Patient Centricity 2.0 (Marketing)

Patient Centricity 2.0 (Marketing)


Patient-centricity is more than a buzzword — it’s the new way of life for leading life sciences companies.  This report investigates how companies are implementing structures, resources and tactics to best support patient-centric strategies.  It also explores different types of patient-centric initiatives — including resources, timelines and ROI — to provide readers with snapshots of different programs they can conduct to bring their company’s patient-centricity to the next level.

  • Increase awareness of — and improve strategy and planning for — patient-centric initiatives.
  • Determine best-fit structures for disseminating patient-centric messages.
  • Benchmark patient-centric initiative costs, staffing and duration to plot successful initiatives and ensure adequate support.
  • Learn effective methods for measuring ROI, a consistent challenge for patient-centric programs.
  • Explore different types of patient-centric programs and use your peers’ experiences to develop best practices. Aggregate data and individual profiles on patient-centric programs provide insights on a wide range of programs.


  • Description
  • Additional information

Report Details

Patient-Centricity means that companies engage with actual drug/device end-users (aka patients/consumers/humans)! They listen to patient concerns about things like quality of life, dosage, delivery, side effects (diet issues, weight gain, etc), and anything else that affects real people. They engage with patient communities and work with them to ensure that patients have the knowledge, resources and support systems they need. This report’s three chapters are about these topics:

  • Chapter 1 is about the prevalence of patient-centric initiatives and the rise of dedicated teams.
  • Chapter 2 is about roles/responsibilities for patient-centric programs and distribution channels.
  • Chapter 3 has profiles of specific patient-centric initiatives.

Data have been split by by geography:

  • Global
  • US
  • Asia-Pacific
  • Latin America
  • Middle East and Africa

Data have also been split by company size:

  •  Top 10 pharma
  • Top 50 pharma
  • Small pharma
  • Device
  • Consultant / CRO
Report Features

Gain awareness of and improve strategy and planning initiatives for patient-centricity: Improving strategy and planning is essential to maximizing patient-centric initiatives’ impact. Proper planning enables teams to deliver the information or service that patients need most, determine the most effective way to solve this need and discover the best way to communicate the solution to patients. This study includes detailed best practices and strategies for balancing patient needs with internal commercial priorities. It also includes methods companies use to identify and communicate initiatives for patient-centricity.

Reasons to Buy

Benchmark patient-centric initiative costs, staffing and duration to plot successful initiatives and ensure adequate support: Every initiative for patient-centricity will be slightly different in operations, strategy and resources. Companies need to consider these details before they can successfully implement patient-centric activities. The data in this study provide initiative details, company backgrounds, initiative spending and other resource metrics to help pharmaceutical and medical device teams implement and plan their patient-centric tactics.

Target Audience

Determine best-fit structures for disseminating patient-centric messages: Teams weigh several factors when deciding the best path for distributing messages for patient-centricity. Online platforms are being used as a primary point of communication. But within the online sphere there are several approaches that teams can use. This study explores online channels used to engage patients, as well as the percentage of companies using those platforms.

Chapter Example

When it comes to developing and managing patient-centric initiatives, dedicated patient-centric groups are active across a spectrum of activities. Figures 2.1 and 2.2 show that among all surveyed groups, 68% work on identifying unmet patient needs, and 61% shape the strategic approach to patient-centric operations. When it comes to developing these initiatives, 68% of patient-centric groups are involved, compared with 89% in the US that are involved with implementation and promotion.

In terms of geographic divisions and company types, surveyed dedicated groups in the US are more likely to be directly involved in program implementation (89%) than European and Canadian groups (44%). Among Top 50 groups, involvement in the development stage of patient-centric initiatives is significant but drops to 67% of surveyed companies when it comes to program implementation.

Dedicated patient-centric groups are becoming increasingly common in many organizations. Group members are typically pulled from marketing or business intelligence groups that have worked directly with products. In some cases, patients are also part of patient-centric groups.

According to one group leader from Company A, “I consider myself to be the voice of the patient for the organization.” Company A has made a concerted effort from the top-down to ensure that patient-centricity is a key focus of the company. The dedicated team leader at Company B is in a similar role. The Company B team leader noted that “the role of patients continues to evolve, and we need to evolve our approach to match that.”