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

• 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

• 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)
  

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

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