Patient-Focused Marketing: Engagement Milestones Along the Patient Journey

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Patient-Focused Marketing: Engagement Milestones Along the Patient Journey Stage V: Disease Management Stage VI: Patient Empowerment Copyright © Best Practices, LLC Stage IV: Treatment (within HCP office) Stage III: Consideration of Therapeutic Options Stage II: Diagnosis of Condition Stage I: Awareness & Screening Best Practices, LLC Strategic Benchmarking Research

Transcript of Patient-Focused Marketing: Engagement Milestones Along the Patient Journey

Patient-Focused Marketing: Engagement Milestones

Along the Patient Journey

Stage V: Disease

Management

Stage VI: Patient

Empowerment

Copyright © Best Practices, LLC

Stage IV: Treatment (within HCP

office)

Stage III: Consideration of

Therapeutic Options

Stage II: Diagnosis of

Condition

Stage I: Awareness &

Screening Best Practices, LLC Strategic Benchmarking Research

Executive Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3

Objectives & Methodology

Participating Companies

Key Findings & Insights

Investment in Patient-Focused Activities & Programs . . . . . . . . . . . . . 17

Future Investment Levels in the Patient Journey . . . . . . . . . . . . . . . . . . 29

Investment within Patient Marketing, Foundation & Leadership

Categories . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 33

Deployment of Patient-Focused Activities & Programs . . . . . . . . . . . . . 38

Activities Timing Across the Patient Journey . . . . . . . . . . . . . . . . . . . . . 50

Best Practices Shared by Benchmark Participants . . . . . . . . . . . . . . . . . 61

Effective Patient Loyalty Programs . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 71

Pitfalls for Patient Marketers to Avoid . . . . . . . . . . . . . . . . . . . . . . . . . . . 75

Participant Demographics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 81

Appendix . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .88

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Table of Contents

Benchmark Metrics Identified Study Overview

:

Six key stages of the Patient Journey

Leading patient-focused activities by stage

Percentage of total Marketing budget that

is earmarked for patient programs

Percentage of patient program funds spent

at each stage of the journey

Cost of patient marketing per $1,000 in

corporate revenue that programs support

Comparative spend for patient marketing

vs. leadership and foundational activities

Most effective patient loyalty programs

Future spending trends

Best practices for effectively engaging patients

Pitfalls patient marketers need to avoid

This benchmarking study was designed

to produce reliable industry metrics on

current spending levels, key activities, and

investment allocation patterns for marketing

to and communicating with patients.

The study also investigates how companies

are adopting a “Patient Journey” framework

to acquire, convert, support, and retain

patients for their medical products.

Best Practices, LLC engaged 22 leaders at

19 companies through a benchmarking

survey instrument. Qualitative data came

from in-depth interviews with seven

participants.

Research Overview: Objectives, Methodology, Benchmarks

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This benchmark report identifies metrics around: Research Objective:

Methodology:

Best Practices, LLC undertook this benchmark study to understand how the growing influence of

patients in the biopharmaceutical market is impacting activities and spend for marketing

interactions with patients.

Benchmark Class:

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Large Company

Segment (LCS):

Abbott Abbvie (2) AstraZeneca Baxter Boehringer

Ingelheim Gilead Lilly Novo Nordisk Sanofi

Diabetes Segment:

Bold, underlined

company names

indicate companies

included in the

Diabetes segment.

Nineteen Companies Participated in the Benchmark Study

Twenty-two Marketing and patient engagement leaders from 19 different companies participated

in this study. This report presents findings for all companies and for Large Company and

Diabetes segments.

• The Affordable Care Act and other market changes are challenging pharmaceutical marketers. Power and influence are shifting among market constituents.

• No longer do physicians alone determine market access and product success. Patients are better informed and have more choices. Patients themselves are central to decisions on starting, sustaining, or switching therapies.

• In crowded markets, many factors in addition to efficacy and safety influence patient preferences and choices. Patient-focused programs and support are increasingly forms of differentiation.

• For many patients – especially with chronic care conditions – the journey lasts for years. Pharmaceutical marketers are challenged to reach beyond their traditional product-orientation and conduct patient marketing, education, and support across a multi-period lifecycle.

Patient influence is ascending & marketers are challenged to invest wisely across the full patient journey.

