Patient insights - a typology of chronically ill patients

Joachim Scholz-Ligma and Nicole Weber

In a survey among 500 chronically ill patients in Germany, three heterogeneous clusters could be identified: the actively informed; the uninformed disciples; and the critical deciders.

Patient insights – a typology of chronically ill patients

Joachim Scholz-LigmaBerlin School of Economics (FHW Berlin); and Produkt + Markt, Germany

Nicole WeberProdukt + Markt Healthcare, Germany

INTRODUCTION

This paper shows how psychographic segmentation analysis can derive valuable and necessary insights for DTP campaigns aimed at chronically ill patients.

In recent years the patient has become an increasingly important target group for the pharmaceutical industry. This development is partly due to ongoing patient empowerment within the healthcare market. The internet in particular is regarded as a crucial driver. Access to profound information on specific diseases allows the lay...

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