Pharmaceutical brand teams’ budgets for U.S. patient adherence programs more than doubled this year, rising on average from $613,000 to $1.5 million, according to a study of brands employing an adherence strategy.
While the United States had the largest one-year jump, patient adherence budgets outside the United States jumped as well, according to the new study, “Patient Adherence and Compliance: Improving Outcomes through Patient Engagement Programs,” from consulting firm Cutting Edge Information. The average patient adherence budget in European markets doubled from last year. Brand teams employing adherence and compliance programs in Asia-Pacific markets saw their budgets rise as well, though more modestly.
“The budget trends we observed clearly show that companies with dedicated adherence budgets are allocating more and more resources to those efforts,” said Michelle Vitko, senior research analyst at Cutting Edge Information. “In fact, adherence spending has been on the rise for the last several years.”
To better manage these growing resources, many companies are breaking patient adherence out as budget line. Roughly half the companies profiled for the study now have a dedicated patient adherence budget, reflecting the increasingly high-profile role that engagement and adherence play in pharmaceutical marketing strategies. The study found that total patient adherence program budgets were almost five times larger in 2012 than in 2009. The most notable growth was in Europe and Canada, where budgets grew by well over 500 percent. U.S. drug brand teams increased their program budgets almost fourfold in the same period.
“Patient Adherence and Compliance” (http://www.cuttingedgeinfo.com/research/marketing/patient-adherence/) helps teams build and reinforce their adherence and compliance programs. The report includes benchmarks for program budgets, revenue lost to non-adherence, breakdowns of program ROI and case studies of actual patient adherence programs to help pharmaceutical brand teams:
For more information on patient adherence, brand marketing and pharmaceutical marketing strategy, visit http://www.cuttingedgeinfo.com/research/marketing/.Business Wire
Last updated on: 11/04/2012
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