Pharmaceutical Companies Can Use Information To Enhance Marketing Efforts

Armen Hareyan's picture
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Global pharmaceutical companies now can use country-specific information from Cegedim Strategic Data (CSD) to gauge how patients suffering from similar ailments react to a multitude of treatment regimens. The data, gathered from prescribers, tracks onset of diseases, as well as the specific medications used at various disease stages and in specific patient populations.

CSD's first syndicated Patient Diary Study (PDS) was conducted for the German diabetes market. Sixty-nine physicians reported 773 diabetes patient cases from January to March 2007. Among the results, the data showed that metformin, glimepiride and Lantus are significantly the most prescribed drugs for Type 2 diabetes patients (45 percent, 18 percent and 10 percent of the prescriptions, respectively).

CSD also conducted the same PDS study for the diabetes market in France. One-hundred physicians actively participated by submitting anonymous diabetic patient records from May to July 2007, totaling nearly 1,500 patient cases. Results show that there is a statistically significant difference among Type 2 diabetes patients in terms of treatment. While recent patients are prescribed more Biguanides, those patients diagnosed over five years ago are more often prescribed insulin and glitazone.

CSD is actively developing similar syndicated PDS studies for other therapeutic areas internationally. Custom PDS studies can also be deployed for any therapeutical class in 58 countries. Pharmaceutical companies then can use the data to track the impact of their marketing efforts among prescribers and determine what changes may be necessary.

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This innovative PDS methodology includes a robust sample of specialists, nurses and/or general practitioners who participate in a panel and regularly provide real patient case information on a given therapeutical class. This information includes detailed treatment, prescription changing, patient profile, etc. The physicians receive an honorarium for their work.

The patient diary is divided into three main parts, all of which are crucial to understanding and monitoring how prescribers treat various patient types.

-- Prescription Market Share: Monitors the percentage of prescriptions by brand among GPs and specialists. The percentage can be predefined by individual brands or by therapeutic class.

-- Dynamic Segments: A particularly actionable benefit of PDS is the information illustrating prescription movements within the treatment algorithm (i.e. brand switch, combination therapy) and repeats.

-- Patient Profile: Compares prescribed treatment between different clusters of patients (i.e. most prescribed treatment for obese patients).

"This new offer comes on the heals of other recent new offerings, such as our Launch Kit Package, and our announcement of a partnership with a USA patient-level data provider," said Milena Brankova, Americas Regional Director of Cegedim Strategic Data. "The new PDS offering is one more sign of the serious attention CSD is paying to the US market and further servicing of our large base of US clients."

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