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How to break down the barriers to patient enrolment
In a survey of more than 360 healthcare professionals (HCPs) in France, Germany, the United Kingdom, and the United States, just 40% reported being ‘very aware’ of pharmaceutical companies' patient services*. The research also revealed that nearly half of HCPs hear about patient services less than 25% of the time they meet with sales reps. When they do hear about patient services, respondents say that only 30% of pharmaceutical sales representatives present services in terms of their ability to improve patient outcomes.
In Step 4 of our patient support series, we discussed the huge benefits of integrating channels and data. In the final instalment, we look at one the biggest hurdles to successful patient support programmes: patient enrolment.
Step 5: Enrolment tactics
Sometimes even the best patient support plans run into resistance and lead to little or no enrolment in the programme. This doesn’t mean that the entire programme needs to be scrapped, but it does call for a different, more intensive approach to getting HCPs and patients to take notice and understand the benefits of enrolment.
Field force and nurse teams
The commercial field force has a critical role to play in helping HCPs understand how to select appropriate patients for therapy, educate them on the benefits of the patient support programme, and explain how to easily enrol their patients.Our top tips on activating the sales force and other teams for patient enrolment:
- Ensure the patient support programme is embedded into the brand strategy or you won’t get the commercial field force on board – see our blog post on collaboration for more on how to achieve this
- Use your nurse teams as well as sales teams to sell in the benefits of enrolment and help identify appropriate patients
- Equip and train field force and nurses with the right messages and materials
- Consider utilising a patient service team as a highly effective and cost-efficient additional resource to promote the programme
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