Why pharma should invest in evidence-based physician education

For years, many manufacturers have assumed that pre-market physician education was not strictly necessary unless their brand was the first to market or had a novel mechanism of action. With the advent of precision medicine, however, ongoing disease state education has become increasingly critical. Today’s molecular-targeted therapies have very different treatment paradigms, not to mention cost structures.

While it stands to reason that purportedly curative therapies, like those for hemophilia, would require more intensive education campaigns, the need for greater pharma investment in physician education is not limited to precision medicines. Evidence-based physician education is now an essential element of market access planning for any new drug, regardless of whether it is the first therapy in an indication or the fourth.

The role of first-to-market manufacturers

Manufacturers of first-to-market therapies reap the benefits of providing the first therapeutic option for patients in need, but they also assume the tremendous responsibility of comprehensive disease state education. Until the advent of the first therapy, specialists are just treating symptoms. They may be familiar with the diagnosis and know which protocols are best, but they are unlikely to know the latest research on disease progression, or which clinical factors matter most.

Manufacturers of breakthrough drugs often rely on real-world data to find diagnosed patients and their treating physicians. To develop a strong physician education program, manufacturers must ensure that the physicians involved with their clinical trials become true key opinion leaders (KOLs). They should be tapped to provide disease state education to their peers—and specifically to potential prescribers—in published research and public commentary.

Using real-world data to select optimal trial sites and improve enrollment is also pivotal for a manufacturer’s physician education initiatives. Physicians who enroll multiple patients in a clinical trial are also poised to become KOLs for the new therapy. Once a brand comes to market, they can provide first-hand anecdotes about how therapy impacted their individual patients.

Fortunately, much of this physician disease state education can be done before a drug is approved. If a manufacturer’s KOLs have successfully raised awareness about the latest research and the imminent release of a breakthrough drug, physicians will be eagerly awaiting its launch—and the manufacturer will not experience a lag in sales. In fact, research indicates that pre-launch medical KOL education increases treatment adoption in the first six months after launch by 150%.

Ongoing education on brand differentiators

For subsequent therapies in an indication, disease state education remains critical. Developers of these therapies shouldn’t rely on the broad education provided by the first-to-market manufacturer, as research will have evolved considerably in the interim. Along with additional education on the overall disease, manufacturers should also stress their product’s differentiators. As a third-to-market therapy is likely treating a nuance of the disease that other drugs did not, it’s important to fully explain how it benefits patients, and which patients are ideal candidates.

This is especially true for cell and gene therapies, which are changing the structure of a patient’s gene or their messenger RNA. Using real-world case studies, physicians must be taught how to identify a particular subset of the total disease population and apply eligibility criteria for new medications. While a drug’s label may state that patients should take an FDA-approved genetic test to determine eligibility, the exact test is not always specified. Manufacturers must educate physicians on the testing process—including policy and reimbursement requirements—so they can quickly diagnose patients and begin treatment.

Refining a brand’s value proposition

Early physician education also helps pharma companies zero in on the most persuasive value proposition for their new drug. Long before FDA approval, manufacturers should take the pulse of relevant physicians to understand their perceptions of the available treatment options. Are physicians reluctant to use a specific therapy because of its side effects? Charting treatment pathways and provider preferences can help pharma companies better determine an agent’s key differentiators.

Targeting well-known and influential physicians who specialize in the relevant therapeutic area can also give manufacturers perspective on how their brand will likely be received. Before a drug hits the market, pharma companies should research how physicians are currently treating patients in this indication. What treatment protocols have already been tested, and what’s been most effective thus far? How will the new brand be more beneficial than its competitors?

Physician education and research also helps manufacturers refine their messaging for their existing portfolio. After a drug has been on the market for a while, it’s important to keep an eye on HCP perspectives. Are new side effects now being discussed in the physician community? Do physicians need additional education on eligibility requirements or prescribing scenarios?

Avenues for reaching targeted physicians

Pharma companies aren’t always sure how to go about physician education, even when they understand that it’s necessary. Physicians learn about new medications in myriad ways, from continuing education workshops to industry journals and manufacturer communications. Which is the best avenue for disease state education?

Research shows that physicians place a high value on in-depth disease state conversations with medical science liaisons (MSLs), who are becoming a primary driver of HCP engagement. Specialists are often receptive to discussing their therapeutic area with an MSL, who can point out relevant clinical data and offer a more research-oriented view. Multi-channel engagement models, in which manufacturers offer just-in-time content personalized to the physician, are now common.

Online medical communities, in which physicians speak directly to each other in specialty- and indication-specific groups, are also an immensely valuable resource for pharma companies. KOLs can share their patient treatment experiences with other specialists, detailing which factors lead them to prescribe one drug over another and discussing outcomes. They can dialogue with peers about the best treatment paths for certain subsets of the population, share clinical trial information, and spread awareness about new therapies on the horizon.

Peer-to-peer physician education can be particularly useful for complex disease states and indications which are commonly misdiagnosed. Physicians who are struggling to diagnose an individual patient often seek advice from their peers in a specialty community. For example, a specialist might share specific lab tests or secondary symptoms to help other specialists differentiate between blastic plasmacytoid dendritic cell neoplasm (BPDCN) and acute myeloid leukemia (AML).

Fulfilling the demand for evidence

Manufacturers are used to providing evidence-based education to payers. Along with a drug’s clinical efficacy data, they share cost-benefit analyses on the long-term financial impact of treating a patient population. They track comorbidities and disease progression, amassing evidence to educate payers on why an expensive drug is more cost-effective than it first appears.

Manufacturers must also practice the same kind of evidence-based education with physicians. Early and continuous disease state education can help physicians recognize the clinical factors that indicate a patient will respond well to a particular therapy. Physicians are aware that the standard of care is always evolving, and they’re curious about new treatments. Pharma companies should invest in education initiatives that help HCPs apply the right treatment paradigm to the right patient, without delay.

Ready to engage with target HCPs? Drive disease state education on Skipta, the online network of medical micro-communities focused on specific conditions and specialties.

This post has been syndicated from a third-party source. View the original article here.