SOURCE: Cutting Edge Information

August 16, 2007 07:26 ET

Best Time for Pharma Patient Education Could Be in the Doctor's Office

RESEARCH TRIANGLE PARK, NC--(Marketwire - August 16, 2007) - According to a recent report published by leading pharmaceutical intelligence firm Cutting Edge Information, the success of patient education programs hinges on their ability to reach patients with unbiased information at critical moments. A comprehensive summary of this report can be found at:

At a time when health information is readily available, consumers must reconcile advertisements, web articles, and discussions to find treatments that are safe and effective. Such a task can be daunting, and it often leaves consumers wary of being taken advantage of. Simultaneously, pharmaceutical companies seek to provide patients with valuable information at times when they are most receptive to that information.

The study, which examines patient education programs from across the pharmaceutical and biotechnology sectors, identifies key opportunities for educating patients. "The optimal window for communicating with patients is the time they spend in the waiting room at the doctor's office," explains Eric Bolesh, research team leader at Cutting Edge Information. "This is the point when most patients are focused on their conditions and healthcare options." According to the surveyed brands, the point of interaction with a doctor also represents a critical period in patient education efforts, while the post-treatment period receives relatively little attention.

The results of study exhibit a trend toward greater strides in patient education. While direct-to-consumer (DTC) advertising continues to be a focus, the majority of brands surveyed increased patient education expenditures substantially from 2006 to 2007.

The report, "Patient Education and Direct-to-Patient Communication" (, compiles data from 20 different patient education programs from across the drug industry. The report's findings show that companies are allocating more money and time to patient programs that reach individual consumers with clear information and a minimum of promotional distractions.

To view a summary of this report, visit

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