Build effective platforms for patient communications
What does an effective patient communication program look like? In today's information-hungry environment, it takes more than a company website to speak to patients. Although developing a superior program involves vetting a dizzying number of options, successful teams earn customers' trust, win higher brand awareness and loyalty, and improve patient adherence and compliance.
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.
Companies Included in Patient Communication Programs Research
In all, 33 companies contributed to this report, including drug companies of all sizes as well as consultants specializing in the accessibility and distribution of patient communication materials. Individual brands profiled for this report are marketed by the following companies:
Chapter 1: Patient Communication Resource Allocation and ROI
Overall marketing budgets: brands with revenue of less 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
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
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:
Metrics showing development - in cost (thousands) and in time (days) - and staffing levels for the following:
Email correspondence programs
Dosing or refill reminder postcard programs
Magazine article campaigns
Posters and wallboards
Patient resource kits
Percentage of brands using other tools
Refill/reminder call centers
Inbound call centers
In-person education 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
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:
The following excerpt is taken from Chapter 1, "Patient Communication Resource Allocation and ROI."
A patient program specialist emphasizes that measurements should not only be utilized to guarantee funding. Much value lies in their ability to enable brand teams to recognize which pieces of their programs provide the most value to their individual brands. This internal check helps teams answer the following questions:
Which patient communication technique increases prescription growth the most?
Which patient communication technique provides the greatest growth per FTE hour?
What activities increase patients'/physicians'/pharmacists'/caregivers' trust?
What activities seem to antagonize patients/physicians/pharmacists/caregivers?
With this information, brand teams will know which of their activities work and which need adjusting or discontinuing for maximum impact. For brand teams facing limited funding and staffing, understanding exactly which pieces of programming are the most effective will enable the team to utilize its resources in the most productive combination of communications and drive brand growth.