Accenture released a new report on product launches in the pharmaceutical industry, based on a survey of 8,000 patients in France, Germany, the UK, and the U.S., across eight therapeutic areas-immunology, cardiology, pulmonology, neurology, oncology, rheumatology, endocrinology, and eye disease. The report is designed to help pharma companies understand what will help enable them to launch new treatments successfully in a market characterized by more-complex specialty therapeutics, rising costs, and an intensified focus on value and outcomes.
Findings in the report include that brands are not major influencing factors when patients consider new pharmaceutical products; more than two-thirds (69%) of patients surveyed said the product’s benefits (i.e., treatment outcomes) are more important than the brand itself, with less than one-third (31%) citing a strong affinity to brands in a healthcare setting.
Based on survey findings, the report offers two major recommendations for pharma companies, 1) bring an outcome, not just a product, to market and 2) make it personal and precise.
