The growing proliferation of generic drugs has intensified pharma industry competition for both physician and patient brand loyalty. In a sea of increasing “sameness” – the delivery device – not the commoditized drug is fast becoming the most meaningful point of differentiation among pharmaceutical companies.
Take for example, cases of self-drug administration by those with special cognitive or physical limitations, such as autoimmune disease. The patient’s ease-of-use and favorable experience with a strategically-designed drug delivery device not only increases their prescription refill adherence and device loyalty, but also drives physicians’ confidence level in the brand and, ultimately – higher volume prescription rates.
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