German companies see patients as a target market of growing importance:
This article was originally published in Clinica
Website, press release, brochure, advert and flyer. Ranked in order, these are the most valued means of informing the market for German medech companies, according to an online survey this month. It also revealed that 95% of companies see patients as becoming a more important target group; and 90% see press/PR/communications as a valuable investment in business. But the BVMed-run survey also discovered that saying and only doing are not necessarily the same: only 18% of respondents have an in-house communications department; most rely on the marketing department. The 100-response survey, unveiled at a two-day session in Cologne, suggested that public access to healthcare knowledge and modes of treatment was growing, partly as a result of the trend towards out-of-pocket/co-payment arrangements.