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News & numbers Straight to the patient A signifi cant proportion of the medical device industry dismisses the importance of patient engagement:


Covid-19 and digitisation have completely changed how patients think about their health, but many medical device companies act as if their interests don’t drive the market. Healthcare is moving beyond hospitals, and whether or not a company thinks patients can pick its product out of a line-up, they still care about the experience it provides. As pharma has already realised, patient engagement is becoming a competitive advantage. There’s a long way to go, but manufacturers should focus on the patient funnel and outcomes.


Senior medtech marketers surveyed that suggested their products were too far removed from patient decision making to require patient engagement.


45%


Those surveyed that said engaging with patients is significantly more expensive than engaging with providers and offers comparatively low ROI.


50% 3. Insight development 33% 2. Scalable structure


have patient support services that go beyond their device or therapy.


1. Formalised vision


60% 19%


Source: ZS Medical Device Developments / www.nsmedicaldevices.com 11


have either no plans or delayed plans to fully fund patient engagement initiatives.


regularly collect patient insights through market research.


have a way of centrally distributing patient insights across the business.


24% 21%


Marketers that saw value in optimising the patient funnel by accelerating presentation, diagnosis and referral, and improving the acceptance of therapies.


70% Three key focal points for building the foundation for better patient engagement


Those that saw value in maximising outcomes by improving doctor-patient relations and retention.


60%


perform patient data analytics regularly.


Jackie Niam/Shutterstock.com


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