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Product Launch: The Patient Has Spoken

The Patient's Way

Pharma companies have generated an exciting wave of new science, led by specialty products. However, these new products are coming to market amidst an environment characterized by digitally empowered patients, highly scrutinizing payers, and limited funding to pay for all the new treatments being brought to market.

In our inaugural survey on product launch in the pharmaceutical industry, we sought to uncover how patients find out about, consider and select new treatments coming to market across eight therapeutic areas, three generations and four geographies (the US, the UK, Germany and France).

United States United Kingdom Germany France

The Voice Of The Patient:
Key Findings

< 1 in 3

patients characterize themselves as having a strong affinity to
brands in a healthcare setting.

Less than 1 in 3 patients characterize themselves as having a strong affinity to brands in a healthcare setting.

So what are top factors influencing decisions about
their healthcare and the treatments they receive?

66% The doctor/physician relationship

55% The patient’s ability to maintain their current lifestyle

53% Ease of access to the care they’ll need

Only 38% of patients surveyed felt very knowledgeable about new products coming to market for their condition.

Why the lack of awareness?

Less than half (48%) of patients believe that their doctors discuss the whole range of product options with them which can lead to treatment decisions being made without the whole picture in mind.

2 out of 5 patients feel the need to make product recommendations to their doctor for discussion.

Almost half (47%) of the patients we surveyed have thought about switching their medication/treatment.

What influenced them to make the change?

81% A recommendation from their physician

79% Proven benefits compared to current treatment

78% Fewer side effects than their current

New Approaches For
New Launches

What should pharmaceutical companies do differently
when launching new products?

Lead With Evidence

Pharmaceutical companies need to shift their mindset to start launching evidence-based solutions as early as the clinical trial-stage to inform new launch strategies and full commercialization. Collaborative data-sharing—between patients, providers and payers—will be essential, along with advanced analytics to generate robust insights and delivery via digital channels.

Make It Personal And
Precise

In an environment reshaped by vast amounts of health data, pharma companies can harness advanced analytics to develop more tailored and value-driven launch strategies.

Market insights across populations, disease areas and HCP and patient interactions and experiences can be used to personalize new launches with greater precision than ever before. Understanding how patient sub-segments behave differently will fundamentally shift promotional decision-making for new launches.

About The Research

We surveyed 8,000 patients in the United States, the United Kingdom, France and Germany (2,000 in each country). The objective was to evaluate how patients find out about and select new treatments coming to market in eight different therapeutic areas: immune system, heart, lungs, brain, cancer, rheumatology, hormone/metabolism and eye disease and across three generations—Baby boomers, Millennials and Generation X.

Generations

Millennials

Millennials

Generation X

Generation X

Baby boomers

Baby boomers

Countries

United States

United States

United Kingdom

United Kingdom

Germany

Germany

France

France

Therapeutic Areas

Immune System

Immune
System

Heart

Heart

Lungs

Lungs

Brain

Brain

Cancer

Cancer

Rheumatology

Rheumatology

Hormone/ Metalbolism

Hormone/
Metalbolism

Eye Disease

Eye Disease

Authors

Jim Cleffi

Jim Cleffi

Managing Director, Life Sciences

Boris Bogdan

Boris Bogdan

Managing Director, Life Sciences

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