Patient-Focused Marketing:
Engagement Milestones
Along the Patient Journey
Stage V:
Disease
Management
Stage VI:
Patient
E...
 Executive Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
 Objectives &...
Benchmark Metrics IdentifiedStudy Overview
:
 Six key stages of the Patient Journey
 Leading patient-focused activities ...
Benchmark Class:
4
Copyright © Best Practices, LLC
Large Company
Segment (LCS):
 Abbott
 Abbvie (2)
 AstraZeneca
 Bax...
• The Affordable Care Act and other market changes are challenging
pharmaceutical marketers. Power and influence are shift...
Marketers Must Engage Patients along Their Entire Journey
In competitive markets, marketers are learning to educate, commu...
Spend Is Greatest at Consideration; Least at Diagnosis Stage
On average, companies spend more than half their patient enga...
8
Copyright © Best Practices, LLC
Q. What changes, if any, do you anticipate for the next 12 months in spending levels fo...
Top 5 Most Common Activities for Patient Engagement
Nearly all companies provide physician education and have begun to cre...
Stage I – Awareness – Most Often Involves Advocacy Activities
Most Common Stage I Activities: Awareness & Screening
53%
37...
BEST PRACTICES,
®
LLC
Best Practices, LLC
6350 Quadrangle Drive, Suite 200
Chapel Hill, NC 27517
www.best-in-class.com
Abo...
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Patient-Focused Marketing: Engagement Milestones Along the Patient Journey

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The healthcare industry is rapidly evolving. Patients are seeking more information and getting involved in selecting and switching therapies. With the shift in power and influence, marketers are challenged to reach beyond their traditional product-orientation and conduct patient education, marketing and support across the patient journey.

Best Practices, LLC conducted this benchmarking study to understand how the growing influence of patients in the biopharmaceutical market is impacting activities and spend for marketing communications with patients. Reliable industry metrics in the study include the current spending levels, key activities, and investment allocation patterns for marketing to and interacting with patients.

This study employs a six-step “Patient Journey” framework that can serve as a benchmark for companies to acquire, convert, support, and retain patients for their medical products.

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Patient-Focused Marketing: Engagement Milestones Along the Patient Journey

