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Nineteen Companies Participated in the Benchmark Study
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.
• The Affordable Care Act and other market changes are challenging pharmaceutical marketers. Power and influence are shifting among market constituents.
• No longer do physicians alone determine market access and product success. Patients are better informed and have more choices. Patients themselves are central to decisions on starting, sustaining, or switching therapies.
• In crowded markets, many factors in addition to efficacy and safety influence patient preferences and choices. Patient-focused programs and support are increasingly forms of differentiation.
• For many patients – especially with chronic care conditions – the journey lasts for years. Pharmaceutical marketers are challenged to reach beyond their traditional product-orientation and conduct patient marketing, education, and support across a multi-period lifecycle.
Patient influence is ascending & marketers are challenged to invest wisely across the full patient journey.
Power Shifts Are Occurring within the Healthcare System
Marketers Must Engage Patients along Their Entire Journey In competitive markets, marketers are learning to educate, communicate and engage patients throughout the entire patient path. This benchmark analysis employs a six-step framework to trace the patient journey.
Spend Is Greatest at Consideration; Least at Diagnosis Stage
On average, companies spend more than half their patient engagement funds by the end of Stage III (Consideration). The lightest spend is for patient activities during Stage II (Diagnosis).
Percentage of Total Patient Marketing Spend Invested at Each Journey Stage
Q. What changes, if any, do you anticipate for the next 12 months in spending levels for marketing activities to reach
patients at each stage of the patient journey? (Choose one for each stage)
Investment Level Change Next 12 Months: Total Benchmark Class
13%
6%
13%
13%
6%
6%
27%
29%
13%
27%
25%
6%
20%
18%
25%
7%
19%
19%
33%
41%
44%
47%
31%
63%
III. Consideration of Therapeutic Options
V. Management
VI. Empowerment
IV. Treatment
I. Awareness & Screening
II. Diagnosis of Condition
Increase > 25% Increase 11-25% Increase 1-10% Stay the same
(n=16)
%
Increasing
60%
53%
51%
47%
50%
31%
% Responses
Majority Plan to Increase Patient Spend in Next 12 Months
Overall, 83% of participants expect to increase spend in at least one stage of the journey in the next
year. A majority plans increases in four of six stages, with Consideration seeing the biggest gain. For
some, spending increases will exceed 25%. Few expect any cuts. The exception is Awareness, where
19% anticipate spending decreases.
%
Decreasing
0%
6%
4%
6%
19%
6%
Top 5 Most Common Activities for Patient Engagement
Nearly all companies provide physician education and have begun to create partnerships with advocacy groups. Website portals, in-office branded product information and (in the US) DTC advertising each involve more than two thirds of participants.
Q. Which of the following activities are included in the Patient Marketing spend for your franchise/brand? (Choose all
that apply)
Top 10 Patient-Focused Activities: US & Global Responses (#1-5)
89%
89%
78%
67%
67%
100%
77%
77%
8%
46%
HCP education & tools in support of patients
Partnerships with patient advocacy groups/associations