Abstract:

In a survey among 500 chronically ill patients in Germany, three heterogeneous clusters could be identified: the actively informed; the uninformed disciples; the critical deciders. The three clusters significantly differ with regard to their coping strategies, their relationship with the doctor and their information-seeking behavior. The actively informed in particular are disposed to paying extra for innovative brands and are interested in communicating with pharmaceutical companies. These new patient insights could serve as a valuable basis for more efficient Direct-to-patient (DTP) campaigns.