Cegedim Relationship Management's co-pay savings card programs presented at PMSA conference

The OPUS Health division of Cegedim Relationship Management conducted a presentation entitled Best Practices in ROI Methodologies in Analyzing the Effectiveness of Patient Co-pay Savings Cards at the 2011 Annual Pharmaceutical Management Science Association (PMSA) Conference in Miami, Florida. OPUS Health's Marketing Analytics Group is the only on-staff analytics group within the co-pay savings card supplier market to have ever received the prestigious invitation to present at a PMSA conference.

The presentation was an empirical case study using historical data from two different patient co-pay card programs using anonymous longitudinal patient-level data as well as prescriber-level data. The study compared two different tests versus control return on investment (ROI) analysis methodologies, their outcomes, and their ability to address the effectiveness of co-pay savings cards as a brand marketing tactic. The presentation was delivered by Cynthia Elkins, Senior Management Science Analyst, Alina Bichkovskaja, Client Services Technical Manager and Lynn Day, Senior Director, Marketing Analytics, all of Cegedim Relationship Management's OPUS Health Division.

"In recent years, patient co-pay savings card programs have risen in prominence as a pharmaceutical marketing and sales tool because they give direct benefits to patients and are thought to increase new patient starts by overcoming economic barriers," explained Mark Calabrese, Vice President and General Manager of OPUS Health for Cegedim Relationship Management. "It's critical that these programs are subject to rigorous ROI analyses to be compared to other tools in the arsenal of pharma sales and marketing promotion. We have conducted many such analyses across various co-pay benefit designs and in almost every therapeutic category on behalf of our varied client base."

OPUS Health is a provider of pharmaceutical marketing solutions including the IntelliScript Co-Pay Program and Marketing and Sales Analytics Services. "We are the industry experts in the use of anonymous longitudinal patient-level data," said Mr. Calabrese. "Our IntelliScript program analyses provide our clients with actionable patient and prescriber marketing insights, giving them an advantage over their competition."

Source: Cegedim Relationship Management