Online Patient Support Excellence: Using Brand Website Services for Condition and Treatment Education

STUDY OVERVIEW

With the Internet a part of everyday life for many people, accessing online tools and services for medical information has become commonplace. For pharmaceutical companies - especially those with treatments for chronic conditions such as rheumatoid arthritis and osteoporosis - it is essential to have websites that effectively educate patients about their medical conditions and treatment decisions.

Best Practices, LLC conducted this research study to showcase effective website tools for informing patients about their condition, treatment options and ways to obtain treatments. Using 10 chronic care product websites, the study shows the strategies and tactics that executives can use to improve their company's product websites and online support services.

KEY TOPICS

• Patient Support Area 1: Learning About the Condition
• Patient Support Area 1: Learning About Treatment
• Patient Support Area 1: Tools for Obtaining Treatment
  

• Brand websites including medical/disease state glossary
• Brand websites including search function
• Brand websites separating disease-specific and product-specific information into differentiated sections
• Brand websites utilizing a celebrity spokesperson
• Brand websites highlighting a unique or notable product fact or attribute
• Brand websites include links to other patient support resources and websites
• Brand websites featuring a directory or search option for finding a local physician or specialist

SAMPLE KEY FINDINGS

• All Brand Websites Provide Disease State Information: All benchmarked brand websites provide written disease state information. In addition, 60% of websites use graphic or animated displays to educate patients on their disease through enriched or dynamic formats.
• Signature Program Cards Incent Patients to Start Treatment & Promote Long-Term Adherence: Many brand websites offer a specialized loyalty or savings card, often issued as part of a greater signature patient support program. These cards not only make treatment more affordable for patients but also foster longer-term adherence and brand loyalty.

The study framework probed 10 chronic care product websites and their approaches to patient support. Benchmark products examined include: Boniva, Cimzia, Enbrel, Forteo, Fosamax, Humira, Reclast, Remicade, Rituxan, and Simponi.

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