Pharmaceutical Executive Article Published January 1, 2012 – Much has been written about the increasing influence of patients in the healthcare decision-making process, but this assertion oversimplifies the changing dynamics of healthcare. Patients are not taking over the healthcare system, and this oversimplification could easily lead to poor marketing choices.

It is more accurate to say that the healthcare ecosystem is now comprised of multiple stakeholders with a far more complex decision-making dynamic than existed just a few years ago. In addition, patients are not a single homogenous unit. Some may have little or no impact on treatment decisions or healthcare choices while others may take an active individual role. But the ones that we find really interesting are those taking on almost an 'activist' role, impacting not only their own healthcare, but potentially many, many others as well. We call this last group the "pro-patient."

This is the pro-active patient. They are not just personally empowered and assertive, but broadcast their experiences, opinions, and objectives and therefore have a far wider sphere of influence.

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