Innovations in Patient-Focused Initiatives: Case Studies in Reaching, Engaging and Supporting Patients : Market Research Report

Innovations in Patient-Focused Initiatives: Case Studies in Reaching, Engaging and Supporting Patients

Published: Jul. 1, 2009 - 62 Pages

Table of Contents: Study Objective and Participants; Research Objectives and Methodologies; Study Participants; Survey Respondents Characteristics
Key Perspectives: Increasing Relevance; Drivers of Change; Evolving Goals and Strategies; Patient-Focused Activity Maturity Curve; Positioning Pharma in New Paradigm; Need for Clear Communication Strategy
Survey Findings: Collaboration Activities; Collaboration Purposes; Collaboration Success Drivers; Collaboration Lessons Learned; Media and Channel Use; Media/Channels Support Many Purposes; Resistance Toward New Media/Channels; Notable Patient-Focused Activities; Innovation Leaders in Engaging Patients
Electronic Media: Consumers Spending More Time Online; New Information-Seeking Behavior and Opportunity; The Rise of Health 2.0; Focus of Efforts; Sample Websites
Programs and Initiatives: Case Studies: Marketing at the Edge; Learning Elements and Attributes; Educating an Underserved Population; Working with Government Agencies; Recognizing a New Disease Entity; Targeting a Selectively-Served Population; HIV Screening; Patient-Focused Therapy Development; Ambassadors for Chronic Therapies; Segmenting to Find Points of Engagement; Experiential Marketing; Orphan Diseases; Addressing Treatment Gaps; Patient Feedback Programs
Appendix: Successes; Disappointments
About Best Practices, LLC

Abstract

STUDY OVERVIEW

With so much riding on the consumers’ acceptance of a product, it is only logical to have in place initiatives that focus on the unfulfilled needs of the consumer population when designing marketing strategies. The benefits of consumer acceptance can span from the establishment of name recognition/distinction and reputation to the generation and retention of patient referrals.

Earning this reputation in the market helps to engender pride and trust not only amongst staff, but amongst the various stakeholders within the community as well. It is the acceptance of the consumers that will, ultimately, have the greatest effect on a product’s success in the market, thus spurring the revenue generated by a product.

As pharmaceutical, biotechnology and medical device companies seek new “go-to-market” strategies and tactics, they have explored new ways to approach and engage patient populations. This benchmarking report examines the programs and initiatives aimed at directly affecting the lives and treatment of patients.

Industries Profiled:

Biotech; Pharmaceutical; Consumer Products; Diagnostic; Health Care; Research; Technology; Manufacturing; Telecommunications

Companies Profiled:

Acorda Therapeutics; Sanofi-aventis; Amgen; Bayer; Biogen Idec; Boehringer Ingelheim; Bristol-Myers Squibb; Dorland Global; Eli Lilly; Genentech; Genzyme; GlaxoSmithKline ; Hospira; Innopharma; Jazz Pharmaceuticals; Kyowa Hakko Kirin; Merck; Minnow Medical; Nektar Therapeutics; Novartis; Noven Therapeutics; Novo Nordisk; Organon; Pacira Pharmaceuticals; Pfizer; Sandoz; Skin Medica; Smith & Nephew; Solvay Pharmaceuticals; Stiefel; Teva Pharmaceutical Industries Ltd; Theratechnologies; Triton; Zimmer

STUDY SNAPSHOT

This benchmarking study, based on benchmark survey data and executive interviews of 45 participants from more than 34 leading pharmaceutical, biotechnology and medical device companies, was conducted to examines the programs and initiatives aimed at directly affecting the lives and treatment of patients. This report provides benchmarks, insights and best practices in such key areas as:

Gaining insights into the current landscape and the future of these patient-focused initiatives
Describing the rationale and objectives of these efforts
Defining the conditions and measures of success
Understanding the potential pitfalls and limitations of such efforts
Collecting examples and develop “case study” snapshots of innovative programs and initiatives

KEY FINDINGS

The following are select key findings from the report executive summary.

Patient-focused work is largely experimental and somewhat suspect
Pockets of effort are in the early stages
Traditional pharma perspectives “frown on” such activities
Efforts are often focused on relatively small target populations
Allows engagement at an individual level
Keeps costs down
Commercial elements are muted
Patient benefits and healthcare outcomes are in foreground
Public health benefits overshadow focus on commercial gain
Alignment with patient outcomes offers alternative measures of success

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2/15/2012 - 32

Innovations in Patient-Focused Initiatives: Case Studies in Reaching, Engaging and Supporting Patients

Table of Contents

Abstract