患者教育およびコミュニケーション動向

Abstract

Explore benchmark data from 20 patient education programs.

Reach consumers and gain the trust of physicians with direct-to-patient (DTP) communications that feature user-friendly, unbiased patient education content Use this report to explore benchmark data from 20 brand-based education programs as you fund, develop and manage your own DTP initiatives. In the process, you' ll uncover information from across the industry to help you address key challenges :

• Identify patient education program goals and objectives
• Learn the cost and duration of development for web-based, print and in-person tools used in patient education, including the following components:
  • Program websites
  • Brochures for doctors' offices and pharmacies
  • Patient resource kits
  • Magazine articles
  • Online FAQs, message boards and webinars
  • Online video and audio content
  • Posters and wallboards
  • Direct mail
  • ...And more
• Target key intervention points for DTP communication in the patient lifecycle
• Secure patient education budgets in absolute dollars and as a percentage of brand marketing spending
• Align functional involvement in DTP program development and leadership

Patient Education Background

For an industry whose products improve the daily lives of its end users - some of whom suffer from otherwise life-threatening conditions - the pharmaceutical sector often struggles with a perceived inability to communicate effectively with patients.

There is a demand for patient education content that delivers informative, unbiased content. As consumers take more responsibility for managing their health, drug companies have an opportunity to deliver real value and form lasting relationships via well-designed, coordinated educational campaigns.

The problem is that much of what passes for patient education these days is often part of the problem, not the solution. Content proves either overly promotional or inaccessible to individuals unfamiliar with medical language and healthcare jargon. One of the best places to reach patients with educational content is the doctor' s office - but medical professionals, though generally eager to provide patients with useful content, hesitate when brochures, handouts and other so-called educational material looks like marketing in disguise. When patients do access educational content, it often glosses over topics of greatest concern, such as side effects and drug interactions - or it is written in such thick “medicalese” that everyday patients, no matter what their intelligence or education level, simply cannot understand it

Sound programs integrate multiple channels and media to reach patients on their terms with information they can use. Effective patient education motivates patients to consult with doctors, pursue appropriate treatment and comply with treatment regimens. It improves consumers' health literacy by educating them about their conditions and options. By using a range of tools, including the Internet, print media, partnerships with advocacy groups and more, brand teams can strike the right balance with user-friendly, unbiased content - and form lasting relationships with both physicians and patients more effectively

Charts and Graphics

PATIENT EDUCATION GOALS

• Figure 1.1: Patient Education Program Goals

Patient Lifecycle

• Figure 1.2: Targeted Points in the Patient Lifecycle

Patient Communications and DTC Advertising

• Figure 1.3: Prominence of DTC Advertising
• Figure 1.4: DTC Relative to Patient-Focused Programs

PATIENT PROGRAM BUDGETS

• Figure 2.1: Percent of Marketing Budget Allocated to Patient Focus
• Figure 2.2: Patient-Focused Program Budgets: Tier One
• Figure 2.3: Patient-Focused Program Budgets: Tier Two
• Figure 2.4: Prominence of ROI Measurement

LEADERSHIP AND SUPPORT STRUCTURE

• Figure 3.1: Groups Involved in Development and Maintenance of

PATIENT-FOCUSED COMMUNICATIONS

• Figure 3.2: Patient Education Leadership

Program Leadership

• Figure 3.3: Patient Programs at the Business Unit Level

PROGRAM DEVELOPMENT AND DELIVERY

Coordination of Patient-Facing Materials

• Figure 4.1: Coordination of Patient-Focused Materials
• Figure 4.2: Frequency of Review for Patient Education Materials

Patient Education Content and Tools

• Figure 4.3: Balance of Branded and Unbranded Content
• Figure 4.4: Web-Based Patient Education Tools: Cost and Duration of Development
• Figure 4.5: Prominence of Web-Based Tools in Patient Education
• Figure 4.6: Web-Based Effectiveness in Patient Education
• Figure 4.7: Print & In-Person Patient Education Tools: Cost and Duration of Development
• Figure 4.8: Prominence of Print and In-Person Tools in Patient Education
• Figure 4.9: Print/In-Person Effectiveness in Patient Education
• Figure 4.10: Advertising in Patient Education: Cost and Duration of Development
• Figure 4.11: Prominence of Advertising in Patient Education
• Figure 4.12: Advertising Effectiveness in Patient Education
• Figure 4.13: Market Research for Patient-Focused Programs

