Designing Patient Communication Programs (PH131)

Education, Adherence, and Disease Management

  • 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.

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  • 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:

    • Allergan
    • AstraZeneca
    • Boehringer-Ingelheim
    • Eli Lilly
    • EUSA Pharma
    • Genzyme
    • Grupo Farma
    • OxThera
    • Pfizer
    • Sanofi-Aventis
    • Schering-Plough
    • Teva
    • UCB
    • Upsher-Smith
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  • Patient Communication Programs Metrics

    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


    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 levels 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
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  • Patient Communication Programs Report Sample

    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.

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