Patient-Centered Marketing to Improve Outcomes
In order to build a sustainable brand & a strong reputation, it is critical that leaders create educational marketing that will engage patient populations. Given the constant and wide-ranging marketing messages directed at consumers, organizations need to develop and deliver innovative “go-to-market” educational strategies and tactics to win over patient groups. Despite this, many organizations are still struggling to figure out how to effectively approach and engage patient populations.
As the biopharmaceutical industry continues to change, understanding how to interact with patients to improve outcomes will become more critical and difficult. From recent research, we found the following key perspectives about the drivers of changes in patient-focused marketing initiatives:
- Better Health Outcomes Require More Than Information: Only a small percentage of patients exhibit true “information-seeking” behaviors. Oncology and HIV are notable exceptions.
- Communication Through New Media Often Falls Short: All of the benchmarked companies in our study reported using new media/channels to reach and engage patients. Despite this, most brochures, blogs, and websites are not extremely effective & don’t change behavior or outcomes. Patients’ increased access to information does not on its own guarantee better outcomes. Web 2.0 experiments also are often uneven and expensive.
- Communication at the Next Level Means a Paradigm Shift for Pharma: Engaging patients singly or in groups through “counseling” is uncommon. A new marketing challenge that many leaders are encountering is aiming to “reduce barriers to understanding the value of superior control of disease and superior quality of life.”
Changes across the healthcare industry are having a direct impact on the relevance of patient-focused activities, catapulting their importance to levels that are, and will continue to grow, higher than they have ever been before. New technologies and access restrictions have created both opportunities and challenges for approaching and engaging patient populations to improve disease control.