SOURCE: Cutting Edge Information

Cutting Edge Information

November 03, 2016 09:15 ET

Half of Global Groups Report Calling on Most Functions to Contribute to the Process of Defining Patient-Centric Ideals

Insight on functional involvement in developing organizations' patient-centric attitudes

DURHAM, NC--(Marketwired - November 03, 2016) - A new study published by Cutting Edge Information revealed that half of all surveyed global pharmaceutical organizations interact with their companies' sub-functions to brainstorm patient-centric ideals. Functions include dedicated patient-centric marketing groups, more broad umbrella marketing teams, brand teams, new product planning, market access, corporate communication, legal and regulatory affairs, medical affairs and third-party vendors. Only 25% of these global teams reported calling on clinical development or Research & Development functions. In addition, 25% of surveyed groups also called on academic collaboration sources.

According to Patient-Centricity 2.0: Communication Strategies to Boost Patient Engagement, 74% of US groups report brand team involvement in developing their organizations' patient-centric ideas. Just over half (53%) look to third-party vendors and legal/regulatory affairs when developing initiatives, while 47% communicate with their dedicated patient-centric marketing groups and medical affairs. Other functions are involved in this process; however, less than one-third call on these other groups.

"Patient-centric strategies are often all-encompassing," said Adam Bianchi, senior director of research at Cutting Edge Information. "Therefore, life science companies look to multiple groups to create their understanding of the concept as well as realistic goals."

An executive director of global strategic planning claimed that commercialization, operations and development are the largest stakeholders in her company's patient-centric communications process. This executive explained that the company relied upon expertise from legal, regulatory groups and other external sources when needed. The company also seeks external resources to better help define its operational needs.

Patient-Centricity 2.0: Communication Strategies to Boost Patient Engagement, available at https://www.cuttingedgeinfo.com/research/marketing/patient-centricity/, explores different types of patient-centric programs and various drug companies' experiences to develop best practices around new strategies. The report's aggregate data and individual profiles on patient-centric programs provide insights on a wide range of initiatives. The study is designed to help pharmaceutical company executives:

  • Benchmark the costs to implement patient-centric initiatives, including staffing and time duration to plot successful initiatives and ensure adequate support.
  • Learn effective methods for measuring ROI for patient-centric initiatives -- a consistent challenge for patient-centric programs.
  • Increase awareness of -- and improve strategy and planning for -- patient-centric initiatives.
  • Determine best-fit structures for disseminating patient-centric communication.

For more detailed information on Cutting Edge Information's patient-centric benchmarking research, visit http://www.cuttingedgeinfo.com.

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