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).
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The Voice Of The Patient:
Key Findings
BRANDS DON’T MATTER TO MOST
PATIENTS… OUTCOMES DO
PATIENTS… OUTCOMES DO
< 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
PATIENTS LACK INFORMATION
ON NEW PRODUCTS
ON NEW PRODUCTS
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.
IF PATIENTS ARE THINKING ABOUT SWITCHING
TREATMENTS, CHANCES ARE THAT THEY WILL
TREATMENTS, CHANCES ARE THAT THEY WILL
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
Generation X
Baby boomers
Countries
United States
United Kingdom
Germany
France
Therapeutic Areas
Immune
System
Heart
Lungs
Brain
Cancer
Rheumatology
Hormone/
Metabolism
Eye Disease
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