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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