Market Research

• Figure 4.14: Patient-Focused Market Research Investment
• Figure 4.15: Outsourced Patient Education Components

Outsourcing

• Figure 4.16: Percent of Patient Education Budget Outsourced

PATIENT EDUCATION CHALLENGES

• Figure 5.1: Chief Patient Education Challenges
• Figure 5.2: Guidelines for Printed Patient Education Materials

ADVOCACY AND PATIENT GROUPS

• Figure 6.1: Advocacy Outreach
• Figure 6.2: Advocacy Group Management
• Figure 6.3: Advocacy Data Management
• Figure 6.4: Advocacy Group Endorsement for Patient Education Materials

BRAND ONE

• Figure 7.1: Brand 1 Background and Investment
• Figure 7.2: Brand 1 Structure and Market Research
• Figure 7.3: Brand 1 Material Coordination and Measurement
• Figure 7.4: Brand 1 Patient Education Goals and Challenges
• Figure 7.5: Brand 1 Patient Education Development
• Figure 7.6: Brand 1 Patient Education Media Effectiveness and Timing
• Figure 7.7: Brand 1 Patient Education Content
• Figure 7.8: Brand 1 Patient Education Outsourcing
• Figure 7.9: Brand 1 Patient Advocacy

BRAND TWO

• Figure 7.10: Brand 2 Background and Market Research
• Figure 7.11: Brand 2 Structure and Patient Education Outsourcing
• Figure 7.12: Brand 2 Material Coordination and Measurement
• Figure 7.13: Brand 2 Patient Education Goals and Challenges
• Figure 7.14: Brand 2 Patient Education Development
• Figure 7.15: Brand 2 Patient Education Media Effectiveness and Timing
• Figure 7.16: Brand 2 Patient Education Content
• Figure 7.17: Brand 2 Patient Advocacy

BRAND THREE

• Figure 7.18: Brand 3 Background and Investment
• Figure 7.19: Brand 3 Structure and Market Research
• Figure 7.20: Brand 3 Material Coordination and Measurement
• Figure 7.21: Brand 3 Patient Education Goals and Challenges
• Figure 7.22: Brand 3 Patient Education Development
• Figure 7.23: Brand 3 Patient Education Development, Continued
• Figure 7.24: Brand 3 Patient Education Media Effectiveness and Timing
• Figure 7.25: Brand 3 Patient Education Content
• Figure 7.26: Brand 3 Patient Education Outsourcing
• Figure 7.27: Brand 3 Patient Advocacy

BRAND FOUR

• Figure 7.28: Brand 4 Background and Investment
• Figure 7.29: Brand 4 Structure and Market Research
• Figure 7.30: Brand 4 Material Coordination and Measurement
• Figure 7.31: Brand 4 Patient Education Goals and Challenges
• Figure 7.32: Brand 4 Patient Education Development
• Figure 7.33: Brand 4 Patient Education Media Effectiveness and Timing
• Figure 7.34: Brand 4 Patient Education Content
• Figure 7.35: Brand 4 Patient Education Outsourcing
• Figure 7.36: Brand 4 Patient Advocacy

BRAND FIVE

• Figure 7.37: Brand 5 Background and Investment
• Figure 7.38: Brand 5 Structure and Market Research
• Figure 7.39: Brand 5 Material Coordination and Measurement
• Figure 7.40: Brand 5 Patient Education Goals and Challenges
• Figure 7.41: Brand 5 Patient Education Development
• Figure 7.42: Brand 5 Patient Education Development, Continued
• Figure 7.43: Brand 5 Patient Education Media Effectiveness
• Figure 7.44: Brand 5 Patient Education Timing and Review
• Figure 7.45: Brand 5 Patient Education Content
• Figure 7.46: Brand 5 Patient Education Outsourcing
• Figure 7.47: Brand 5 Patient Advocacy

