Building Robust Patient Engagement Programs

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.

Industries Profiled:
Biotech; Pharmaceutical; Manufacturing; Consumer Products; Diagnostic; Medical Device; Health Care; Chemical; Research; Technology; Telecommunications; Orthopaedics


Companies Profiled:
Acorda Therapeutics; Sanofi-aventis; Amgen; Bayer; Biogen Idec; Boehringer Ingelheim; Bristol-Myers Squibb; Dorland Global; Eli Lilly; Genentech; Genzyme; GlaxoSmithKline; Hospira; Innopharma; Jazz Pharmaceuticals; Kyowa Hakko Kirin; Merck; Minnow Medical; Nektar Therapeutics; Novartis; Noven Therapeuticals; Novo Nordisk; Organon; Pacira Pharmaceuticals; Pfizer; Sandoz; Skin Medica; Smith & Nephew; Solvay Pharmaceuticals; Stiefel; Teva Pharmaceutical Industries Ltd; Theratechnologies; Triton; Zimmer

Study Snapshot

This research was based on benchmark survey data of 45 participants from more than 34 leading pharmaceutical, biotechnology and medical device companies. In addition, executive interviews were conducted with selected participants.

Key topics include:

• Gaining insights into the current landscape and the future of patient-focused initiatives
• Describing the rationale and objectives of patient-focused efforts
• Defining the conditions and measures of success
• Understanding the potential pitfalls and limitations of such efforts
• Collecting examples and case study snapshots of innovative programs and initiatives

Sample Key Findings

Organizations noted that there are many drivers of success with patient- focused marketing, including level of patient investment in treatment; level of pharma investment; alignment of goals to patients’ best interests and quality of information

• In terms of lessons learned, participant responses included: not underestimating the need for resources, establishing clear strategic objectives, obtaining patient involvement and input early on in the process and ensuring that proper tools and processes are in place

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