Until pharma learns to “think digital, ” they will stuck in the past

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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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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

Why does pharma ignore caregivers?

Family members provide more than 95% of non-professional care for older adults who do not live in nursing homes.

‣ In total, family caregivers provide 37 billion hours of care annually.

‣ Caregivers looking after elderly family and friends log 3 times as many hours per year as professional caregivers.

‣ The estimated economic value of family and friend caregiving is roughly $500 billion per year—3 times greater than Medicaid’s expenditures on professional long-term care.

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Listening to physicians in research (findings)

  • Physicians do spend time online, but their number one site is still Medscape.
  • They don’t have the time to connect with patients with social media and don’t see the value.
  • Drug company studies are a good source of information, but they want to “know more”.
  • Patients are “rarely’ coming to them asking for advertised drugs.

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Treating cancer requires more than expensive drugs

  • The emotional challenges to the shock of a cancer diagnosis and fears about the future are often left untreated. More specific emotional concerns can range from apprehension about body image after treatment to periods of anxiety or depression, sadness, shock, horror, disbelief, frustration, distress, unhappiness, upset, worry, shame, fear.
  • A survey by the Teenage Cancer Trust has revealed that eight out of 10 young people find the mental health impact of cancer as hard to deal with as the treatment itself.
  • Patients who used information sources were more likely to have a higher locus of control over the course of their disease. These results show how important the doctor’s role is in the provision of emotional support.

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