BRAND SIX

• Figure 7.48: Brand 6 Background and Investment
• Figure 7.49: Brand 6 Structure and Market Research
• Figure 7.50: Brand 6 Material Coordination and Measurement
• Figure 7.51: Brand 6 Patient Education Goals and Challenges
• Figure 7.52: Brand 6 Patient Education Development
• Figure 7.53: Brand 6 Patient Education Media Effectiveness and Timing
• Figure 7.54: Brand 6 Patient Education Content
• Figure 7.55: Brand 6 Patient Education Outsourcing
• Figure 7.56: Brand 6 Patient Advocacy

BRAND SEVEN

• Figure 7.57: Brand 7 Background and Investment
• Figure 7.58: Brand 7 Structure and Market Research
• Figure 7.59: Brand 7 Material Coordination and Measurement
• Figure 7.60: Brand 7 Patient Education Goals and Challenges
• Figure 7.61: Brand 7 Patient Education Development
• Figure 7.62: Brand 7 Patient Education Media Effectiveness and Timing
• Figure 7.63: Brand 7 Patient Education Content
• Figure 7.64: Brand 7 Patient Education Outsourcing
• Figure 7.65: Brand 7 Patient Advocacy

BRAND EIGHT

• Figure 7.66: Brand 8 Background and Investment
• Figure 7.67: Brand 8 Structure and Market Research
• Figure 7.68: Brand 8 Material Coordination and Measurement
• Figure 7.69: Brand 8 Patient Education Goals and Challenges
• Figure 7.70: Brand 8 Patient Education Development
• Figure 7.71: Brand 8 Patient Education Development, Continued
• Figure 7.72: Brand 8 Patient Education Media Effectiveness and Timing
• Figure 7.73: Brand 8 Patient Education Content
• Figure 7.74: Brand 8 Patient Advocacy

BRAND NINE

• Figure 7.75: Brand 9 Background and Investment
• Figure 7.76: Brand 9 Structure and Market Research
• Figure 7.77: Brand 9 Material Coordination and Measurement
• Figure 7.78: Brand 9 Patient Education Goals and Challenges
• Figure 7.79: Brand 9 Patient Education Development
• Figure 7.80: Brand 9 Patient Education Development, Continued
• Figure 7.81: Brand 9 Patient Education Media Effectiveness and Timing
• Figure 7.82: Brand 9 Patient Education Content
• Figure 7.83: Brand 9 Patient Education Outsourcing
• Figure 7.84: Brand 9 Patient Advocacy

BRAND TEN

• Figure 7.85: Brand 10 Background and Investment
• Figure 7.86: Brand 10 Structure and Market Research
• Figure 7.87: Brand 10 Material Coordination and Measurement
• Figure 7.88: Brand 10 Patient Education Goals and Challenges
• Figure 7.89: Brand 10 Patient Education Development
• Figure 7.90: Brand 10 Patient Education Media Effectiveness and Timing
• Figure 7.91: Brand 10 Patient Education Content
• Figure 7.92: Brand 10 Patient Education Advocacy

BRAND ELEVEN

• Figure 7.93: Brand 11 Background and Investment
• Figure 7.94: Brand 11 Structure and Market Research
• Figure 7.95: Brand 11 Material Coordination and Measurement
• Figure 7.96: Brand 11 Patient Education Goals and Challenges
• Figure 7.97: Brand 11 Patient Education Development
• Figure 7.98: Brand 11 Patient Education Media Effectiveness and Timing
• Figure 7.99: Brand 11 Patient Education Content
• Figure 7.100: Brand 11 Patient Education Outsourcing
• Figure 7.101: Brand 11 Patient Advocacy

