Using customer engagement technology to create value communication tools for ABILIFY MAINTENA® (aripiprazole)
Otsuka identified several weaknesses in their existing workflow for developing value communication tools. In particular, the time-consuming process of updating and modifying tools using custom app vendors would cause significant delays. To address this, the HEOR and Outcomes Management team implemented BaseCase a cloud-based app development platform and started developing tools in-house.
Using a drag-and-drop user interface, the Otsuka team were able to create interactive iPad apps to communicate tailored value stories for ABILIFY MAINTENA, without any programming knowledge. Crucially, they could integrate HEOR data using a built-in spreadsheet editor. This enabled the rapid creation of economic models, including a tool for clients to assess cost-savings that resulted from decreased hospitalizations after switching to ABILIFY MAINTENA.
Part of the business case for adopting BaseCase was the expectation that taking time-consuming programming out of the process would help reduce timelines. As they began using the platform, the Otsuka team found that the ability to develop tools independently was key to achieving this result. After successfully implementing the platform, the Otsuka team identified three key success factors:
- Level of control over app development — App vendors have been removed from the process and the team are able to develop, deploy and update apps internally, without being dependent on an external agency’s timeline.
- Time to develop new apps and update existing ones — Reduced by around 50%.
- Cost of developing and updating apps — Cut by around 75%.
I actually created the apps we’ve made so far by myself. It’s a really easy-to-use system. Using an app vendor would take a lot longer – that process usually took a month and a half to get a draft. I probably got to the same point with BaseCase in about a week and a half.
About Otsuka
Headquartered in Tokyo, Japan, Otsuka is a global pharmaceutical company with over 5,000 employees. In pharmaceuticals, Otsuka is a leader in the challenging areas of mental, renal and cardiovascular health and has additional research programs in oncology and on several under-addressed diseases including tuberculosis, a significant global public health issue.