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The Saatchi & Saatchi Health Product Launch Award

Finalist

Merck/MSD in association with RAPP

SIMPONI for Me - Patient Support Programme


Summary of work

SIMPONI is an advanced subcutaneous biologic which offers life-changing therapy for patients with rheumatoid arthritis, psoriatic arthritis and ankylosing spondylitis, dramatically improving their quality of life and often bringing them from despair to hope. However, initiation of subcutaneous treatment is a stressful time where patients can feel alone and unsupported. Inspired by the best in class patient experience of SIMPONI, SIMPONI for Me is a patient support programme that goes beyond simply educating patients on how to self inject, and provides on-going support and information when they need it the most.

As it was to be launched in multiple markets across Europe, it was crucial that SIMPONI for Me represented the best patient experience in that market. Although EMEA requirements dictate that only a training manual and DVD on self-injecting need to be provided to patients, the team went beyond this to develop a holistic patient journey based on an understanding of patients’ mind-sets at each point in time.

SIMPONI for Me offers patients:

  • A nurse helpline, available 8am to 8pm, 365 days a year
  • An information-packed website
  • Education and news mailed or emailed to patients about SIMPONI and their condition
  • A personalised injection reminder service via SMS, phone or email.

SIMPONI for Me saw collaboration between global and local teams to create a programme that is managed and created globally, but flexible enough to be translated in any language and adapted locally to suit regulatory, privacy and fiscal restrictions.

Eleven European countries are currently enrolled in the PSP, with more to launch this year. Survey results show that a majority of patients on the programme feel it has helped them to manage their treatment better.

Judges comments

“This is a comprehensive and well-developed global patient support programme, which required a collaborative approach from all stakeholders. Local markets are able to easily and effectively customise the global programme to meet the needs of patients.”  

Stakeholder comments

“The SIMPONI Just for Me programme is very helpful and attractive to patients, especially the ‘reminder service’ that is great as it is a practical help service that is there is all day. The programme gives information to the patients so they can understand how the injections work with them.”
Physician, Germany