What do patients expect from pharma companies?

  • There is a significant gap between patient expectations and pharma company services when it comes to prescription drugs.
  • Patients want pharma companies to “help them” learn about and manage their health problems.
  • They also want pharma to provide clear and easy to understand content about their products.
  • Real patient stories score very high in credibility and pharma should try and “connect” these people online.
  • Patients want a source to “turn to” when they have a question about their medication beyond their doctor or pharmacist.

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DTC advertising benefits consumers

  • DTC advertising is designed to provide scientifically-accurate information to patients so that they are better informed about their health care and treatment options.
  • There is never any requirement or obligation for physicians to prescribe a particular medication, as was confirmed by 91 percent of physicians in FDA’s survey.
  • Beyond increasing patient awareness of disease (including undiagnosed conditions) and available treatments, DTC advertising has been found to increase awareness of the benefits and risks of new medicines and encourage appropriate use of medicines.
  • In addition, DTC encourages patients to visit their doctors’ offices for important doctor-patient conversations about health that might otherwise not take place.

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DTC and online health seekers

  • Patients, today, have a lot of choices when it comes to Rx medications.
  • They spend a lot of time online comparing treatments.
  • Social media is playing a bigger role, however while patients seek out other patients, because of their experiences, they usually require more information.
  • Online health seekers use multiple online health websites to get the information they need they only go to pharma websites for information on a specific product.

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Change is coming to drug pricing, whether it’s painful or not

  • Some pharma companies have seemingly defied the emphasis on drug costs by raising drug prices.
  • Change is coming to prescription drug pricing, whether it’s painful or not for pharmaceutical companies,” Health and Human Services (HHS) Secretary Alex Azar said in a speech Monday at a health policy conference.
  • “The drug companies that recently increased prices will be remembered for creating a tipping point in U.S. drug pricing policy,” Azar said.
  • Drug prices were raised because Wall Street is their primary customer, not patients.

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What does putting patients first mean ?

East Kent picPutting patients first, we see a lot of drug companies and insurers using that phrase, but what does it exactly mean ?  Mr Merck once said that good medicine will lead to good profits but today it seems that too many are focused on “selling” the public in an era when they don’t want to be sold.  If we, as DTC marketers, put patients first that passion will translate into profits.  So why is it so hard to communicate passion for patients in big pharma ? Continue reading

Pharma gives the middle finger to patients

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