Given the prevalence and rising incidence of chronic disease and the influence that disease state management has on consumer purchase behavior across Rx and OTC remedies as well as food and beverages, patient marketing – targeted marketing to specific ailment sufferer segments – offers major growth potential for both manufacturers and retailers across a broad range of categories.
This report provides a unique, in-depth assessment of purchase behavior among sufferers of obesity, high cholesterol and diabetes, each of which affects a significant proportion of the population and is a key influencing factor in channel and product selection.
Leveraging high cholesterol as a case study, the assessment also reveals critical differences among patient segments within ailment groups as determined by insurance coverage, demographics and presence of additional ailments.
Focused marketing and merchandising initiatives, including product mix aligned with sufferer needs, in-store signage and information, cross-merchandising with other high purchase products and relevant, targeted marketing messages highlighting disease management benefits will be rewarded with customer acquisition and retention among these high-value consumer segments.