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Revolutionizing Post-Marketing Studies in Japan

In a groundbreaking initiative, Daiichi Sankyo Healthcare and NTT Docomo Business have announced the launch of Japan’s first electronic post-marketing study (PMS) for prescription drugs, scheduled to commence in November 2023. This innovative approach aims to streamline the process of monitoring drug safety and ensuring proper usage in a rapidly evolving healthcare landscape.

Background of the Initiative

With an increasing emphasis on self-medication and the expansion of the OTC (over-the-counter) drug market, the need to guarantee the safety and proper use of prescription drugs has become paramount. Prescription drugs, which require pharmacist guidance for purchasing, are subject to stricter regulations concerning safety information management compared to OTC drugs.

Traditionally, post-marketing surveillance relied heavily on paper-based questionnaires, posing numerous challenges such as low response rates, inefficient aggregation processes, delays in information collection, and logistical burdens on both consumers and pharmacies.

Responding to these issues, the Ministry of Health, Labour and Welfare officially approved the use of electronic surveys for PMS in August 2025, through a comprehensive Q&A guideline for conducting such studies. This transition to digital formats provides numerous advantages, including faster data collection, improved response rates, reduced environmental impact through a decrease in paper usage, and a lighter load for both consumers and pharmacies. These benefits are anticipated to facilitate a significant shift towards digital transformation (DX) in the industry.

Collaboration Overview

Daiichi Sankyo Healthcare is leveraging NTT Docomo Business’s SmartPRO® data collection service to implement this electronic PMS protocol. SmartPRO® is a comprehensive web service designed for managing data collection of informed consent and patient-reported outcomes obtained from clinical trials and surveys. This platform allows respondents to easily complete surveys using their smartphones, dramatically reducing the administrative burden on pharmaceuticals, pharmacies, and users alike.

Consumers can conveniently provide feedback by scanning a QR code located on the product package, leading to swift and intuitive survey completion. Features such as a user-friendly interface and reminders are designed to enhance data quality and boost response rates.

As a unique incentive, participants will earn “d points” for their cooperation, which can be utilized at various d point-accepting retailers nationwide. This initiative aims to enhance survey participation by providing tangible rewards to respondents, further driving response rates.

The collaboration will address the historical issues of low participation rates, inefficiencies in data collection processes, and delays in information gathering, marking a significant leap in the efficiency of PMS.

Future Developments

Daiichi Sankyo Healthcare and NTT Docomo Business are committed to further advancing the digital transformation of PMS. They aim to augment the collection of accurate and prompt drug safety information, thereby enhancing the quality of information available to support the proper sale and use of pharmaceuticals.

By utilizing purchasing and response data, the companies also plan to explore opportunities for improved marketing strategies and product enhancements. These initiatives pave the way for rapidly accelerating DX efforts within the OTC pharmaceutical sector.

About Daiichi Sankyo Healthcare

Daiichi Sankyo Healthcare is part of the larger Daiichi Sankyo Group, focusing on providing diverse pharmaceuticals that address varying medical needs. Their corporate slogan, “Fit for You,” encapsulates their commitment to enhancing lifestyles by promoting effective self-care for health and wellness.

About NTT Docomo Business

NTT Docomo Business plays a pivotal role in the development of ICT solutions catering to enterprises. Their mission is to foster sustainable growth in industries and communities by leveraging innovative technologies to connect people, communities, and businesses.

With these transformative strategies, both companies are setting a precedent that is expected to become a benchmark for the industry, ultimately contributing to a more informed and healthy society.