Pharmaceutical companies use disease state awareness programs to raise awareness among consumers and healthcare practitioners about a disease or health condition, especially those that are not widely understood or recognized. While these awareness programs do not mention potential therapies, typically companies do awareness programs around conditions that they have therapies for, or are developing therapies for.
The principal goal of disease state awareness programs for HCPs is to help them better diagnose diseases through a complete understanding of the clinical and physical traits of the disease. Disease awareness programs are considered vital for orphan products given that these therapies are for patients who are often difficult to diagnose.
Best Practices, LLC conducted this short study to inform biopharmaceutical organizations about current approaches to disease awareness programs for orphan products. Using three orphan products as examples, the study explores program goals, content, timing and execution for each of the three products.
KEY STUDY QUESTIONS
- Business Issue/Study Questions
- Metreleptin Case Study
- Soliris Case Study
- Kalydeco Case Study
- Qualitative Insights
SAMPLE KEY FINDING
- What were the goals for the disease awareness program?
- What was the content of the disease awareness program?
- When was the disease awareness program launched?
- Who executed the disease awareness program?
Sales is not Involved in disease education until post-launch, if at all. There is a general consensus that sales – even specialty sales – is not involved in disease state education for orphan products. This is particularly true pre-approval and pre-launch. Organizations rely on their medical or scientific field force to execute disease awareness for HCPs. It appears some organizations use specialty sales for general education post-launch but they do not handle discussions around science, treatments or off-label uses.
Best Practices, LLC reviewed three orphan drug Disease Awareness programs – two approved products and one that is under review. Researchers performed secondary research and primary research that included interviews with two vendors that have done orphan product Disease Awareness and two medical affairs leaders from organizations that have orphan products.