Patient-Focused Marketing: Investment, Loyalty and Pitfalls Across the Patient Journey

STUDY OVERVIEW

The growing influence of patients in the biopharmaceutical market is impacting activities and spend for marketing interactions. In the competitive marketplace, marketers are learning to educate, communicate and engage patients throughout the entire patient path.

This benchmarking study was designed to produce reliable industry metrics on future spending levels, investment allocation patterns, loyalty programs and pitfalls for marketing to and communicating with patients. The study also reviews how companies are adopting a “Patient Journey” framework to acquire, convert, support, and retain patients for their medical products.

Executives can use this study to better understand best practices for effectively engaging patients and, the most common patient-focused activities during each of the six key stages of the Patient Journey. The research also has benchmarks around the percentage of total marketing budget that is earmarked for patient programs and investment distribution by activity category.


KEY TOPICS

• Six Key Stages of The Patient Journey
• Comparative Spend for Patient Marketing Vs. Leadership And Foundational Activities
• Most Effective Patient Loyalty Programs
• Future Spending Trends
• Pitfalls Patient Marketers Need to Avoid

• Marketing Investment Level Changes in the Next 12 Months
• Total Patient Marketing Investment Distribution by Activity
• Types of Marketing with The Greatest Positive Influence on Patient Loyalty
• Greatest Pitfalls or Stumbling Blocks Observed

• 83% of participants expect to increase spending for patient programs in at least one stage of the Patient Journey over the next 12 months. As many as 13% expect spending increases to exceed 25% at some stages.

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


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

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