The Top 3 Pharma Functions Involved in Patient-Centric Initiatives (Apart from Marketing)

RESEARCH TRIANGLE PARK, NC—(Marketwired – July 31, 2017) – Apart from marketing, the most popular functions that are involved in at least 65% of surveyed patient–centric initiatives are brand team, legal/regulatory affairs and medical affairs, according to a recent study by pharmaceutical intelligence provider Cutting Edge Information.

Data recently published in the study, Patient–Centricity 2.0: Communication Strategies to Boost Patient Engagement, revealed that 68% of initiatives involve the related product's brand team. These groups are often responsible for lifecycle management, so incorporating the brand team in patient–centric initiative planning is key to strategizing the product's lifecycle and impact.

Additional data show that legal/regulatory affairs groups are involved in about 68% of surveyed teams' initiatives. Legal and regulatory affairs groups are often necessary to avoid any potential compliance issues that may arise during patient–centric initiatives, such as patient privacy.

While patient–centricity may often be considered marketing's domain, the medical affairs function is innovating and increasing its role in patient–centricity, the study found. Medical affairs teams — involved in 65% of patient–centric initiatives — may be integral to putting together educational and other medically focused materials.

“Regardless of team functions and structures, life science groups striving for patient–centricity will keep in mind that initiatives can extend past the services they provide patients,” said Adam Bianchi, senior director of research at Cutting Edge Information. “Well–rounded and cutting edge initiatives will provide patients with not only healthcare services, but also support to help them improve their quality of life beyond what a company's product can do.”

Although patient–centric initiatives involve many different functions and groups, the marketing function is arguably the backbone of many patient–focused efforts – especially branded ones. Direct–to–consumer (DTC) advertising and other branded initiatives targeted at patients often fall under this umbrella. As such, 71% of surveyed patient–centric initiatives involve marketing.

Patient–Centricity 2.0: Communication Strategies to Boost Patient Engagement, available at–centricity/, explores different types of patient–centric programs and various drug companies' experiences to develop best practices around new strategies. The report's aggregate data and individual profiles on patient–centric programs provide insights on a wide range of initiatives. The study is derived from firsthand conversations and surveys from life sciences executives involved in patient–centric organizations. It is designed to help pharmaceutical and medical device companies:

  • Benchmark the costs to implement patient–centric initiatives, including staffing and time duration to plot successful initiatives and ensure adequate support
  • Learn effective methods for measuring ROI for patient–centric initiatives — a consistent challenge for patient–centric programs
  • Increase awareness of — and improve strategy and planning for — patient–centric initiatives
  • Determine best–fit structures for disseminating patient–centric communication

For more detailed information on Cutting Edge Information's patient–centric benchmarking research, visit–category/marketing/.

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