Improve Patient Communication and Generate Sales
What does an effective patient communications program look like? In today’s information-hungry environment, it takes more than a company website to motivate patients. Although developing a superior program involves vetting a dizzying number of options, if your brand succeeds, the benefits are palpable: earn customers’ trust, win higher brand awareness and loyalty, improve patient adherence, and generate sales.
Improve your campaigns to make them resonate with patients. The study’s findings and expert advice address pharmaceutical executives’ most pressing questions. Some of these questions include:
What measureable patient education goals should I have in place?
Patient communications is increasingly being tied to global brand strategy. Examine our extensive patient communication brand profiles, including performance metrics specific to therapeutic areas, responsibilities for certain activities, which tools brand teams use, the level of staffing required and length of development. The study also includes rankings of various tools that provide insight into their effectiveness.
Do I have the resources to achieve these goals?
Our data benchmarks reveal real-company budgets and staffing for more than 30 brands, evaluating the efficiency of up to 19 different tools. The study’s data analysis and recommendations allow executives to efficiently allocate resources to meet their needs.
Is my patient education collateral objective and accessible?
Sophisticated tools are not useful if the content is difficult to understand or doctors consider it biased or too branded. The report’s actionable strategies for improving your messages are easy to implement and aim to satisfy the key players.
What impact will social media have?
With new media seemingly permeating all parts of drug companies’ marketing and sales efforts, it can be difficult to understand which are the most useful and effective. Find trend analysis and commentary from top executives who weigh in on the latest media trends and their contributions to patient education. The study also includes recommendations to overcome regulatory obstacles.
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Chapter 1: Patient Communication Resource Allocation and ROI
* 2008 overall marketing budgets: brands with budgets of less [more] than $5 billion
* Patient communication spending as a percentage of overall marketing budget, by brand
* Percentage of brands increasing, decreasing and not changing patient education budgets
Staffing metrics
* Number of FTEs on brand team, by brand
* Percentage of time dedicated to patient communication activities, by brand
* Percentage of brands increasing, decreasing and not changing patient communication staffing levels
* Percentage increase among those brands planning to increase patient communication staffing
* Percentage of patient communications budget outsourced
ROI metrics
* Percentage of companies that calculate ROI on patient communication activities
* Prevalence of quantitative ROI measurements in calculating patient communication success
Chapter 2: Patient Education Tools
Percentage of brands using the following tools and the importance of goals for them:
* Web-based tools
* Multimedia content
* Printed tools
* One-on-one tools
Metrics showing development - in cost (thousands) and in time (days) - and staffing numbers for the following:
* Web site
* Email correspondence programs
* Direct mail
* Dosing or refill reminder postcard programs
* Magazine article campaigns
* Brochures
* Posters and wallboards
* Patient resource kits
* Percentage of brands using other tools
* Refill/reminder call centers
* Inbound call centers
* In-person education programs
* Pharmacy programs
* Doctor’s office videos
Chapter 4: Patient Communications Brand Profiles
This chapter contains profiles for 27 brands’ unique patient communication programs. The findings are presented in a series of charts and graphs for each program. Each profile contains the following figures:
* Patient Communication Budget
* Patient Communication Staffing
* ROI Measures
* Media Used
In addition, for each type of media - web-based, print-based and one-to-one - used by the individual brand, the following figures are presented:
* Tools Used by Brand
* Function Leading Efforts/Contributing Functions
* Goals for Communication
* Activity Budget, Staffing and Timelines
* Allergan
* AstraZeneca
* Boehringer-Ingelheim
* Eli Lilly
* EUSA Pharma
* Genzyme
* Grupo Farma
* OxThera
* Pfizer
* Sanofi-Aventis
* Schering-Plough
* Teva
* UCB
* Upsher-Smith
Other selected research from the 'Business Development' category:
Pricing and Reimbursement: Innovative Risk-Sharing Strategies
Practical Guide to Finding Partners in Pharma and Biotech, 2nd edition
Other selected research from the 'Branding' category:
Winning Pharmaceutical Brand Management: Maximizing brand value through best practice in brand development and product marketing
Maximizing Prescribing Opportunities: Capitalizing on Primary and Secondary Care