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Patient-Centric Healthcare Study Reveals Key Insights for Pharmaceutical Marketers
Date:1/7/2008

10,000 patient study taps into power of patient in making healthcare

decisions

WILTON, Conn., Jan. 7 /PRNewswire/ -- Ryan TrueHealth (http://www.ryantruehealth.com), the healthcare communications division of Ryan Partnership, a national marketing services firm, announces the findings of its landmark on-line "Patient Power" healthcare study. In partnership with ICOM, Ryan TrueHealth fielded the 10,000 patient study to help marketers tap into how patients make healthcare decisions, what the key influencers are and why.

(Photo: http://www.newscom.com/cgi-bin/prnh/20080107/NEM006 )

Fielded among patients with at least one chronic condition, the patient power study yielded the following results:

-- Despite differences in chronic conditions, patients refer to the same

trusted information sources when making healthcare decisions.

-- While healthcare professionals and experts are still the most trusted,

peers, spouses, and friends are the second-most trusted source for

healthcare decision-making.

-- Advocates play a highly influential role in motivating other patients

because they are natural information gatherers and disseminate what

they learn.

-- Authentic communications with patients helps marketers meet patients'

needs for trust while they look for authenticity.

-- Spiritual beliefs are an important source in patient decision making.

-- Patients want information that is personalized. Marketers who deliver

the right information to the right customer at the right time create

opportunities for ongoing communications.

"The consumer and patient landscape is changing rapidly, and how people make healthcare decisions and whom they trust gives us insight into some of the deeper needs of the patient. The results reveal that patients are more alike than dissimilar in their healthcare decision making process. From patients with high blood pressure to those suffering daily with rheumatoid arthritis, the human condition trumps the disease condition. These survey findings reveal what pharmaceutical marketers are looking for - the kind of insight that spans condition," Alfred O'Neill, Senior Vice President, Ryan TrueHealth, concluded.

About Ryan TrueHealth

Ryan TrueHealth is a full-service healthcare communications company that creates strategic Relationship Marketing solutions for pharmaceutical, biotech, OTC brands and health insurance companies. The agency creates engaged, trusting and profitable relationships between clients and their customers -- embracing an Insight to Measurement approach that takes a 360 degree view of audience needs and surrounds every creative program with rigorous measurement.

Ryan TrueHealth is backed by the resources of the Ryan Partnership, which includes 9 offices, 425 employees and $200MM in revenues. Their experience in creating brand value includes Unilever's Dove.com, Callwaysgolftv.com and Very Best Kids RM program for Kraft.
Available Topic Expert(s): For information on the listed expert(s), click appropriate link. Alfred O'Neill http://profnet.prnewswire.com/Subscriber/ExpertProfile.aspx?ei=71570


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SOURCE Ryan TrueHealth
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