Patient-Focused Marketing: Investment and Activities Across the Patient Journey

STUDY OVERVIEW

Market access and product success in the bio-pharmaceutical market is no longer determined by physicians alone. The growing patient influence in starting, sustaining or switching therapies has challenged marketers to invest wisely across the patient journey. Best Practices, LLC undertook this benchmark study to understand how the growing influence of patients in the bio-pharmaceutical market is impacting activities and spend for marketing interactions with patients.

Key metrics and info graphics in the study reveal:

• Six key stages of the Patient Journey
• Leading patient-focused activities by stage
• Percentage of total Marketing budget that is earmarked for patient programs
• Percentage of patient program funds spent at each stage of the journey
• Cost of patient marketing per $1,000 in corporate revenue that programs support

• Investment in Patient-Focused Activities & Programs
• Activities Timing across the Patient Journey

• Percentage of total marketing budget allocated to patient-focused initiatives, activities and programs
• Percentage of total patient marketing spend invested at each journey stage
• Investment level per journey stage by benchmark segment
• Patient-focused marketing activities that yield the best ROI (return on investment)
• Patient marketing activities conducted at each stage of the patient journey

• HCP education programs continue to dominate with 58% involved at Stage III
  (Consideration), but Internet portals assume a more important role (47%) due
  to the growing need for self-service functionality.

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.