Accenture’s product launch research gives fact-based insights into what will enable pharmaceutical companies to successfully launch new treatments in this challenging market. Visit https://accntu.re/2mA8YFp to learn more.

1. Copyright © 2018 Accenture. All rights reserved.
PRODUCT LAUNCH:
THE PATIENT HAS
SPOKEN
An inside look at what
patients want and need
Patient Inspired. Outcomes Driven.

2. Copyright © 2018 Accenture. All rights reserved. 2
WE SOUGHT TO UNDERSTAND
what patients want and need to consider a new treatment— at a generational,
therapeutic and geographic level to inform what pharma companies need to focus on and
address in a new product launch.
Personalization
& empowerment
Influence
& trust
Product sentiment
& perceptions
Simplification &
financial impact
• Do consumers value individualism and seek personalized therapies & services?
• In a consumer driven health environment, do consumers feel empowered?
• In a digital era, who / what is influencing consumer health choices?
• With the democratization of health info / data, who do consumers trust
for guidance?
• Do consumers value brand therapeutics / services?
• Do consumers seek innovative therapies / services?
• What would drive consumers to switch therapies?
• In a digital era, what are the best ways to deliver treatments / personalization?
• What contextual barriers should we understand when developing
personalized solutions?

3. Copyright © 2018 Accenture. All rights reserved.
WHAT DO PATIENTS THINK ABOUT NEW
TREATMENTS COMING TO MARKET?
Patients want to know more about new treatments coming to
market, have more input into their treatment decisions and
more personalized experiences.
They care more about the outcome the product delivers than
the brand or its popularity. Their doctors are still paramount in
decisions on which treatment to consider and use.
These findings indicate that pharma companies will need to
expand their product launch capabilities to be much more
personalized, customized to the disease they are treating
and the socio-economic environment in which new
treatments are brought to market.
3

4. Copyright © 2018 Accenture. All rights reserved. 4
KEY FINDINGS
BRANDS DON’T MATTER TO MOST
PATIENTS… OUTCOMES DO
PATIENTS LACK INFORMATION ON
NEW PRODUCTS
IF PATIENTS ARE THINKING ABOUT
SWITCHING TREATMENTS,
CHANCES ARE THAT THEY WILL
1
2
3

5. Copyright © 2018 Accenture. All rights reserved. 5
KEY FINDING 1: BRANDS DON’T MATTER TO MOST PATIENTS… OUTCOMES DO
Just 1 in 3 patients rated a well-known brand or company
as an aspect that would grab their attention about a new product.
> 2/3 of patients said the benefits of the
product are more important than the brand of the product.
< 1 in 4 patients rank brand loyalty or product popularity
as a top factor in their healthcare and product/treatment decisions.

6. Copyright © 2018 Accenture. All rights reserved. 6
KEY FINDING 2: PATIENTS ARE NOT WELL INFORMED ABOUT NEW PRODUCTS
of patients feel very knowledgeable about
new or existing products coming onto the
market for their condition.
< 1/2 of patients believe that the whole range of
product options are discussed with them to be able
to make an appropriate treatment choice.
Only
38%
48%

7. Copyright © 2018 Accenture. All rights reserved. 7
Top five reasons why patients switch
1 2 3 4 5
Doctor
recommendation
(81%)
Proven benefits
over current
treatment (79%)
Fewer side
effects (78%)
Patient with
same disease
recommendation
(59%)
Lower cost (59%)
KEY FINDING 3: IF PATIENTS ARE THINKING ABOUT SWITCHING TREATMENTS,
CHANCES ARE THAT THEY WILL
Almost half (47%) of the patients have
considered switching their medication/treatment.
The majority (62%) of those who
considered switching, ended up doing so.

8. Copyright © 2018 Accenture. All rights reserved. 8
SO WHAT SHOULD PHARMA
COMPANIES DO DIFFERENTLY WHEN
LAUNCHING NEW PRODUCTS?
Lead with evidence • People value outcomes over brands so companies need to start building evidence
proving an improved outcome during clinical trials
• “Package” the outcome and bring it to market – this will require new intense usage
collaborative data, analytics to generate insights and leverage digital channels
• Have clarity on what evidence matters to whom – by patient segment, disease acuity,
geographies and audience (e.g. payer, provider)
Make it personal and
precise—understand
patient sub-segments
and tailor launches
to them
• Use tailored launch strategies that address generational and geographical differences.
One size across any of these dimensions will not fill all.
• Influence of the patient-physician relationship is still strong so cultivate that through
symbiotic value propositions and not brand messages
• Lead with messages which patients care about…health benefits (medical, quality of life,
financial, etc.) accounting for generational distinctions
• Pivot to include digital health strategies as emerging consumers expect new levels of
information, access, service & results

9. Copyright © 2018 Accenture. All rights reserved. 9
ABOUT THE RESEARCH
Online survey of 8,000 patients
across 4 geographies, 8 therapeutic
areas and 3 generations on how they
find out about and consider new
treatments coming to market.
2000 2000 2000 2000
Eight Therapeutic Areas
Immune
System
Heart Lungs Brain Cancer Rheumatology Hormone/
Metabolism
Eye
Disease
Millennials Gen X Baby boomers

10. Copyright © 2018 Accenture. All rights reserved. 10
ACCENTURE.COM/PRODUCTLAUNCH
Learn more about the research including
generational, geographical and therapeutic
area differences: