A recent conversation with a prospective client of ours prompted me to write this post. The client is looking at ways to improve the adoption rate of one of its products by a specific population because, for a variety of reasons, adoption by that segment has been slower than others.
The solution to challenges like these is something we call “connected health.” It refers to strategic relationship management, typically with a digital undercurrent. The adoption issue is a “disconnect” between our client and a particular customer group; the solution is a data-driven relationship strategy that leverages appropriate technology AND provides an engaging customer experience at each touchpoint with the target population.
Here’s a more concrete example of how a different company, Jazz Pharmaceuticals, is leveraging and benefiting from connected health ~
Considering narcolepsy is a serious orphan disease in which over 50% of patients remain undiagnosed, raising awareness of the condition continues to be critical. To help generate demand for XYREM, a drug approved to treat common symptoms of narcolepsy, Jazz put forth several unique, unbranded awareness campaigns, in addition to their standard medical meetings and educational symposia. During a recent earnings call, Bruce C. Cozadd, Chairman & Chief Executive Officer of Jazz Pharmaceuticals, discussed the continued success of XYREM and attributed much of the product’s growth and continued success to its connected health efforts, including:
narcolepsylink.com and morethantired.com | Unbranded, with the exception of a small logo in the footer, websites that allow patients to learn about narcolepsy, find a sleep specialist, and use a narcolepsy symptom screener. Healthcare professionals can also learn how to recognize symptoms, screen patients, and make a diagnosis.
checkmysleep.com | An unbranded, with the exception of the company name in the footer, website that allows patients to complete the interactive Epworth Sleepiness questionnaire, print the results, and find a sleep specialist to bring it to.
swissnarcolepsyscale.com | An interactive assessment tool used by doctors to screen patients for the presence of narcolepsy with cataplexy. Healthcare professionals can also order the Swiss Narcolepsy Scale screening kit, which includes a tearpad and a helpful scoring tool.
Narcolepsy Screener App | A mobile app designed to provide doctors with two on-the-go validated screening tools that can help them screen patients for excessive daytime sleepiness and narcolepsy with cataplexy.