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Products & Services Marketing Management Patient Advocacy

Patient-Focused Marketing: Deployment and Best Practices Across the Patient Journey

ID: 5306


Features:

21 Info Graphics

17 Data Graphics

200+ Metrics

5 Narratives


Pages/Slides: 47


Published: 2014


Delivery Format: Online PDF Document


 

License Options:
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Single User: Authorizes use by the person who places the order or for whom the order was placed.

Sitewide: Authorizes use of the report for a geographic site. All people at site can view the report for a year and copies can be printed.

Corporate: Authorizes use for the entire company for a year and copies can be printed. No limitations for usage inside the company.




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  • STUDY OVERVIEW
  • BENCHMARK CLASS
  • SPECIAL OFFER
Non-members: Click here to review a complimentary excerpt from "Patient-Focused Marketing: Deployment and Best Practices Across the Patient Journey"


STUDY OVERVIEW

The growing influence of patients in the biopharmaceutical market is impacting activities and spend for marketing interactions. In competitive markets, marketers are learning to educate, communicate and engage patients throughout the entire patient path.

This benchmarking study was designed to produce reliable industry metrics on the deployment and cost (as a percentage of total marketing budget) of patient-focused activities across the patient path, and best practices for marketing to and communicating with patients. The study also investigates how companies are adopting a “Patient Journey” framework to acquire, convert, support, and retain patients for their medical products.

Executives can use this study to better understand best practices for effectively engaging patients and, the most common patient-focused activities during each of the six key stages of the Patient Journey. The research also has benchmarks around the percentage of total marketing budget that is earmarked for patient programs and investment distribution by activity category.


KEY TOPICS

  • Deployment of Patient-Focused Activities and Programs
  • Best Practices Shared by Benchmark Participants

SAMPLE KEY METRICS
  • Ranking of most common patient marketing activities, US vs. Global responses
  • What is the investment distribution across key marketing activity categories
  • Which patient-focused activities are included in patient marketing spend for brands/franchises
  • Percentage of total marketing budget allocated to patient-focused initiatives, activities and programs
  • Percentage of patient marketing spend allocated to celebrity spokespersons
  • Percentage of total marketing budget allocated to patient-focused initiatives, activities and programs for large company and diabetes segments
  • Identify three best practices for effectively engaging patients during the patient journey

SAMPLE KEY FINDING

- The most commonly used patient marketing activities are:
  • HCP education on behalf of patients (95% of benchmark participants)
  • Partnering with advocacy groups (83%)
  • Website disease portals (77%)
  • Market research, starter kits & online support tools (68% each)
- Education & training, advocacy partnerships, & copay/assistance programs deliver the highest ROI among patient activities in the benchmark study

METHODOLOGY

Twenty-two Marketing and patient engagement leaders from 19 different companies participated in this study. This report presents findings for all companies and for Large Company and Diabetes segments.

Industries Profiled:
Health Care; Pharmaceutical; Diagnostic; Consumer Products; Medical Device; Biotech; Biopharmaceutical; Clinical Research; Laboratories


Companies Profiled:
Abbott; Helsinn; Abbvie; Apotex; AstraZeneca; Bayer Healthcare; Baxter Healthcare; Biogen Idec; Boehringer Ingelheim; Boston Scientific; Gilead Sciences; Eli Lilly; Medtronic; Merck; Novartis; Novo Nordisk; Sanofi; UCB Pharma

If you purchase Best Practice Database document(s), you will have 30 days from the date of purchase to apply some or all of the cost of the document(s) toward the cost of a Full Access Individual, Pharma, Group or University Membership. Write us at DatabaseTeam@bestpracticesllc.com or call David Guinn at 919-767-9179 if you have any questions.