When launching new products, pharmaceutical companies should bring an outcome rather than just a product to market, according to a new study from the professional services company Accenture.
Findings from the study, titled "Product Launch: The Patient Has Spoken," suggest that a medication's benefits are the key factors patients consider when looking at new products. More than 69% of patients think the benefits are more important than the brand of the product.
Patients also feel they are not knowledgeable about new products coming to market. Pharma companies should help bridge the gap by informing patients about treatment options, starting in the pre-diagnosis and pre-treatment phase. Pharma companies also need to understand that the majority of the patients who consider switching their treatments end up doing so.
The study recommends that pharma companies launch evidence-based solutions starting at the clinical trial stage. It is also essential to understand the generational and geographical differences and tailor launch strategies to match the needs of patient sub-segments.
Accenture’s study is based on a survey of 8,000 patients in the U.S., France, Germany and the U.K. across eight therapeutic areas — immunology, cardiology, pulmonology, neurology, oncology, rheumatology, endocrinology and eye diseases.
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