Subtitle: Today Kasper Christensen, senior Global Brand Manager for Brintellix here at Lundbeck will take us on a journey around the globe to discuss the great opportunity presented by 20mg and the best sharing practices for this.
Description:
Hosted by Kasper Christensen on today's episode of Brilliant together we're talking about the great opportunity that 20mg presents for Brintellix prescribers around the world with first-hand accounts from affiliates from 3 global regions.
In our line up we have Dr Olaf Lochschmidt, a trained medical doctor working with Lundbeck Switzerland for well over 20 years, Roberto Mosca, I'm the senior product manager for the Brintellix line in Lundbeck Italy and Sherif Elshazly and Tamer Abd-ElAleem are the regional marketing director and the medical director for the MEA respectively.
Together they will enlighten us on how the 20mg dosage has represented an opportunity in each of their markets, they will also demonstrate that the success of Brintellix 20 mg can be applicable across other regions too. We will also discuss how they've executed the 20mg strategy, providing insights on HCP reactions and reflect on any hurdles they've overcome along the way.
The more we encourage our prescribers to use the full range of the approved doses, the more comfortable and confident they will get with the full dose range of Brintellix. This will also enable us to identify more patients that would benefit from increasing their Brintellix dose, in turn improving their quality of life and getting them back on the road to recovery - and who doesn't want that?
Key Takeaways:
[0:21] Introduction.
[1:41] Dr Olaf Lochschmidt introduces the opportunity the 20 mg presents in the Swiss region.
[2:52] How does the Swiss region work around the reduced visit frequency with HCP's and what do they do to make this work in their favour and create space for personalised approaches for the HCP's?
[3:30] How do they encourage a patient centric approach?
[3:57] Here Dr Olaf explains how they respect HCP's autonomy in choosing who they would like to up-tritrate, by impressing the use of the full dose range.
[4:43] Highlight that there is something we can do much better than other antidepressants and that's the dose affect relationship. When you up the dose of Brintellix, the tolerability stays the same.
[4:55] Olaf talks us through their "The Handful of Patients Approach" -a tactic they suggest to HCP's to ensure a positive prescription experience.
[6:59] To nudge Dr Mood Low and Medium prescribers the Swiss team have developed an amplified Brintellix logo that encourages the use of the full range of dosage with the powerful emphasis on 20mg and a slogan "Treat More than Mood" - this Olaf is certain will be the visual reminder that will make a big difference.
[7:37] Summary of the Swiss approach.
[8:30] Roberto Mosca introduces the 20mg strategy is communicated in the Italian Market.
[9:12] 20 Mg is at the centre of the Italian strategy and they have a 4 pronged approach on communication.
[9:42] A common observation from Market research in italy is that doctors choose an antidepressant by focussing mainly on which antidepressants show maximum efficacy, this is a key opportunity for Brintellix as communicating the full response is crucial.
[11:10] Messaging is tailored from early on in the conversations with HCP's to encourage the higher dose.
[11:22] Roberto explains that in Italy they have added the titration time to their communication by talking about the "Right Dose at the Right Time" and up-titrating "As Fast as Possible".
[12.16] What is a USP that we can impress upon the HCP's to set Brintellix apart from the crowd? Other antidepressants have a low profile of tolerability, but with Brintellix we do not have the dose-effect relationship, so HCP's need to be made aware that with Brintellix you can up the dosage while the profile of tolerability.
[12:50] Another USP of Brintellix is that at higher doses it has a positive effect on GAD symptoms which sets it apart from other antidepressants.
[15.00] Sherif Elshazly and Tamer Abd-ElAleem introduce themselves and their role in the MEA region.
[16:52] How does the 20mg present an opportunity in the MEA region?
[17:19] "20mg is the dosage that will fulfil the full potential of Brintellix" and acts as motivation for the low prescribers.
[17:49] Apply the same principles to Brintellix that HCP's apply to SNRI's which they are comfortable prescribing at higher doses.
[18:38] Combine communication of higher dose higher effect with the linear pharmaceutics higher the dose the higher the response. This is supported by the ADE and the pharmaceutics is supported by clinical trials which make this applicable not just to MEA region but to all countries.
[19.28] One common goal across all markets: We would love and we are working to help the depressed patients to achieve their daily tasks, so communication is key.
[19:50] Listen in here to hear the four main hurdles for the MEA region.
[21:26] How the MEA region executed the 20mg strategy: Running an advisory board to get the market research.
[22:33] We start the 20mg conversation early with HCP's - we emphasize at the commitment stage and have a supportive slide deck.
[22.43] Peer to Peer groups with HCP's as a great way to convince HCP's who are unsure.
[23:0] Drawing the parallel between Brintellix usage and that of SNRI's which HCP's are familiar and comfortable with prescribing at higher doses.
[24:22] Really positive response from HCP's, Sherif talks us through some of their results.
[25:51] Closing sentiments.
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