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
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