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Best Practice Database
Product Launch » Influences on Market Entry
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Patients are one of the critical stakeholders in the healthcare marketplace and thus play an important part in a new product's market entry. Patients learn about new products from a number of sources, but the principal driver of new product information is the manufacturer. Two important ways that biopharma organizations deliver 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 products, including education programs and DTC marketing. Biopharmaceutical leaders can use this research to determine effective approaches to educating patients about new 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.