Customer relationship management in the pharmaceutical industry: The role of the patient advocacy group

Establishing relations with third-party allies has always been an important part of pharmaceutical company efforts, particularly in building support for products among healthcare professional groups. Recently, however, patients and carers have begun to form dedicated associations known as patient advocacy groups (PAGs) to draw attention to and assist in the treatment of disease. Both parties — PAGs and pharmaceutical companies — benefit from this alliance. The main goal of this paper is to highlight these benefits and to identify some broader trends impacting upon the relationship. As consumers attain ever-greater significance as a target audience for marketers of ethical or prescription products, pharmaceutical companies are using a variety of techniques ranging from media relations or publicity, to direct-to-consumer (DTC) advertising where it is allowed. If properly handled, working with consumer groups or PAGs offers another vehicle that can help companies reach customers.