Background

A leading pharmaceutical company with operations throughout Latin America (LATAM), including key markets such as Mexico and Brazil, faced a critical challenge: improving patient adherence to treatments for chronic diseases. Although the treatments were effective, patients did not always follow medical instructions properly, leading to suboptimal outcomes and low patient satisfaction. To tackle this challenge, the company partnered with Pro Pharma Research Organization, a leading entity in pharmaceutical research and patient support programs, with the aim of designing and implementing an effective Patient Support Program (PSP).

Initial Challenges

The pharmaceutical company identified several specific challenges:

• Low Treatment Adherence: Patients interrupted or failed to follow their treatment correctly due to lack of follow-up, affecting clinical outcomes.
• Lack of Direct Communication: Despite having effective products, the company did not have an efficient system for continuous communication with patients.
• Patient Dissatisfaction: Internal studies showed that many patients were dissatisfied with the level of support received after starting treatment.
• Diversity of Markets in LATAM: The need to adapt the program to the unique characteristics of Mexico, Brazil, and other LATAM countries, with different languages, customs, and local needs.

Program Objectives

The main objectives of the collaboration between Pro Pharma and the pharmaceutical company were to:

• Increase patient adherence to long-term treatments in Mexico and Brazil.
• Improve patient satisfaction by providing personalized support services tailored to local needs.
• Provide ongoing education about the diseases and treatments, empowering patients to better understand their condition and the importance of following their therapy correctly.
• Establish an omnichannel contact center offering support across multiple media, including phone, online chat, mobile apps, and social media.
• Conduct periodic satisfaction surveys to measure the program’s effectiveness and adjust strategies according to patient needs.

Implementation Strategy

Patient Support Program Design Adapted for LATAM

Pro Pharma developed a customized Patient Support Program specifically for Mexico and Brazil. This program included education modules, adherence reminders, personalized follow-up, and an omnichannel support system. Educational materials were available in Spanish and Portuguese, adapted to the cultural and linguistic characteristics of each country.

Education and Awareness for Patients

The program included an extensive education campaign for patients in LATAM. Educational materials were distributed in both digital and print formats, including videos, brochures, and webinars. This strategy helped patients understand the importance of their treatment and how they could better manage their condition.

Omnichannel Contact Center

The creation of an omnichannel contact center allowed patients in Mexico and Brazil to communicate with the support team through various channels, including phone, chat, email, and mobile apps. This approach was key to providing immediate, personalized assistance, improving accessibility for patients in different regions.

Adherence Monitoring and Personalized Reminders

The program integrated digital tools like mobile apps and text messages to send reminders about medication, medical appointments, and regular check-ups. This personalized follow-up ensured that patients stayed on track with their treatment and provided healthcare professionals with critical information to intervene when adherence issues were detected.

Satisfaction Surveys

Pro Pharma implemented satisfaction surveys at different stages of the patient journey, from the first interaction to treatment follow-up. The data collected was used to improve the program and make specific adjustments for the markets of Mexico and Brazil, optimizing service in each country.

Key Results

• Increase in Treatment Adherence: Over a 12-month period, treatment adherence among patients in Mexico and Brazil increased by 40%. This was achieved through education campaigns, personalized follow-up, and the use of digital reminders.
• Increase in Patient Satisfaction: Satisfaction surveys showed a significant improvement in patients’ perception of their treatment. Forty-five percent of patients in LATAM stated that the support received through the patient support program improved their overall treatment experience.
• Improvement in Health Outcomes: The higher adherence and better access to education and support resulted in tangible improvements in patient health outcomes, with fewer relapses and greater treatment effectiveness.
• Continuous Program Optimization: The analysis of survey results allowed for adjustments to the program based on the local needs of Mexico and Brazil, leading to continuous improvement in service quality.

Conclusion

The partnership between Pro Pharma Research Organization and the pharmaceutical company resulted in the successful implementation of a Patient Support Program in LATAM, focusing on the markets of Mexico and Brazil. This program proved highly effective in improving adherence, patient satisfaction, and clinical outcomes due to its comprehensive approach to education, monitoring, and omnichannel support.

This case study highlights the importance of tailoring patient support programs to the local needs of patients in different markets, ensuring they receive the best possible care.

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