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Marketing Management » Patient Advocacy
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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.
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.