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There Is a Demand for Patient Education Content That Delivers Informative, Unbiased Content

Posted on: Tuesday, 27 February 2007, 09:00 CST

Research and Markets (http://www.researchandmarkets.com/reports/c51201) has announced the addition of Patient Education and Direct-to-Patient Communication to their offering.

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

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.

Content Outline:

Executive Summary

Profiled Companies

Methodology and Definitions

Pharmaceutical Product Commercialization: Five Principles for Success

Executive Summary

Patient Education: Making the Consumer Connection

Profiled Companies

Methodology and Definitions

Patient Education Programs: Five Principles for Success

Patient Education Goals

Patient Lifecycle

Patient Communications and DTC Advertising

Patient Program Budgets

ROI

Leadership and Support Structure

Program Leadership

Program Development and Delivery

Coordination of Patient-Facing Materials

Patient Education Content and Tools

Market Research

Outsourcing

Patient Education Challenges

Advocacy and Patient Groups

Patient Program Profiles

Brand One

Brand Two

Brand Three

Brand Four

Brand Five

Brand Six

Brand Seven

Brand Eight

Brand Nine

Brand Ten

Brand Eleven

Brand Twelve

Brand Thirteen

Brand Fourteen

Brand Fifteen

Brand Sixteen

Brand Seventeen

Brand Eighteen

Patient Education Goals

Patient Lifecycle

Patient Communications and DTC Advertising

Patient Program Budgets

Leadership and Support Structure

Program Leadership

Program Development and Delivery

Coordination of Patient-Facing Materials

CHARTS AND GRAPHICS

Companies Mentioned:

Alexion

Amgen

ArthroCare

Bayer Schering

Boston Scientific

CSL Behring

Bristol-Myers Squibb

Genzyme

Johnson & Johnson

Merck & Co.

Organon

Sanofi-Aventis

Sudler & Hennessey

Takeda

Consulting Firm

Small Pharmaceutical Manufacturer

For more information visit http://www.researchandmarkets.com/reports/c51201

Source: Business Wire

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