Patient-Centric Approaches in Pharmaceutical Marketing: A New Business Model

DOI: https://doi.org/10.63345/ijrmp.org.v9.i3.2

Sakshi Bansal

Independent Researcher

Amritsar, Punjab, India

Abstract

In recent years, the pharmaceutical industry has witnessed a paradigm shift from traditional product-centered strategies toward patient-centric models. This manuscript examines how a patient-centric approach not only enhances patient engagement and outcomes but also drives sustainable business growth. By reviewing literature up to 2019, this study explores the evolution of patient-centric marketing strategies, the integration of digital health technologies, and the realignment of value propositions to address unmet patient needs. A mixed-method approach was adopted to assess market trends, involving both qualitative literature review and quantitative statistical analysis. Our findings indicate that patient-centric strategies lead to improved patient adherence, higher satisfaction, and ultimately, a more resilient business model that is better equipped to handle competitive pressures and regulatory challenges. The results have significant implications for pharmaceutical companies aiming to pivot toward strategies that incorporate the patient voice throughout the product lifecycle—from development to post-market support.

Keywords

Patient-Centricity, Pharmaceutical Marketing, Business Model Innovation, Digital Health, Patient Engagement, Healthcare Outcomes, Marketing Strategy, Pharmaceutical Industry

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