By Fréderique Delhom, Senior Research Consultant

Are all patients empowered? Can all patients become empowered? And is patient empowerment a good thing? The assumption is yes, patient empowerment is a good thing. Many doctors enjoy interested and informed patients. It is universally acknowledged that an informed and implicated patient should be more compliant with medical treatment.

Furthermore, empowered patients can positively contribute to the quality of healthcare they are receiving and/or paying for. These patients will talk more openly with their doctors about their needs and desires and will ask questions. As doctors understand patients better, they can tailor treatments and explanations that will both satisfy and reassure patients, thus, in theory, contributing to better patient compliance.

Many recent studies have shown a rise in patient power. One of the main factors contributing to this trend is the Internet and instantaneous access to (medical) information.

Will this trend affect the way pharmaceutical companies look at their markets and market their medications? Undoubtedly, yes. Patients are less and less passive consumers of healthcare.

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By Thomas Perkins, Senior Research Consultant

What are the most reliable and effective methodologies for identifying key opinion leaders (sometimes called influencers) within specific areas of healthcare? We have examined the strengths and weaknesses of various methods, ranging from peer recommendations to volume of voice share and online Web crawling. All of these methodologies provide a robust list of influential physicians and other players in the healthcare space. But often this information can lead to new questions, such as: How do I contact them? What are the best questions to ask? How do I engage them?

In this article we discuss some practical issues to consider when you are thinking about conducting primary market research with KOLs. We explore possible pitfalls and provide insights on how to avoid potential problems and maximize the value of research with these highly significant respondents.

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By Timothy A.J. Fitzgerald, Managing Director, GfK Bridgehead

The pharmaceutical industry is aware of the growing importance of payers, but thus far, companies have, for the most part, failed to commit to the organizational and cultural changes that are required to meet the needs of this critical stakeholder group. In many markets, national, regional and/or local payer organizations dominate the market access process, while the influence of prescribers on both access and uptake has been significantly eroded. Yet the industry continues to invest heavily in clinician-based pricing, target product profile and value messaging research, not to mention the vast sums needed to support sales and marketing organizations, whose principal targets remain the prescribing physicians.

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