What the Client Wanted
A leading generic drugs manufacturer wanted to obtain and build an unbiased view of their patient segments to build stronger relationships by better understanding them on an emotional level and tailoring engagement strategies to their experiential disease journey.
Quantzig’s patient journey analysis created an inference between the generic drugs customer’s emotional experience, behavioral patterns, and treatment experience. The analysis also aided the client to identify appropriate intervention points in the form of digital channels and appropriate timing for specific types of content, particularly during sensitive times of the patient journey.
Generic Drugs Market Outlook
The global generic drugs manufacturing industry comprises firms primarily engaged in the development, manufacture, and marketing of generic drugs. The segment includes drugs from most of the therapeutic areas including cardiovascular drugs, nervous system drugs, and oncology drugs. One of the biggest catalysts of the generic drugs industry is the lower price of drugs when compared to the other branded drugs. Though generic drugs are chemically indistinguishable to their patented counterparts, they are usually sold at large discounts. This has enabled third-party payers and governments across the globe to save billions of dollars in healthcare expenditures and resulted in lower copayments for patients. Additionally, factors such as an aging population, patent expiration of blockbuster innovator drugs, and increasing prevalence of chronic diseases are driving the growth for generic drugs.
Commoditization and extensive reforms in both regulated and unregulated markets: Although new healthcare reforms have boosted sales of generic drugs in recent years, many governments across the globe are looking to reduce their expenses. Additionally, many countries have seen a dramatic change in their business model as payers become key stakeholders through the implementation of tenders.
Innovative technologies: An enduring issue for the pharmaceutical industry is how new technologies, predominantly digital-related technologies, have impacted drug development and commercialization. Moreover, emerging technologies in the pharmaceutical industry such as 3D printing and artificial intelligence are expected to impact the business models, workforce needs, operations, cybersecurity risks, and the supply chains of the generic drug manufacturing companies.
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About the Client
The client – an American global specialty and generic drugs company headquartered in the US.
The generic drugs manufacturer had outlined a new customer engagement approach for a mature asset in their health division. However, the success of the new approach was dependent on their ability to transform their brand into a trusted care partner in the eyes of the patient, as the patient manages a chronic condition. Drawing from a history of experience with their patient population, the client’s primary challenge was to obtain and build an unbiased view of their patient segments to build stronger relationships by better understanding them on an emotional level and tailoring engagement strategies to their experiential disease journey.
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Quantzig’s patient journey analysis helped the generic drugs manufacturer leverage primary market research in combination with digital engagement data to understand and measure the emotional journey and uncover key intervention points along the digital patient journey. Quantzig’s digital behavior analysts also worked in close collaboration with data scientists and client partners in the global pharmaceutical industry to identify appropriate digital data assets and markers that could serve as measurements for the patient emotional journey. This helped the client build customized behavioral taxonomies that were quantifiable within the digital footprints of the targeted patient segments. Furthermore, these custom taxonomies enabled the development of a comprehensive overview of market segments and a clear view of the intersection between a patient’s emotional journey and online digital behavior.
Patient Journey Analysis Insights
With the help of Quantzig’s patient journey analysis, establishments in the global pharmaceutical industry can create an inference between the generic drugs customer’s emotional experience, behavioral patterns, and their treatment experience. The patient journey analysis also helps companies identify appropriate intervention points in the form of digital channels and appropriate timing for specific types of content, particularly during sensitive times of the patient journey. Furthermore, generic drugs manufacturers can deploy more informed communication strategies to build stronger relationships with their target audience. Looking at the patient experience from a personal perspective enables the creation of more resonant content that speaks to this target market through the most appropriate digital channels in a way that is sensitive and effective.