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Best Practice Database
Marketing Management » Patient Advocacy
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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.
Health Care; Pharmaceutical; Diagnostic; Consumer Products; Medical Device; Biotech; Biopharmaceutical; Clinical Research; Laboratories
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