The Empowered Patient What It Means for Pharma Marketers

Selecting the appropriate pharmaceutical product is one of the choicesthat empowered patients can make. But according to Reinhard Angelmar,the Salmon and Rameau Fellow in Healthcare Management and Professor ofMarketing at INSEAD, empowered patients are involved before a drug evenmakes it to the market.

This article will review a presentationmade by Angelmar at the recent eyeforpharma SFE Europe 2009 conferenceheld in Barcelona, Spain. Angelmar makes a case for the drug industryto adopt a patient-centric model in which pharma companies can developunique expertise in decoding the behavior, needs, motivations ofpatients and then use this knowledge as the basis for helpinghealthcare professionals and payers to put into place programs thatachieve 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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