZE

• 77% CHOSE FOR FEATURES: 43% SIMPLE / EOU, 37% ACCY, 25% SPEED, 22% MEM

DEC ‘97 - MAR ‘98 CONSUMER SURVEY RESULTS

• 77% BOUGHT METERS WITHIN PAST 2 Yrs - (POST ADVANTAGE LAUNCH)



• 48% BOUGHT DUE TO HCP RECOMMENDATION

• 45% USE ROCHE STRIPS: 32% ADVANTAGE, 8% GLUCOTREND, 5% HgT

• 16% USE BAYER STRIPS, 16% ONE TOUCH (LIFESCAN), 13% PRECISION (ABBOTT)

value of awareness, education, training on motivation & compliance

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