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Products & Services

Innovations in Patient-Focused Initiatives: Case Studies in Reaching, Engaging and Supporting Patients

ID: PSM-239


Features:

36 Info Graphics

7 Data Graphics

43 Metrics

50 Narratives


Pages: 62


Published: Pre-2014


Delivery Format: Shipped


 

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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919-403-0251

  • STUDY OVERVIEW
  • BENCHMARK CLASS
  • STUDY SNAPSHOT
  • KEY FINDINGS
  • VIEW TOC AND LIST OF EXHIBITS
With so much riding on the consumers’ acceptance of a product, it is only logical to have in place initiatives that focus on the unfulfilled needs of the consumer population when designing marketing strategies.


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, thus spurring the revenue generated by a product.

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. This benchmarking report examines the programs and initiatives aimed at directly affecting the lives and treatment of patients.


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 Therapeutics; Novo Nordisk; Organon; Pacira Pharmaceuticals; Pfizer; Sandoz; Skin Medica; Smith & Nephew; Solvay Pharmaceuticals; Stiefel; Teva Pharmaceutical Industries Ltd; Theratechnologies; Triton; Zimmer

Study Snapshot

This benchmarking study, based on benchmark survey data and executive interviews of 45 participants from more than 34 leading pharmaceutical, biotechnology and medical device companies, was conducted to examine the programs and initiatives aimed at directly affecting the lives and treatment of patients. This report provides benchmarks, insights and best practices in such key areas as:

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

Key Findings

The following are select key findings from the report executive summary.
  • Patient-focused work is largely experimental and somewhat suspect
    • Pockets of effort are in the early stages
    • Traditional pharma perspectives “frown on” such activities
  • Efforts are often focused on relatively small target populations
    • Allows engagement at an individual level
    • Keeps costs down
    • Commercial elements are muted
  • Patient benefits and healthcare outcomes are in foreground
    • Public health benefits overshadow focus on commercial gain
    • Alignment with patient outcomes offers alternative measures of success
Table of Contents

Table of Contents 2
Study Objective and Participants 3
Research Objectives and Methodologies 4
Study Participants 5
Survey Respondents Characteristics 6
Key Perspectives 7
Increasing Relevance 8
Drivers of Change 9
Evolving Goals and Strategies 10
Patient-Focused Activity Maturity Curve 11
Positioning Pharma in New Paradigm 13
Need for Clear Communication Strategy 14
Survey Findings 15
Collaboration Activities 16
Collaboration Purposes 17
Collaboration Success Drivers 18
Collaboration Lessons Learned 19
Media and Channel Use 20
Media/Channels Support Many Purposes 21
Resistance Toward New Media/Channels 22
Notable Patient-Focused Activities 23
Innovation Leaders in Engaging Patients 24
Electronic Media 25
Consumers Spending More Time Online 26
New Information-Seeking Behavior and Opportunity 27
The Rise of Health 2.0 28
Focus of Efforts 29
Sample Websites 30
Programs and Initiatives: Case Studies 40
Marketing at the Edge 41
Learning Elements and Attributes 42
Educating an Underserved Population 43
Working with Government Agencies 44
Recognizing a New Disease Entity 45
Targeting a Selectively-Served Population 46
HIV Screening 47
Patient-Focused Therapy Development 48
Ambassadors for Chronic Therapies 49
Segmenting to Find Points of Engagement 50
Experiential Marketing 51
Orphan Diseases 52
Addressing Treatment Gaps 54
Patient Feedback Programs 56
Appendix 59
Successes 60
Disappointments 61
About Best Practices, LLC 62