With so much riding on the consumers’ acceptance of a product, it is only logical when designing marketing strategies to have in place initiatives that focus on the unfulfilled needs of the population. The benefits of consumer acceptance can span from the establishment of name recognition/distinction and reputation to the generation and retention of patient referrals.
Earning this reputation in the market helps to engender pride and trust not only amongst staff, but amongst the various stakeholders within the community as well. It is the acceptance of the consumers that will, ultimately, have the greatest effect on a product’s success in the market.
As pharmaceutical, biotechnology and medical device companies seek new “go-to-market” strategies and tactics, they have explored new ways to approach and engage patient populations. Marketing executives and managers involved in programs and initiatives aimed at engaging patients can use this research to compare their patient-focused activities with those cited in this study.