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» Products & Services » » Marketing Management » Patient Advocacy

Patient-Focused Marketing: Engagement Milestones Along the Patient Journey

ID: PSM-306


Features:

24 Info Graphics

38 Data Graphics

400+ Metrics

13 Narratives

10+ Best Practices


Pages: 91


Published: 2014


Delivery Format: Shipped


 

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Single User: Authorizes use by the person who places the order or for whom the order was placed.

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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
The healthcare industry is rapidly evolving. Patients are seeking more information and getting involved in selecting and switching therapies. With the shift in power and influence, marketers are challenged to reach beyond their traditional product-orientation and conduct patient education, marketing and support across the patient journey.

Best Practices, LLC conducted this benchmarking study to understand how the growing influence of patients in the biopharmaceutical market is impacting activities and spend for marketing communications with patients. Reliable industry metrics in the study include the current spending levels, key activities, and investment allocation patterns for marketing to and interacting with patients.

This study employs a six-step “Patient Journey” framework that can serve as a benchmark for companies to acquire, convert, support, and retain patients for their medical products.


Industries Profiled:
Health Care; Pharmaceutical; Diagnostic; Biotech; Biopharmaceutical; Clinical Research; Laboratories; Medical Device; Consumer Products


Companies Profiled:
Abbott; UCB Pharma; Sanofi; Novo Nordisk Novartis; Mylan; Merck; Medtronic; Lilly; Gilead Sciences; Helsinn; Boston Scientific; Boehringer Ingelheim; Biogen Idec; Baxter BioScience; Bayer Healthcare; AstraZeneca; Apotex; Abbvie

Study Snapshot

Twenty-two marketing and patient engagement leaders from 19 different companies participated in this study. This report presents findings for all companies and for Large Company and Diabetes segments.

Key Findings

Many forces of market change: The Affordable Care Act and other market changes are challenging pharmaceutical marketers. Power and influence are shifting among market constituents.

Patient-focus Critical in Crowded Markets: In crowded markets, many factors in addition to efficacy and safety influence patient preferences and choices.  Patient-focused programs and support are forms of differentiation. 

Table of Contents

Executive Summary  . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3  
  • Objectives & Methodology 
  • Participating Companies                                                     
  • Key Findings & Insights 
Investment in Patient-Focused Activities & Programs   . . . . . . . . . . . . . . . . 17
Future Investment Levels in the Patient Journey . . . . . . . . . . . . . . . . . . . . 29
Investment within Patient Marketing,  Foundation & Leadership
Categories . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 33                                                           
Deployment of Patient-Focused Activities & Programs . . . . . . . . . . . . . . . . 38               
Activities Timing Across the Patient Journey  . . . . . . . . . . . . . . . . . . . . . . . 50
Best Practices Shared by Benchmark Participants . . . . . . . . . . . . . . . . . . . 61
Effective Patient Loyalty Programs  . . . . . . . . . . . . . . . . . . . . . . . . . . . . .  71
Pitfalls for Patient Marketers to Avoid . . . . . . . . . . . . . . . . . . . . . . . . . . .  75
Participant Demographics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 81
Appendix  . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .88

List of Charts & Exhibits

Activities: Timing & Spend across the Patient Journey
  • Deployment of Activities for Engaging Patients
  • Key Drivers of Patient Focus
  • Percentage of Marketing Budget Allocated to Patient-Focused Activities
  • Percentage of Total Patient Marketing Spend Invested at Each Journey Stage
  • Investment Level per Journey Stage by Benchmark Segment
  • Patient-focused marketing activities that produce best ROI
  • Anticipated Investment Level Change in Next 12 Months
  • Most Common Activities Across Each Stage
  • Marketing programs having greatest positive influence on patient loyalty
  • Pitfalls to avoid
  • Percentage of Companies Participating in All Activities by Stage