THE MOST POWERFUL VOICE

THE MOST POWERFUL VOICE

FOR yOUR bRand...

IS OFTEn THE PERSOn

InTO adVOCaTES:

TURnIng PaTIEnTS

WE PROVEd THE COnCEPT

It’s not advertising. It’s not PR. It’s not even social

media. Patient advocacy programs are much different animals. Done well, a patient advocacy campaign can increase awareness of your brand, encourage patient-physician conversation and

serve as a catalyst to new prescriptions and new trials. We know it works because we’ve done it for a breast cancer therapy and two MS medications. Is it worth considering for your brands?

THIS IS THE MOST CHaLLEngIng

EnVIROnMEnT In THE HISTORy

OF HEaLTHCaRE MaRKETIng

But you already know that. In the face of increasing regulatory pressures and scrutiny, it’s harder than ever to tell your brand’s story and benefits in a clear, convincing way. That’s why it makes sense to let the people who rely on your brand most— your patients—to tell that story for you. When they share their experiences, honestly and authentically, people listen. Especially the people who need to hear your story most: individuals facing the health challenges that your brand addresses.

More than word-of-mouth marketing, well-executed patient advocacy programs create loyal brand ambassadors who are empowered and energized on behalf of your treatment. Their “cause” is making a difference in the lives of people with whom they closely identify—patients seeking advice and information from a trusted source.

PaTIEnT adVOCaCy

IS nOT EaSy

Patient advocacy requires an in-depth understanding of your patients, your treatments, the competitive landscape and more. It typically involves multiple channels of communications, smart digital solutions and a careful handling of regulatory issues. But the results can be impressive. Our programs have increased the therapy retention rate of current patients, recruited new patients, generated referrals and created support communities that have increased brand loyalty.

anyOnE Can FInd THE dOTS.

WE COnnECT THEM.

PaTIEnT

RECRUITEMEnT COMPLIanCE_TRaInIng

OnLInE COMMUnITy

nURSE & PHySICIan COMMUnICaTIOnS COnnECTIng adVOCaTE REqUESTS EVEnT MaRKETIng SOCIaL MaRKETIng

CaSE STUdy:

THE VOICES OF MaMMOSITE

®

Each year, almost a quarter of a million women are diagnosed with breast cancer. Of them, more than half are clinically eligible to receive MammoSite therapy—targeted, 5-day radiation therapy that offers significant clinical benefits over traditional radiation. However, in 2007, studies indicated that some 40% of the women diagnosed with early-stage breast cancer underwent mastectomies instead. Others underwent 5-6 weeks of traditional radiation. Clearly, traditional advertising and physician communications were not working hard enough.

CREaTIng a

COMMUnITy

VOICESOFMaMMOSITE.COM DDCworks created a program that allowed

women who were happy with their MammoSite treatments and results to become ambassadors for the brand. After arming them with information and fostering opportunities to connect with other recently diagnosed women facing critical treatment decisions, patients became powerful advocates, using the power of their own stories and voices.

PHySICIan MaILER

PaTIEnT bIRTHday CaRdS

PRInT adVERTISIng

The strength of this program was the women who lived it. Allowing them to be themselves, to tell their stories and share their experiences in their own way, added credibility and authenticity to the MammoSite story. DDCworks also created and grew the online MammoSite community, building a place where newly diagnosed women could read the stories and watch the videos of patients, and then reach out to them for support.

WELCOME KIT

CREaTIng a

COMMUnITy

THE VOICES OF MaMMOSITE

RESULTS

OnE In THREE WOMEn who visited voicesofmammosite.com received MammoSite therapy.

MORE THan 200 aMbaSSadORS FROM 30+ STaTES.

The program featured

shared their stories, gave talks, participated in breast cancer walks, blogged and distributed literature. They even joined a grassroots poster campaign to remind women to get their mammograms.

aMbaSSadORS COUnSELEd nEWLy dIagnOSEd PaTIEnTS,

Doctors referred patients to the site, where OnE In FOUR VISITORS REad

CaSE STUdy:

MS aCTIVEVOICES

There are over a quarter of a million people in the United States living with multiple sclerosis, and each person has a unique experience with the disease. Because MS affects each person differently, and many of the symptoms are invisible, it’s difficult for patients to find support from someone who understands exactly how they’re feeling. Biogen Idec is a leader in the MS community, offering two different treatment options— Avonex® _{and Tysabri}®_{. Recently, Biogen}

launched a new series of programs, offering nursing, financial and emotional support to their patients. But how can a company connect with patients who already feel isolated and let them know that there are people out there who understand and are ready to listen?

HELPIng PEOPLE FInd SUPPORT

by FIndIng EaCH OTHER

DDCworks created an online support community, where people who were newly diagnosed with MS or were considering changing therapies, were able to search for and connect with mentors—fellow MS patients who were able to share their own experiences of living with the disease. This program was multifaceted, and required many technical challenges to meet corporate and governmental regulations. DDCworks worked with Biogen Idec to identify which patients would make excellent mentor candidates. We then created an online tutorial program, to ensure patients completed the necessary compliance training. Once mentors were approved, their profiles were uploaded to an online portal community, similar to Facebook. Online, mentors could read profiles, exchange experiences and support one another, in addition to answering mentor requests.

Once the program was up and running, an awareness-building marketing program—including advertising, grassroots marketing, SEM and website recruitment—all drove potential mentees to the mentor site. There, they could search through mentor profiles and email someone with similar experiences.

PaTIEnT TESTIMOnIaLS adVOCaTE PORTaL WEbSITE

PRInT adVERTISIng

RECRUITMEnT VIdEO

WELCOME KIT

RECRUITMEnT bROCHURE

MS aCTIVEVOICES

RESULTS

OVERaLL WEbSITE TRaFFIC TO Since launching the mentor program,

MSaCTIVESOURCE.COM HaS InCREaSEd 44%.

OVER 1,200 MEnTOR/MEnTEE COnnECTIOnS have been made through the activevoices.com website. OVER 100 nEW MEnTORS HaVE bEEn addEd.

LET’S TaLK

If you’re interested in learning how you can communicate your story more powerfully to the people who need to hear it the most—using the people who understand it the best—give us a call.

Mike

Mike Diccicco Partner, President & CEO [email protected]

p: 484.342.3600 x207 f: 484.342.3602

ddcworks.com

ddcworks.com

1200 River Road | Suite 300 East | Conshohocken, PA 19428 484.342.3600 | ddcworks.com