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  • Posted by John Branston
  • June 13, 2011
  • Articles

Diabetes Insights

Diabetes Insights

Published in Pharmaceutical Marketing Europe, June 2011 By Julie Denny and John Branston, Directors

Studying the attitudes and experiences of patients living with diabetes in different countries can be invaluable to guide effective communication plans. With access to an ever-increasing plethora of sources, ranging from friends and family to charitable organisations and numerous online resources from websites to online forums and communities, consumers are becoming increasingly knowledgeable about their illness and treatment options. Therefore, pharma marketers should be paying more attention to the voice of the patient. Proposals for patients to have better access to high quality information on prescription medicines have been received favourably by the European Parliament, so it is likely that pharmaceutical companies will need to ensure that they are giving patients access to accurate, clear and unbiased information, which also resonates and engages with their audience. In Asia, where patients often have to fund at least a proportion of their treatment, positive perception of the brand is critical. A better understanding of patients is therefore essential in order to communicate with them effectively. Living with diabetesPatient research can offer greater insight than data gathered by physicians using patient medical forms, as has been found in our own studies, which seek to understand patients’ attitudes, behaviours, thoughts and feelings towards living…

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