Cutting Edge Information Announces New Patient Communications Study

DURHAM, N.C., July 13 /PRNewswire/ -- Cutting Edge Information, the business intelligence firm providing primary research, operational benchmarks and real-world business practices, recently announced the release of a research study titled "Designing Patient Communications Programs." The study was a follow-up to research conducted two years ago that addressed the challenges of reaching patients with effective communication strategies. This study, nearly doubling in size from the previous research, was expanded because of the growing number of channels to reach patients, the ever-present credibility challenges the pharmaceutical industry faces, and the increasingly stringent regulatory environment.

With the industry image under fire, pharmaceutical marketers struggle to deliver their brand messages. They know educating patients about managing health conditions and adopting healthy lifestyles is more critical than ever, yet they also recognize that patients and doctors are wary of the information they produce.  Add to this the inherent challenges of harnessing multiple channels, such as the web, social media, and mobile messaging, as well as the resulting difficulties of measuring ROI, and it is evident why brand teams need new ways to reach their target audiences. The pharmaceutical leaders candidly discussed their quintessential challenge:  how to create meaningful and relevant health information to effectuate change, while also meeting their financial objectives and delivering measurable results.

Eric Bolesh, Research Director at Cutting Edge, stated, "It has been interesting to witness the evolution of thinking from the study conducted two years ago.  There is no question that providing objective and accessible knowledge is a must and brand teams are struggling to determine the best allocation of budget and resources. Yet, while many of them are beginning to embrace new technologies and channels, an overwhelming 96% of those surveyed agreed that the number one place to reach patients is the doctor's office where they are most focused on their health.  No other form of communication can replace the intimacy or trust of the doctor/patient relationship, nor can influence patient outcomes or prescription growth as dramatically."

About Cutting Edge Information

Cutting Edge Information is a business intelligence firm that provides primary research, operational benchmarks and real-world business practices to executives in the pharmaceutical, biotechnology and medical technology sectors. Its report on patient education and communications, "Designing Patient Communications Programs," provides a complete breakdown of the communication programs of 27 pharmaceutical brands.  It also explores the costs, development times, and goals of 19 different tools focused on patient communications.  These data, coupled with ROI measurements, best practices, and industry trends, provide a comprehensive picture of patient communications program design and implementation.  For a complimentary brochure of this report, visit http://www.cuttingedgeinformation.com/patient-communication.

SOURCE Cutting Edge Information