targetbase helps drive gsk growth with patient adherence pilot program
IRVING, TX (July 02, 2018) – Along with the Benlysta marketing team, Targetbase assisted GSK with the completion of the first of three phases for a pilot designed to improve patient adherence to medication. The Patient Adherence pilot was launched earlier in 2018.
The Patient Adherence pilot is part of the program, U.S. Specialty Transformation, whose purpose is to position GSK as a specialty medicines competitor by 2020. The pilot objectives include enhancing the capabilities of understanding and utilizing patient insights to develop personalized content and communication pathways. This also includes encouraging increased patient obedience to medicines.
“With the identification of smaller, unique patient groups and the creation of deeply personalized materials, we hope to offer patients an experience starkly different than a traditional ‘one size fits all’ adherence campaign,” Kusal Senanayake, pilot lead, said. “Early patient feedback has been very positive, and we look forward to seeing results later this year.”
This development is the first time that a combination of patient insights from several unique sources has been used by GSK to create customized patient resources. The materials were developed with involvement from specialists in the field.
Currently, the team is concentrating on patients who do not have a strong personal support structure at home. Then, customized materials and digital engagements are developed for patients with needle anxiety as the next phase of the pilot.
Targetbase is proud to be a part of the execution for the first phase of this project representing progress toward GSK’s goal of becoming a competitive player in the specialty medicines space.
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