Marketing Challenges
- To determine patients’ preferences in the administration and dosage regimen of a specific medication compared with three different Biologic DMARD agents
- To determine potential impact on prescription rates
Creative Strategy
Conducted 30-minute, semi-structured face-to-face interviews in Rheumatoid Arthritis (RA) and Psoriatic Arthritis (PsA) patients who qualified via a standardized telephone screening questionnaire. The face-to-face interviews consisted of a series of structured questions to ascertain the patients’ opinions and preferences on the mode of administration of three different Biologic DMARD agents currently approved by the Food and Drug Administration (FDA). The patients were shown different “storyboards” depicting the preparation and administration of the various Biologic DMARDs, after which they provided some general impressions on the treatment approach and completed a series of standardized questions.
Media Mix
To maximize the opportunity to replicate the results of the prior RAPP study, a similar study design and nearly identical materials were used. RRI in collaboration with Abbott Laboratories developed the study protocol and modified the screening and interview questionnaires. A complete statistical plan for this study was developed in consultation with Dr. Robert Balshaw, director of Biometrics for Syreon (RRI’s strategic data analysis partner). The sponsor reviewed and approved the protocol and statistical plan, as well as the questionnaire modifications. A marketing communications company developed the storyboards and provided them to RRI. These were derived from information obtained in the package insert, product labeling and patient starter kits for each of the Biologic DMARDs assessed in this study.
Results
A total sample of 323 patients with RA (n=169) and PsA (n=154) across five geographic markets participated in this study. Patient preferences for several parameters related to method and convenience of administration for three currently approved Biologic DMARDs or BRMs among patients with RA and PsA were evaluated. The key parameters assessed included:
- Comparative evaluation of administration approaches
- Overall preferred administrative approach
- Self-injection product comparison questions
The patients observed in this study showed typical characteristics for the population targeted by the protocol, though the number of original patients previously treated with a Biologic DMARD compared to those who were Biologic DMARD-naïve (denoted DMARD or systemic patients in this analysis) was higher than planned.
Patients in this study expressed a clear preference for the product presented in storyboard N1. These results were observed in both RA and PsA patient populations, as well as in each of the strata (BRM patients as well as in the DMARD/systemic patients). This preference is observed in each of the specific treatment characteristics as well. Specifically, among the subset of patients who expressed an overall preference for one of the self-injectables, each subgroup examined expressed a strong preference for the dosing frequency presented in storyboard N1 over N2 (weekly dosing).
The results of this study suggest a strong preference by both RA and PsA patients for the method, convenience of administration and dosing frequency for the medication.
