MicroMass Communications: 2017
MicroMass Communications Inc.
100 Regency Forest Drive, Suite 400
Cary, NC 27518
Telephone: 919-851-3182
E-mail: [email protected]
Website: micromass.com
wearespecialists.com
Accounts
Account wins 12
Active business clients 42
Services Mix
Changing Patient Behavior 58%
Changing Provider Behavior Optimizing 22%
Patient-Provider Dialogue 20%
Client Roster
Alexion
Astellas
Circassia
CSL Behring
Gilead
GlaxoSmithKline
GlaxoSmithKline Consumer
Healthcare
Grifols
Incyte
Intarcia
Janssen Pharmaceuticals
Jazz Pharmaceuticals
Lexicon
Mayne Pharma Group
Merck
Novartis
Novo Nordisk
Puma
Sanofi
Sun Pharmaceutical Industries
Tesaro
Teva Pharmaceutical Industries
UCB
United Therapeutics
Valeant Pharmaceuticals
ViiV Healthcare
In today’s healthcare environment, real-world outcomes and patient experiences are critical to a brand’s success, and according to leadership at MicroMass, conventional pharma solutions that focus solely on driving brand awareness and adoption through data and messaging are not enough. “These information-based approaches fall short of driving lasting changes in patient and provider behavior,” agency execs say. “In fact, research shows that information-based approaches are only effective 10 percent to 30 percent of the time.”
Structures & Services
“With more than 20 years of expertise in human health behavior, our highly specialized approach applies evidence-based strategies from health psychology and behavioral science,” agency leaders say. “These strategies change patient and provider behavior and drive real-world results for our clients.”
According to MicroMass management, the agency’s services address both the clinical and behavioral factors that drive brand success. “Clinical factors such as efficacy, safety, mode of administration, process of care, brand benefits, and quality measures are important,” executives say. “However, behavioral factors have as much of an impact on brand success as clinical factors. Prescribing inertia, patient adherence, and patient reluctance to escalate therapy are factors that can impede or accelerate brand success. These cannot be changed with only the use of typical messaging or information-based persuasive approaches.”
MicroMass leadership says evidence-based approaches, such as cognitive behavioral techniques, health coaching, problem solving, self-affirmation and coping strategies, are key to unlocking better outcomes. “These approaches are not about providing tips or persuading patients to make changes. They are fundamentally different because they engage patients and providers in a way that actively shifts attitudes, builds skills, and changes behavior.
Management says its Whole Patient approach, which incorporates strategies from health psychology and behavioral science to address both the clinical and behavioral needs of patients, is a departure from the standard pharma marketing playbook.
The Whole Patient approach is applied in three specialized service areas: changing patient behavior; optimizing patient and provider dialogue; and changing provider behavior.
“Clients that have adopted our approach are seeing impressive results,” MicroMass executives say. “In pharma, there’s more pressure to deliver optimal patient outcomes with greater efficiency. Traditional marketing approaches that rely on messaging to promote patient adoption and adherence to therapy are not enough to drive real-world impact. That’s why our Whole Patient approach has been so well received. Our specialties address client challenges and play a key role in accelerating commercial objectives.”
The Year’s Accomplishments
MicroMass during 2016 won new work with Alexion, Astellas, Genentech, Lexicon Pharmaceuticals, Puma, Sanofi, Jazz, Tesaro, Intarcia, Merck, and CSL Behring.
Currently MicroMass is serving almost 50 active clients. These clients include Bausch and Lomb, Gilead, GlaxoSmithKline, Grifols, Incyte, Janssen, Mayne, Novo Nordisk, Novartis, Sanofi, Sun, Teva, UCB, United Therapeutics, and ViiV.
“Our programs are being sought after because of the evidence-based Whole Patient approach and positive impact on patient outcomes,” agency executives note. “Last year, MicroMass helped our clients succeed by addressing commercial challenges that include adherence, HCP prescribing inertia, product differentiation, preparing products for real-world success, patient acceptance of therapy, launch brand patient conversion, and patient-provider dialogue.”
With UCB, MicroMass is developing a framework for patient-provider dialogue on a global scale. “We are also working on strategies to measure therapy effectiveness and generate clinical data, outside of standard clinical metrics,” agency leadership states. “For Lexicon Pharmaceuticals, we created a solution to engage patients directly and build a community presence through an unbranded community forum. Our partnership with Incyte has yielded a real-world understanding of patient barriers to optimal treatment and has led to innovative solutions that engage patients and families in community-based learning and skill building. Additionally, for an award-winning, unbranded Atopic Dermatitis initiative, we are helping patients reevaluate the impact of their condition and build skills to cope more effectively.”
Future Plans
In 2017, the majority of client work for MicroMass will be for launch products, or products launching secondary indications. “We look forward to using technology and behavioral science to inspire new opportunities, challenge conventional thinking, and deliver solutions that help our clients drive meaningful results for their customers and their brands,” executives remark.
Time 2 Focus, a proprietary digital app designed and built by MicroMass, will be included in a clinical trial in partnership with a major university. Time 2 Focus is designed to help people with type 2 diabetes build the necessary skills to manage their condition by focusing on glucose management, healthy eating, and physical activity. The real-world clinical trial will test the efficacy of the app in managing type 2 diabetes. Trial results are expected toward the end of 2017.
Philanthropy/Citizenship
Because achieving health outcomes is the mission of MicroMass, according to its leadership team, the company came together through philanthropy to support a range of local community projects. MicroMass collected school supplies and backpacks for local elementary schools, organized a food drive to benefit the Food Bank of Central and Eastern North Carolina, implemented a letter-writing campaign for U.S. servicemen and women, and donated toys to families in need during the holiday season.
Additionally, MicroMass provided local thought leadership by hosting a monthly Triangle American Marketing Association healthcare special interest group meeting. This group focused on solving the marketing challenges that are facing today’s healthcare industry.
