Novartis: Innovating patient support

In a category that now has a generic challenger, and in which the most prescribed class of drugs are perceived by doctors to be parity, Alcon needed to enhance its leadership position to become the brand of choice for its portfolio of glaucoma medications. So a comprehensive patient support program, called OPENINGS(TM), was created to demonstrate the company’s commitment to improving patient adherence as part of its value proposition. The program, which included an innovative segmentation approach built on a probability proxy to predict non-adherence, a comprehensive email communications cadence, and first-of-its-kind patient mentoring service, has been proven to increase refill persistency and, Alcon’s core glaucoma brands have maintained market share — virtually unheard of when faced with a generic challenger. Additionally, elements of the program have been adapted for global implementation.

Patient introduction video

Screen Shot 2019-09-02 at 5.01.51 PM.png

Screen Shot 2019-09-02 at 5.02.50 PM.png

Examples from email cadence

Patient direct mail

Screen Shot 2019-09-02 at 5.20.57 PM.png

Patient direct mail

Screen Shot 2019-09-02 at 5.22.20 PM.png

Peer support program (first in the category)

CREDITS — AGENCY: SOURCE MARKETING. RICH FELDMAN: PROGRAM STRATEGY, CREATIVE STRATEGY, CREATIVE DIRECTION, COPYWRITING ON SELECT ELEMENTS. SHOUTOUTS: VIRGINIA ATKINSON, ART DIRECTOR, JULLIE BADION, COPYWRITER, ASHLEY MARCIANO, ACCOUNT DIRECTOR.