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New Study Uses Six-Step Patient Journey as Framework for Consumer-Focused Marketing Opportunities
Date:7/11/2014

CHAPEL HILL, N.C., July 11, 2014 /PRNewswire/ -- Patient engagement has become a critical component of pharmaceutical marketing and, consequently, organizations are turning to an assortment of marketing activities designed specifically for patients.

As part of this evolving approach to patient engagement, marketers have learned it's important to educate, communicate and engage patients throughout their experiences with a disease - from disease awareness to patient empowerment. By mapping the patient journey and employing a consumer marketing program that follows this path, marketing groups can more effectively engage with patients.

To better understand this strategic shift in patient marketing, Best Practices, LLC conducted a study to investigate how companies are adopting a "Patient Journey" framework to acquire, convert, support, and retain patients for their medical products. The resulting report, "Patient-Focused Marketing: Engagement Milestones along the Patient Journey," produced reliable industry metrics on current spending levels and investment allocation patterns for marketing to and communicating with patients.

The study employed a six-step framework to trace the patient journey and to identify what patient-focused initiatives, marketing activities, and investment levels are most effective for engaging patients during each phase of their journey.  On average, companies spend more than half their patient engagement funds during the first three stages of the patient journey - awareness, diagnosis and treatment consideration, according to the study. With the exception of the U.S. company segment, study participants focus their spend on the treatment consideration stage; diabetes companies place the highest emphasis here.

Marketing leaders can use this study to evaluate how their patient engagement programs compare with industry averages and tre
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SOURCE Best Practices, LLC
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