Research points to doctor's office as best place to reach patients and change behavior

Business intelligence firm Cutting Edge Information has released a research study titled Designing Patient Communications Programs, which is follow-up to research conducted two years ago that addressed the challenges of reaching patients with effective communication strategies.

This study, nearly doubling in size from the previous research, was expanded because of the growing number of channels to reach patients, the ever-present credibility challenges the pharmaceutical industry faces, and the increasingly stringent regulatory environment.

With the industry image under fire, pharmaceutical marketers struggle to deliver their brand messages. They know educating patients about managing health conditions and adopting healthy lifestyles is more critical than ever, yet they also recognize that patients and doctors are wary of the information they produce.