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

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.

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 examine 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 developing “case study” snapshots of innovative programs and initiatives

• 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