A great pain relief product troubled by high drop out rates
Mundipharma markets the Norspan pain relief patch. The patch had performed well and had an excellent reputation with physicians. Research showed that back pain patients were eager to use their first pain relief patch. However, they expected immediate pain relief. If they did not sense results in the first few days, they typically removed the patch before completing the effective treatment time. Dropout rates were exceptionally high during the first two weeks of treatment.
Further research highlighted a great variation between how different treatment centers communicated with patients. There was now a common challenge and a clear goal: to ensure patients used the patch for seven days so they could get adequate pain relief.
Benchmarking the leading patient pain treatment process
Kaufmann approached Orton, Finland’s leading pain treatment center. Interviews with expert teams revealed that processes had already been developed to engage patients in conversation about exercises and movements. Orton also had developed patient-centric programs for recovery, follow-ups and consultation.
Kaufmann modelled the Orton clinic’s process – and created it in a digital channel to empower Norspan pain relief patients. The iOS application is called Start & Go. When patients receive their medication they are steered to the application. The role of the application is to help the patient know what to expect, to understand and to manage their pain.
Responsive and supportive outpatient care in your pocket
At the “Start” the app guides the patient through the important first few weeks. The “Go” phase focuses on physiotherapy, movement, and aims to help the patient remove their reliance on painkillers. Start & Go has bought virtual physiotherapy direct to thousands of patients’ smartphones and tablets.
Leveraging new business relationships
The app also provided Mundipharma with opportunities to reconnect with HCPs. The company was also seen as more relevant by delivering added value, meeting clinic business needs, and building new partnerships with decision makers.