  1. 1. Patient-Focused Marketing: Engagement Milestones Along the Patient Journey Stage V: Disease Management Stage VI: Patient Empowerment Copyright © Best Practices, LLC Stage IV: Treatment (within HCP office) Stage III: Consideration of Therapeutic Options Stage II: Diagnosis of Condition Stage I: Awareness & Screening Best Practices, LLC Strategic Benchmarking Research
  2. 2.  Executive Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3  Objectives & Methodology  Participating Companies  Key Findings & Insights  Investment in Patient-Focused Activities & Programs . . . . . . . . . . . . . 17  Future Investment Levels in the Patient Journey . . . . . . . . . . . . . . . . . . 29  Investment within Patient Marketing, Foundation & Leadership Categories . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 33  Deployment of Patient-Focused Activities & Programs . . . . . . . . . . . . . 38  Activities Timing Across the Patient Journey . . . . . . . . . . . . . . . . . . . . . 50  Best Practices Shared by Benchmark Participants . . . . . . . . . . . . . . . . . 61  Effective Patient Loyalty Programs . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 71  Pitfalls for Patient Marketers to Avoid . . . . . . . . . . . . . . . . . . . . . . . . . . . 75  Participant Demographics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 81  Appendix . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .88 2 Copyright © Best Practices, LLC Table of Contents
  3. 3. Benchmark Metrics IdentifiedStudy Overview :  Six key stages of the Patient Journey  Leading patient-focused activities by stage  Percentage of total Marketing budget that is earmarked for patient programs  Percentage of patient program funds spent at each stage of the journey  Cost of patient marketing per $1,000 in corporate revenue that programs support  Comparative spend for patient marketing vs. leadership and foundational activities  Most effective patient loyalty programs  Future spending trends  Best practices for effectively engaging patients  Pitfalls patient marketers need to avoid This benchmarking study was designed to produce reliable industry metrics on current spending levels, key activities, and investment allocation patterns for marketing to and communicating with patients. The study also investigates how companies are adopting a “Patient Journey” framework to acquire, convert, support, and retain patients for their medical products. Best Practices, LLC engaged 22 leaders at 19 companies through a benchmarking survey instrument. Qualitative data came from in-depth interviews with seven participants. Research Overview: Objectives, Methodology, Benchmarks 3 Copyright © Best Practices, LLC This benchmark report identifies metrics around:Research Objective: Methodology: Best Practices, LLC undertook this benchmark study to understand how the growing influence of patients in the biopharmaceutical market is impacting activities and spend for marketing interactions with patients.
  4. 4. Benchmark Class: 4 Copyright © Best Practices, LLC Large Company Segment (LCS):  Abbott  Abbvie (2)  AstraZeneca  Baxter  Boehringer Ingelheim  Gilead  Lilly  Novo Nordisk  Sanofi Diabetes Segment: Bold, underlined company names indicate companies included in the Diabetes segment. Nineteen Companies Participated in the Benchmark Study Twenty-two Marketing and patient engagement leaders from 19 different companies participated in this study. This report presents findings for all companies and for Large Company and Diabetes segments.
  5. 5. • The Affordable Care Act and other market changes are challenging pharmaceutical marketers. Power and influence are shifting among market constituents. • No longer do physicians alone determine market access and product success. Patients are better informed and have more choices. Patients themselves are central to decisions on starting, sustaining, or switching therapies. • In crowded markets, many factors in addition to efficacy and safety influence patient preferences and choices. Patient-focused programs and support are increasingly forms of differentiation. • For many patients – especially with chronic care conditions – the journey lasts for years. Pharmaceutical marketers are challenged to reach beyond their traditional product-orientation and conduct patient marketing, education, and support across a multi-period lifecycle. Patient influence is ascending & marketers are challenged to invest wisely across the full patient journey. Power Shifts Are Occurring within the Healthcare System Patient-focus Critical in Crowded Markets Navigating Requires Process Orientation KEY FINDINGS Many Forces of Market Change Patients Remain Central to Success 5 Copyright © Best Practices, LLC
  6. 6. Marketers Must Engage Patients along Their Entire Journey In competitive markets, marketers are learning to educate, communicate and engage patients throughout the entire patient path. This benchmark analysis employs a six-step framework to trace the patient journey. The 6 Stages of the Patient Journey Stage IV: Treatment (within HCP office) Stage I: Awareness & Screening Stage III: Consider Therapeutic Options Stage II: Diagnosis of Condition Stage VI: Patient Empowerment Stage V: Disease Management (Adherence, Compliance & Persistency) 6 Copyright © Best Practices, LLC KEY FINDINGS
  7. 7. Spend Is Greatest at Consideration; Least at Diagnosis Stage On average, companies spend more than half their patient engagement funds by the end of Stage III (Consideration). The lightest spend is for patient activities during Stage II (Diagnosis). Percentage of Total Patient Marketing Spend Invested at Each Journey Stage Stage II: Diagnosis of Condition Stage III: Consideration of Therapeutic Options Stage V: Disease Management Stage IV: Treatment (within HCP office) Stage VI: Patient Empowerment Stage I: Awareness & Screening 20% 10% 23% 17% 14% 17% (n=19) 7 Copyright © Best Practices, LLC Q. For your most recently completed fiscal year, what percentage of total patient marketing resources for your franchise (or brand) was invested to reach patients at each stage of the patient journey?
  8. 8. 8 Copyright © Best Practices, LLC Q. What changes, if any, do you anticipate for the next 12 months in spending levels for marketing activities to reach patients at each stage of the patient journey? (Choose one for each stage) Investment Level Change Next 12 Months: Total Benchmark Class 13% 6% 13% 13% 6% 6% 27% 29% 13% 27% 25% 6% 20% 18% 25% 7% 19% 19% 33% 41% 44% 47% 31% 63% III. Consideration of Therapeutic Options V. Management VI. Empowerment IV. Treatment I. Awareness & Screening II. Diagnosis of Condition Increase > 25% Increase 11-25% Increase 1-10% Stay the same (n=16) % Increasing 60% 53% 51% 47% 50% 31% % Responses Majority Plan to Increase Patient Spend in Next 12 Months Overall, 83% of participants expect to increase spend in at least one stage of the journey in the next year. A majority plans increases in four of six stages, with Consideration seeing the biggest gain. For some, spending increases will exceed 25%. Few expect any cuts. The exception is Awareness, where 19% anticipate spending decreases. % Decreasing 0% 6% 4% 6% 19% 6%
  9. 9. Top 5 Most Common Activities for Patient Engagement Nearly all companies provide physician education and have begun to create partnerships with advocacy groups. Website portals, in-office branded product information and (in the US) DTC advertising each involve more than two thirds of participants. Q. Which of the following activities are included in the Patient Marketing spend for your franchise/brand? (Choose all that apply) Top 10 Patient-Focused Activities: US & Global Responses (#1-5) 89% 89% 78% 67% 67% 100% 77% 77% 8% 46% HCP education & tools in support of patients Partnerships with patient advocacy groups/ associations Website portal about the disease DTC Advertising campaigns In-office branded product information US Only Global Responses US, (n=9) Global, (n=13) 9 Copyright © Best Practices, LLC % Responses
  10. 10. Stage I – Awareness – Most Often Involves Advocacy Activities Most Common Stage I Activities: Awareness & Screening 53% 37% 32% 26% 26% I:Partnerships with patient advocacy groups/associations I:HCP education I:Market research to understand patient I:Unbranded educational handouts I:Website portal about the disease (n=19) % Responses During the Awareness & Screening Stage, partnerships with patient advocacy groups are the dominant activity among benchmark participants, with 53% of companies involved. Q. At Stage I of the patient journey —Awareness— which of the following Patient Marketing activities do you conduct in support of your franchise/brand? 10 Copyright © Best Practices, LLC
  11. 11. BEST PRACTICES, ® LLC Best Practices, LLC 6350 Quadrangle Drive, Suite 200 Chapel Hill, NC 27517 www.best-in-class.com About Best Practices, LLC Best Practices, LLC is a research and consulting firm that conducts work based on the simple yet profound principle that organizations can chart a course to superior economic performance by studying the best business practices, operating tactics, and winning strategies of world-class companies. 11 Copyright © Best Practices, LLC
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