A Market for Education


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Product Description

The pressure is on to provide as much salient and valuable information as possible during the time the patient is able to spend with his or her physician during an office visit. The time patients and physicians have together is short, and this is when patient education materials can play a role. These patient aids offer an opportunity for all parties to win: the doctor, who is able to respond to the needs of his or her patients; the patient, who receives the information he or she needs; and the pharmaceutical company, which can use the opportunity to provide a value-added service to its customers.
“The doctor has so little time per patient and the patient is given so little time to ask more detailed questions,” says Stanley Wulf, M.D., VP and chief medical officer at InfoMedics. “Often the patient leaves the office not really understanding what he or she needs to do to get better. That’s why education, in relevant forms, is an important supplement to the traditional patient/doctor interaction. Patient education is vital and it’s the one area that can provide a true win-win-win situation for the patient, the doctor, and the pharmaceutical company…

Meeting the Literacy Needs of Patients
Key Guidelines to Creating Easy-to-Read Patient-Education Materials
Online Consumers are Open to Marketing Messages
Sound Bites from the Field
Brad Bednarz
, Chief Strategic Officer, Visible Productions. For more information, visit
Denton Chase Product Manager, Gilead Sciences. For more information, visit
Adam Galloway, VP, Sales/Pharmaceutical, GPI Anatomicals. For more information, visit
Richard Gliklich, M.D., President, Outcome. For more information, visit
Helene Monat, CEO, Marketing Technology Solutions Inc. For more information, visit
Louis A. Morris, Ph.D., President, Louis A. Morris & Associates Inc. For more information, visit
Mollye Rhea, President, For Momentum. For more information, visit
Andrew Schorr, Founder and VP, Strategic Alliances, HealthTalk. For more information, visit
Ganesh Vedarajan, Principal, ZS Associates. For more information, visit
Kevin Wildenhaus, Ph.D., Director of Science at HealthMedia Inc. For more information, visit

Experts on this topic
Jill Balderson.
VP, Strategic Marketing Services, HealthEd, Clark, N.J.; HealthEd develops patient-education programs for pharmaceutical and healthcare marketers. For more information, visit
Barbara A. DeBuono, M.D., M.P.H. Senior Medical Advisor, Pfizer Public Health and Policy Group, Pfizer Inc., New York; Pfizer Public Health and Policy creates and manages public-private partnership programs and advances public-health research to establish Pfizer as a leader in public-health innovation. For more information, visit
Barri Falk. VP, Marketing, Endocrinology, Serono Inc., Rockland, Mass.; Serono, the U.S. affiliate of Serono S.A., has seven recombinant products on the market in the United States across three therapeutic areas: neurology, reproductive health, and metabolic endocrinology. For more information, visit
Sharen Godwin. VP, Patient Messaging Solutions, Ateb Inc., Raleigh, N.C.; Ateb is a pharmacy point-of-care solutions provider specializing in real-time targeted patient messaging. For more information, visit
Jackie Herr. Cofounder and CEO, Ignite Health, Irvine, Calif.; Ignite Health is an independent healthcare advertising agency known for its interactive campaigns. For more information, visit
Deborah Schnell. President of Sales and Strategic Planning, Healthy Advice Networks, Cincinnati; Healthy Advice Networks supports the work of healthcare professionals by providing credible, captivating, and compelling health- education tools. For more information, visit
John Sory. VP, Pfizer Health Solutions (PHS), New York; PHS, a wholly owned subsidiary of Pfizer Inc., partners with healthcare and community organizations to implement patient-centered programs that focus on prevention, care management, and care coordination to improve patient health. For more information, visit
Stanley Wulf, M.D. VP and Chief Medical Officer, InfoMedics Inc., Woburn, Mass.; InfoMedics helps pharmaceutical companies and managed-care organizations improve the quality of communications between patients and their physicians. For more information, visit