Best Practices publishes new report on 'Innovations in Patient-Focused Initiatives'

For the biopharmaceutical industry, the changing healthcare marketplace has increased the importance - and difficulty - of interacting with patients to improve outcomes. New technologies and access restrictions have created both opportunities and challenges for approaching and engaging patient populations to improve disease control.

To help marketing teams in the biopharmaceutical industry connect more effectively with patient groups, Best Practices, LLC has published a new report, "Innovations in Patient-Focused Initiatives: Case Studies in Reaching, Engaging and Supporting Patients." This 62-page report examines innovative biopharmaceutical programs and initiatives aimed at directly affecting the lives and treatment of patients.

While leaders of patient-focused initiatives recognize the close relationship between patient involvement and health outcomes, patients' increased access to information does not on its own guarantee better outcomes. There is little to no increase in a program's effectiveness if the content of the information being provided to patients is not an improvement on the information already available through conventional methods.

Innovation in patient messaging seems to thrive in special circumstances, such as orphan conditions and chronic diseases where uptake can mean a long-term relationship, according to the study. The study includes a mix of quantitative data and numerous examples of different patient engagement approaches used by pharma groups. Key study objectives included:

• Gaining insights into the current landscape and the future of these patient-focused initiatives
• Collect examples and develop "case studies" of innovative programs and initiatives
• Describe the rationale and objectives of these efforts
• Define the conditions and measures of success
• Understand the potential pitfalls and limitations of such efforts
• Gain insights into the future of these patient-focused initiatives

To download a complimentary excerpt of this report, go to: http://www3.best-in-class.com/rr1041.htm.

Best Practices, LLC used both field surveys and interviews to complete this study. In all, 45 marketing leaders at 34 different companies participated in the research project. Two-thirds were in pharma and the remainder were in either biotech or medical devices. Twelve of the Top 20 pharma companies participated.