Power Shifts Are Occurring within the Healthcare System

Patient-focus

Critical

in Crowded

Markets

Navigating

Requires

Process

Orientation

KEY FINDINGS

Many

Forces of

Market

Change

Patients

Remain

Central to

Success

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Marketers Must Engage Patients along Their Entire Journey In competitive markets, marketers are learning to educate, communicate and engage patients throughout the entire patient path. This benchmark analysis employs a six-step framework to trace the patient journey.

The 6 Stages of the Patient Journey

Stage IV:

Treatment (within HCP

office)

Stage I:

Awareness & Screening

Stage III:

Consider Therapeutic Options

Stage II:

Diagnosis of Condition

Stage VI:

Patient Empowerment

Stage V:

Disease Management (Adherence, Compliance &

Persistency)

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KEY FINDINGS

Spend Is Greatest at Consideration; Least at Diagnosis Stage

On average, companies spend more than half their patient engagement funds by the end of Stage III (Consideration). The lightest spend is for patient activities during Stage II (Diagnosis).

Percentage of Total Patient Marketing Spend Invested at Each Journey Stage

Stage II: Diagnosis of

Condition

Stage III: Consideration of

Therapeutic Options

Stage V: Disease Management

Stage IV: Treatment (within HCP

office)

Stage VI: Patient Empowerment

Stage I: Awareness & Screening 20%

10%

23%

17%

14%

17%

(n=19)

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Q. For your most recently completed fiscal year, what percentage of total patient marketing resources for your franchise

(or brand) was invested to reach patients at each stage of the patient journey?

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Q. What changes, if any, do you anticipate for the next 12 months in spending levels for marketing activities to reach

patients at each stage of the patient journey? (Choose one for each stage)

Investment Level Change Next 12 Months: Total Benchmark Class

13%

6%

13%

13%

6%

6%

27%

29%

13%

27%

25%

6%

20%

18%

25%

7%

19%

19%

33%

41%

44%

47%

31%

63%

III. Consideration of Therapeutic Options

V. Management

VI. Empowerment

IV. Treatment

I. Awareness & Screening

II. Diagnosis of Condition

Increase > 25% Increase 11-25% Increase 1-10% Stay the same

(n=16)

%

Increasing

60%

53%

51%

47%

50%

31%

% Responses

Majority Plan to Increase Patient Spend in Next 12 Months

Overall, 83% of participants expect to increase spend in at least one stage of the journey in the next

year. A majority plans increases in four of six stages, with Consideration seeing the biggest gain. For

some, spending increases will exceed 25%. Few expect any cuts. The exception is Awareness, where

19% anticipate spending decreases.

%

Decreasing

0%

6%

4%

6%

19%

6%

Top 5 Most Common Activities for Patient Engagement

Nearly all companies provide physician education and have begun to create partnerships with advocacy groups. Website portals, in-office branded product information and (in the US) DTC advertising each involve more than two thirds of participants.

Q. Which of the following activities are included in the Patient Marketing spend for your franchise/brand? (Choose all

that apply)

Top 10 Patient-Focused Activities: US & Global Responses (#1-5)

89%

89%

78%

67%

67%

100%

77%

77%

8%

46%

HCP education & tools in support of patients

Partnerships with patient advocacy groups/associations

Website portal about the disease

DTC Advertising campaigns

In-office branded product information

US Only Global Responses

US, (n=9) Global, (n=13)

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% Responses

Stage I – Awareness – Most Often Involves Advocacy Activities

Most Common Stage I Activities: Awareness & Screening

53%

37%

32%

26%

26%

I:Partnerships with patient advocacygroups/associations

I:HCP education

I:Market research to understand patient

I:Unbranded educational handouts

I:Website portal about the disease

(n=19)

% Responses

During the Awareness & Screening Stage, partnerships with patient advocacy groups are the dominant

activity among benchmark participants, with 53% of companies involved.

Q. At Stage I of the patient journey —Awareness— which of the following Patient Marketing activities do you

conduct in support of your franchise/brand?

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About Best Practices, LLC

Best Practices, LLC is a research and consulting firm that conducts work based on the simple yet

profound principle that organizations can chart a course to superior economic performance by studying

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