Survey's findings show reliance on brand loyalty is not enough

Only one-in-four patients rank brand loyalty or popularity as a top factor in their treatment decisions, according to new research.

Accenture Life Sciences surveyed 8,000 patients in France, Germany, the UK and USA across eight major therapeutic areas including oncology, rheumatology and neurology.

"Our report findings should be a strong signal to the industry that launch strategies need to change"