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The Empowered Patient What It Means for Pharma Marketers
Selecting the appropriate pharmaceutical product is one of the choices
that empowered patients can make. But according to Reinhard Angelmar,
the Salmon and Rameau Fellow in Healthcare Management and Professor of
Marketing at INSEAD, empowered patients are involved before a drug even
makes it to the market.
This article will review a presentation
made by Angelmar at the recent eyeforpharma SFE Europe 2009 conference
held in Barcelona, Spain. Angelmar makes a case for the drug industry
to adopt a patient-centric model in which pharma companies can develop
unique expertise in decoding the behavior, needs, motivations of
patients and then use this knowledge as the basis for helping
healthcare professionals and payers to put into place programs that
achieve better patient outcomes.
Topic headings include:
- The Power of Patient Empowerment
- It Starts with Research
- Degrees of Patient Empowerment
- European Patients are Online
- Influence Over Prescribing
- Patients Determine Compliance
- Patient-Centric Pharma
- Relevance of Social Media
- European Union Barriers
- Relaxed Constraints on Horizon
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Issue: Vol. 8, No. 4: April 2009
Word Count: 2272
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