Improving measurement and cost of RMM campaigns through digital tools

Assess the effectiveness of the Risk Minimisation Plan (RMP)

Evaluating the effectiveness of the plan is a key part of the RMP. However, it could be difficult to define if the measures have had a significant impact on Healthcare Professionals (HCP) and patient behaviour.

Another way to assess how well the Risk Minimisation Material (RMM) has worked on minimising the risk is to measure the distribution: for example, data on how many HCPs/patients the material reached over time.

Traditional distribution of RMMs

The traditional method to distribute RMMs as part of the Risk Minimisation Plan (RMP) is via mailing and then monitoring the number of boxes returned.

The resource effort required to manage, distribute, track and understand the effectiveness of RMMs is considerable and the results don’t always produce valuable data.

Challenges of the RMM distribution via mailing:

• Significant resources required: several departments need to be aligned on the final version of the printing document
• Cost of printing/postage/distribution
• No clear benchmark: no indication that the right audience viewed the documents
• Short life of printing documents: they can become easily outdated if the content needs to be updated
• List management: obtaining and maintaining distribution lists
• Environmental impact: unsent or returned boxes need to be disposed
• Impact to NHS hospital mail rooms that don’t always have the capacity to manage large distributions

Measure the effectiveness of RMM distribution

Following feedback from existing customers, Datapharm launched a new RMM  report as part of the emc market intelligence solution.

The real-time report comes in the form of a dashboard inside emc analytics and covers all the RMMs published by a pharmaceutical company.

The data covers all downloads of Risk Minimisation Materials from 1 January 2020.

The RMM dashboard includes 3 reports:

• RMM Downloads by RMM Title. The number of times a RMM has been viewed, including both views and downloads of a PDF file uploaded on emc.
• RMM Downloads by RMM Title and Product – Shows how the user accessed the RMM, if via the product page, direct traffic from a campaign or the RMM directory on emc.
• RMM Downloads by RMM Title Over Time – A timeline graph showing total RMM downloads

The emc website currently hosts over 1,000 individual Risk Materials, ensuring 24/7 access to up-to-date risk information about your medicines.

So far this year, we registered over 100,000 views of RMM documents on the emc website.

Track digital RMM campaigns for specific audiences

The RMM Campaign Tracker is an additional service offered by Datapharm to support pharmaceutical companies in measuring the effectiveness of their RMM campaign. It creates a stronger level of engagement with RMM documents hosted on emc and provides an analytics dashboard to track results.

We provide customers with QR code(s) and short link(s) to place on communication material. This will enable you to track click-throughs via emc RMM analytics. We can support with different short links depending on audience type: GP practices, CCGs, etc.

You will be able to measure how each audience engages with your digital campaign and provide evidence of the effectiveness of your communication plan.

Contact the Client Services team for more information about the RMM report for your company: [email protected]

What is a Risk Minimisation Plan (RMP)

RMPs are a set of Pharmacovigilance activities designed to prevent and minimise the risk related to medicinal products. Plans include how to assess the effectiveness of those activities.

Risk Minimisation Materials are part of the RMP, written by a company and then approved by the MHRA.

A RMP includes:

• Routine Risk Minimisation: Summary of Product Characteristics (SmPC), Patient Information Leaflet (PIL) and Legal status of a medicine
• Additional Risk Minimisation: provision of information (educational material), control at pharmacy level and prescription size, etc.

Educational materials included in the RMP can target Health Care Professionals (GP, nurses, pharmacists) or the general public (patients and carers).

For more information about the emc market intelligence solution, contact us.