BRAND TWELVE

• Figure 7.102: Brand 12 Background and Investment
• Figure 7.103: Brand 12 Structure and Market Research
• Figure 7.104: Brand 12 Material Coordination and Measurement
• Figure 7.105: Brand 12 Patient Education Goals and Challenges
• Figure 7.106: Brand 12 Patient Education Development
• Figure 7.107: Brand 12 Patient Education Development, Continued
• Figure 7.108: Brand 12 Patient Education Media Effectiveness and Timing
• Figure 7.109: Brand 12 Patient Education Media Timing
• Figure 7.110: Brand 12 Patient Education Content
• Figure 7.111: Brand 12 Patient Education Outsourcing
• Figure 7.112: Brand 12 Patient Advocacy

BRAND THIRTEEN

• Figure 7.113: Brand 13 Background and Investment
• Figure 7.114: Brand 13 Structure and Market Research
• Figure 7.115: Brand 13 Material Coordination and Measurement
• Figure 7.116: Brand 13 Patient Education Goals and Challenges
• Figure 7.117: Brand 13 Patient Education Development
• Figure 7.118: Brand 13 Patient Education Media Effectiveness and Timing
• Figure 7.119: Brand 13 Patient Education Content
• Figure 7.120: Brand 13 Patient Education Outsourcing
• Figure 7.121: Brand 13 Patient Advocacy

BRAND FOURTEEN

• Figure 7.122: Brand 14 Background and Investment
• Figure 7.123: Brand 14 Structure and Market Research
• Figure 7.124: Brand 14 Material Coordination and Measurement
• Figure 7.125: Brand 14 Patient Education Goals and Challenges
• Figure 7.126: Brand 14 Patient Education Development
• Figure 7.127: Brand 14 Patient Education Media Effectiveness and Timing
• Figure 7.128: Brand 14 Patient Education Media Content
• Figure 7.129: Brand 14 Patient Education Outsourcing
• Figure 7.130: Brand 14 Patient Advocacy

BRAND FIFTEEN

• Figure 7.131: Brand 15 Background and Investment
• Figure 7.132: Brand 15 Structure and Market Research
• Figure 7.133: Brand 15 Material Coordination and Measurement
• Figure 7.134: Brand 15 Patient Education Goals and Challenges
• Figure 7.135: Brand 15 Patient Education Development
• Figure 7.136: Brand 15 Patient Education Media Effectiveness and Timing
• Figure 7.137: Brand 15 Patient Education Media Content
• Figure 7.138: Brand 15 Patient Education Outsourcing
• Figure 7.139: Brand 15 Patient Advocacy

BRAND SIXTEEN

• Figure 7.140: Brand 16 Background and Investment
• Figure 7.141: Brand 16 Structure and Market Research
• Figure 7.142: Brand 16 Material Coordination and Measurement
• Figure 7.143: Brand 16 Patient Education Goals and Challenges
• Figure 7.144: Brand 16 Patient Education Media Effectiveness and Timing
• Figure 7.145: Brand 16 Patient Education Content
• Figure 7.146: Brand 16 Patient Education Outsourcing
• Figure 7.147: Brand 16 Patient Advocacy

BRAND SEVENTEEN

• Figure 7.148: Brand 17 Background and Investment
• Figure 7.149: Brand 17 Structure and Market Research
• Figure 7.150: Brand 17 Material Coordination and Measurement
• Figure 7.151: Brand 17 Patient Education Goals and Challenges
• Figure 7.152: Brand 17 Patient Education Media Effectiveness and Timing
• Figure 7.153: Brand 17 Patient Education Content
• Figure 7.154: Brand 17 Patient Education Outsourcing
• Figure 7.155: Brand 17 Patient Advocacy

BRAND EIGHTEEN

• Figure 7.156: Brand 18 Background and Investment
• Figure 7.157: Brand 18 Structure and Market Research
• Figure 7.158: Brand 18 Material Coordination and Measurement
• Figure 7.159: Brand 18 Patient Education Goals and Challenges
• Figure 7.160: Brand 18 Patient Education Development
• Figure 7.161: Brand 18 Patient Education Media Effectiveness and Timing
• Figure 7.162: Brand 18 Patient Education Content
• Figure 7.163: Brand 18 Patient Education Outsourcing