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McKesson Patient Relationship Solutions a finalist in two separate healthcare marketing award races

BY Michael Johnsen

SCOTTSDALE, Ariz. — McKesson Patient Relationship Solutions has been named a finalist in both the 2012 Medical Marketing and Media Awards and the PM360 Trailblazer Awards, McKesson announced Friday.

McKesson was named a finalist by MM&M in the "Best Use of Direct Marketing to Consumers" category for its "Lap-Band Behavioral Call" campaign on behalf of Ogilvy Healthworld and Allergan. The MM&M Awards annually recognize creativity and marketing effectiveness in health care.

In addition, the "Lap-Band Behavioral Call" campaign also was selected by PM360 for the Best Direct Marketing to Patient Campaign Award. PM360 also selected McKesson’s LEO Quality Care Program for the Best Persistence Campaign Award. The PM360 Trailblazer Awards are given to companies, marketers and brand managers representing top talent and brands. Selected by the PM360 editorial board from more than 800 award applications, finalists represent the most forward-thinking leadership of their fields.

The "Lap-Band Behavioral Call" campaign focused on consumers who had requested initial information about the weight-loss procedure, but had not responded to invitations to attend an informational seminar. Taking the leads generated through DTC efforts, McKesson developed an outreach solution designed to maximize conversion opportunities through live behavioral calls to help guide the consumer through the decision process. 

Campaign strategies included assigning a McKesson patient support representative to each consumer to build personal conversations and crafting behavioral-based call center scripts to uncover barriers and help guide patients through the information-gathering and procedure-decision process.

As a result of the outreach, more than 5,000 incremental informational seminars were scheduled and 93% of patients who scheduled through the program attended seminars. This represented a six-fold increase in attendance for consumers that received phone calls, compared to those who only received emails, McKesson noted. In addition to the additional seminars scheduled, many patients bypassed the seminar phase with more than 2,600 scheduling a Lap-Band procedure and 1,000 scheduling an initial consultation with a surgeon. 

The LEO Quality Care Program was conducted on behalf of LEO Pharma, makers of the Taclonex brand of products, and was designed to provide additional patient education materials and support to patients suffering from plaque psoriasis. The program featured three primary components — a patient start kit, a support line and follow-up emails and direct mailers. 

The campaign results highlighted that patients who received additional support and education through the program were more likely to be adherent to their medications over time. For example, results demonstrated that patients who registered to receive communications from registered nurses and health educators were 20% more likely to receive a second and third prescription fill when compared to patients who only receive co-pay support. 

For a complete list of MM&M finalists, click here.

For a complete list of PM360 Trailblazer Awards, click here.


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The healthcare future is here

BY Alaric DeArment

WHAT IT MEANS AND WHY IT’S IMPORTANT — Digitizing the medical records of 150 million patients means that nearly half of the entire population of the United States will have its records stored electronically next year. It’s an ambitious goal, but more importantly, it’s a major step toward the transformation of the healthcare system toward an electronic, digitized model.

(THE NEWS: Surescripts, Epic partner on electronic health records. For the full story, click here.) 

Already, by the end of last year, 58% of office-based physicians were using electronic prescribing, according to Surescripts, as well as 91% of retail pharmacies. And in July of this year, Minnesota was ranked first in the country for use of e-prescribing in Surescripts’ seventh annual Safe-Rx Awards, with 61% of prescriptions routed electronically in the state. Meanwhile, Massachusetts and New Hampshire showed the highest rate of physician adoption of e-prescribing, with 86% each.

In February 2012, a study by management consulting firm Accenture found that the United States has become a leader in the use and adoption of healthcare information technology. The study compared the United States with Canada, Australia, England, France, Germany, Spain and Singapore. At that time, about 62% of specialists in the United States were using electronic tools to improve administrative efficiency, such as electronic scheduling and billing, compared with the global average of 49%, while the percentage of U.S. physicians entering their notes electronically during and after appointments was equal to the percentages in other countries.

Most notably, however, 54% of physicians in the Accenture study were sending prescriptions electronically, compared to an average of 20% for the other countries.

In other words, the future is here — and health care is on the front lines of it.

What do you think? Sound off in the comments below.

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Model Freja Beha Erichsen is the newest face of Maybelline

BY Antoinette Alexander

NEW YORK — Maybelline New York announced on Friday that fashion runway star Freja Beha Erichsen was signed to the brand.

She joins a lineup of spokeswomen that includes Christy Turlington, Julia Stegner, Erin Wasson, Kemp Muhl, Shu-Pei Qin, Emily DiDonato and Charlotte Free.

Erichsen, who is often described as the "queen of cool" for her edgy, urban looks, will make her debut in advertising campaigns for Maybelline New York later this year.

"Freja is an incredibly beautiful and confident woman," stated Damien Bertrand, global brand president for Maybelline New York. "Not only is she a top model for a new generation, but she is also a modern style icon off the runway. She truly captures the catwalk-to-sidewalk spirit of Maybelline New York."

Discovered on the streets of her hometown Copenhagen, Denmark, Erichsen is a natural in front of the camera and on the catwalk. She appeared in 64 shows during her breakout runway season, and she has walked the runways for several top designers, including Alexander McQueen, Calvin Klein, Dolce & Gabbana, Gucci, Louis Vuitton, Marc Jacobs, Prada, Yves Saint Laurent and Zac Posen. Known to be a muse for Karl Lagerfeld, Freja has been in almost every Chanel runway show since 2006.

She has also starred in major advertising campaigns for Chanel, as well as Balenciaga, Jil Sander, Gucci, Hugo Boss, Emporio Armani, Chloe, Gap, J Brand, H&M, Calvin Klein, Balmain, Gianfranco Ferre, Pringle, Louis Vuitton, Harry Winston, Georg Jensen, Moncler, Max Mara, Velentino and Roberto Cavalli.

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