Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Product Launch: The Patient Has Spoken

13,542 views

Published on

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.

Published in: Technology

Comments are closed

  • Be the first to comment

  • Be the first to like this

Product Launch: The Patient Has Spoken

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

×