Category Archives: Focus on patients

Align DTC marketing around the patient journey

KEY TAKEAWAY:Over the past 12–18 months, 61% of marketers say they’ve become more focused on evolving from a traditional marketing structure to roles aligned with a customer journey strategy  . Recent years have introduced a slew of new positions, ranging from “customer experience analyst” to “lifecycle marketing. DTC marketing should be aligned around the patient journey, not just traditional marketing. Continue reading

Millennials see no difference between mobile health and visiting a doctor

KEY TAKEAWAY:  While there is a lot more hype than facts around mobile health Millennials are ready to jump on the mobile health bandwagon.  Why? Because they don’t see any difference between actually visiting a doctor and consulting with one via a computer or mobile device. Continue reading

Caregivers are online so where’s the content for them ?

Pew Internet CaregiversAccording to a report from Pew Internet four in ten adults in the U.S. are caring for an adult or child with significant health issues, up from 30% in 2010. Caring for a loved one is an activity that cuts across most demographic groups, but is especially prevalent among adults ages 30 to 64, a group traditionally still in the workforce.  When asked about the specific impact of the internet 59% of caregivers with internet access say that online resources have been helpful to their ability to provide care and support for the person in their care and 52% of caregivers with internet access say that online resources have been helpful to their ability to cope with the stress of being a caregiver.  So why isn’t there more content on drug websites targeted at caregivers ? Continue reading

Empathy is not just another marketing tactic

“When the doctor called me to tell me the results of the test I never expected her to say that I had MS.  To say that it turned my life upside down would be a huge understatement.  It forever changed my life and even with treatment the worries about my future are a part of me and my decisions”.  That quote was from a 37 year old woman we interviewed this year in research to learn about what newly diagnosed MD patients go through. Continue reading