Patient insights – a typology of chronically ill patients
Berlin School of Economics (FHW Berlin); and Produkt + Markt, Germany
Produkt + Markt Healthcare, Germany
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 patient to gain thorough knowledge about possible treatments and to be actively involved in therapy decisions. Thus, the gap between the doctor and the patient seems to be narrowing and the doctor-patient relationship appears to being redefined. An evolution from a once passive to a responsible and modern patient is widely propagated (Gouthier 2001). Political issues also impact this development. The ongoing reform of the German health care system will further demand growing personal responsibility and financial contributions for the individuals' health. In depth knowledge about the chronically ill represents an indispensable foundation on which to build successful relationships to this increasingly powerful and important stakeholder in the market.