Patient Support Programs That Deliver Results

Hensley Evans and Jinan Martini

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Over the past year, more biotech and pharmaceutical clients have asked ZS how to maximize their investments in patient support programs. These investments are part of a larger trend among pharmaceutical marketers: an increased focus on what happens after a prescription is written, including helping patients and doctors initiate treatment and overcome access challenges, start medication successfully and then remain on treatment as long as needed, which in turn can improve outcomes.

The drivers of this trend are plain to see. Changes in the U.S. healthcare industry have motivated patients to be more involved in their care decisions. They are also incenting healthcare professionals to emphasize patient outcomes rather than services delivered.

The upshot for pharmas: With the rise in specialized medications tailored to smaller populations, they must increasingly invest in programs that engage their key stakeholders—patients and healthcare professionals—through services and programs that address those stakeholders’ emotional and functional needs.

To help pharmas plan, manage and maximize those investments, ZS Principal Hensley Evans and Associate Principal Jinan Martini have identified four useful archetypes that are rooted in crucial factors such as the size of a patient population, the characteristics of a patient’s condition, and its impact on the patient’s quality of life.

About the Expert

Hensley Evans, a Principal at ZS based in New York, leads the firm’s patient marketing strategy practice. Hensley has developed and implemented strategic solutions that combine marketing efforts with consumer health support programs for pharmaceutical, biotech, OTC and provider clients, and has driven health and wellness initiatives in the consumer goods industry. Hensley holds a B.A. in economics from Duke University and an M.B.A. from the University of Pennsylvania’s Wharton School of Business.

Jinan Martini, an Associate Principal at ZS based in New York, focuses on consumer and patient marketing strategy. Jinan has well over a decade of experience in developing consumer marketing strategies and designing successful relationship marketing programs. Jinan holds an M.S.W. from Colorado State University and still draws from her work in the field to bring knowledge and understanding of patient behavior to her marketing strategies. She also holds a B.A. in Anthropology from The Colorado College.