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Best Practice Database
Product Launch » Market Entry: Metabolic and Cardiovascular Diseases
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Patients are one of the critical stakeholders in the healthcare marketplace and thus play an important part in a new cardiovascular product's market entry. Patients learn about new cardiovascular products from a number of sources, but the principal source of new product information is the manufacturer. Two important ways that biopharma organizations deliver cardiovascular new product information to patients are education programs and direct-to-consumer marketing.
Best Practices, LLC conducted this research to explore different avenues for informing patients about new cardiovascular products, including education programs and DTC marketing. Biopharmaceutical leaders can use this research to determine effective approaches to educating patients about new cardiovascular products.
SAMPLE KEY FINDING
The research employed a data gathering approach that gleaned quantitative data from 44 executives and managers from 38 leading companies in pharmaceutical, biotechnology and medical device industries. In addition, six executives participated in in-depth interviews.