市場調査レポート

患者中心主義:最新のマーケティング課題を解く

Patient-Centricity: Solving the latest marketing puzzle

発行 FirstWord 商品コード 277152
出版日 ページ情報 英文 68 Pages
納期: 即日から翌営業日
価格
本日の銀行送金レート: 1USD=101.51円で換算しております。
Back to Top
患者中心主義:最新のマーケティング課題を解く Patient-Centricity: Solving the latest marketing puzzle
出版日: 2013年07月01日 ページ情報: 英文 68 Pages
概要

患者の社会的地位の向上(エンパワーメント)は、この5年間にわたって、製薬会社のマーケティングで最も活発に議論されるトピックの一つになりました。

当レポートでは、製薬会社における患者中心主義について取り上げ、ビジネスモデルの構築方法、戦略の概要、「試行錯誤」の現状、重要なステップなどについて検証して、概略以下の構成でお届けいたします。

本調査で扱っている内容

  • 患者中心の価値は、製薬会社内でどのように示すことができるか?
  • 患者中心のマーケティングキャンペーンを展開するにあたって、何が必要か?
  • 患者のマーケティングキャンペーンを活用するのに最適なチャネルは?
  • 創薬の研究開発段階で、患者の洞察を統合する価値とは?
  • 将来の患者中心のイニシアティブとは?

レポートの重要な特徴

  • 患者業務のインフラを確立する最初のステップ
  • 患者中心の価値を実現して統合する方法
  • 総合的に比較:患者中心のキャンペーン vs. 単発アプリ・短期ソリューション
  • 患者の洞察・必要性を研究開発プロセスに統合する方法
  • 患者の遍歴・洞察を定義するベストプラクティスの概要

専門家の見解

レポートのハイライト

目次

Abstract

Patients have voices. And they're making themselves heard. Better informed and aware than ever before, thanks to online websites, forums and research libraries, the empowered patient has become a formidable force to be reckoned with. The question is: how is pharma responding?

Increasingly, the answer has been patient-centric departments within organisations, who have launched everything from awareness/education campaigns and apps to patient support programmes across multiple platforms. Yet, to date, such programs lack the deep background needed to truly access patient input. What's more, there is no broad consensus on patient-centric practices, nor are there standard operating procedures. That is, until now.

In Patient-Centricity: Solving the latest marketing puzzle, FirstWord gathers the collected wisdom and shared intelligence of industry experts currently engaged in patient affairs. Over six parts, the report explores the myriad unknowns of patient empowerment and provides a critical overview that aims to establish a broad consensus, best practices and insight into how to integrate patient-centricity into the pharma business model.

Key Benefits

Over the past five years, patient empowerment has become one of the most actively discussed topics in pharma marketing. Yet the experience and efforts of organisations attempting to create cohesive patient-centric programmes have not lead to any clear road map for the industry. Patient-Centricity: Solving the latest marketing puzzle offers a clear-eyed analysis of the current state of patient-centricity and a guide for creating consensus. Amongst the benefits, this report will help you to:

  • Understand how to make patient-centricity a central plank to pharma's business model
  • Devise strategies for creating above-brand patient affairs departments
  • Understand the value of the current 'trial and error' nature of patient-centric efforts
  • Develop key steps in developing patient marketing and awareness campaigns

Key Quotes

"My dream scenario is that every part of the company on their own headcount, on their own resources, appoints a patient champion with whom we can then connect and share as a true network. He or she doesn't need to report to me. There's absolutely no reason to. It's a true matrix." Dr Lode Dewulf, chief patient affairs officer, UCB

"The insights that we have already gained and will continue to gain allow us to push those insights into R&D to come up with potentially better solutions at the onset. We have a better picture of what patients want from us and expect from us. That allows our R&D staff to think about the patient much earlier on in development and ultimately will lead to a much better solution for patients in the long run." John Koconis, president and CEO, LEO Pharma Inc .

"One of the big issues with patient-centricity is that there is a lot of feedback and a lot of things coming back, but who's looking at them? And who is in the decision-making role responsible for this? Very often in big companies, you don't find that role." Ashok Bhaseen, vice-president of marketing and sales, Pediapharm

Patient-Centricity: Solving the latest marketing puzzle answers key questions:

  • How can patient-centric values be demonstrated within pharma?
  • What is needed to create tailored patient-centric marketing campaigns?
  • Which channels are best for leveraging patient marketing campaigns?
  • What is the value of integrating patient insights at the R&D stage of drug development?
  • What is the future of patient-centred initiatives?

Key Report Features

  • Insights into first steps in establishing a patient affairs infrastructure
  • Advice on how to realise and incorporate patient-centric values within a company
  • Comparison of comprehensive, patient-centric campaigns versus one-off apps and short term solutions
  • Discussion of how to integrate patient insights and needs into the R&D process
  • Overview of best practices for defining the patient journey and insights, from conducting primary research to communicating the message within an organisation

Expert Views

  • Dr Lode Dewulf , chief patient affairs officer, UCB
  • John Koconis , president and CEO, LEO Pharma Inc.
  • Mike Edwards , director of patient relations, insights and stakeholder management at LEO Pharma Inc.
  • Ashok Bhaseen , vice-president marketing and sales at Pediapharm and president of Thyroid Federation International
  • Gary Pelletier , senior director of Pfizer Helpful Answers at Pfizer
  • Anonymous , a senior manager responsible for patient marketing at a leading biotechnology company
  • Linda Bolland , PharmD, MBA, director of drug use policy, supply chain and clinical integration at MaineHealth
  • Matt Hall , CEO of Human Care Systems
  • Dyan Bryson , vice president of patient-enablement services at Indegene Lifesystems

Report Highlights

Patient-centric efforts are moving to the forefront of pharma

Back to Top