KEY TAKEAWAY: An alarming 81% of consumers are unsatisfied with their healthcare experience, and the happiest consumers are those who interact with the system the least. There is a gap in perception between providers and consumers on the quality of experience currently being provided. Providers underestimate the degree to which the patient experience fails to meet consumer expectations. This skewed perspective is creating a lack of urgency among providers to fix the problem. While providers are aware of patient dissatisfaction, they have many competing initiatives, making it difficult to prioritize.
Despite the best intentions to deliver a better patient experience, providers struggle to make it a priority among competing initiatives. For example, 75%* of providers say patient experience is critical to the future success of their organizations. Meanwhile, on the list of hospital CEOs’ top concerns, patient satisfaction does not make the top five.
Consumerism has upended other industries, leading to new expectations for the patient experience. The power has shifted to the consumer in nearly every industry —transportation, retail, and financial services. Finally, it is healthcare’s turn.
What does this have to do with DTC?
The simple truth is that healthcare is becoming a “consumer driven” industry. DTC marketers have to think beyond informing and educating and move to a model that embraces patients as consumers through compliance and adherence. To do this all channels have to be used and expertise is needed to excel in these areas. Pharma should be recruiting more digital marketing people and relying less on agencies to “lead the way”. You need people, in house, who understand your brand and its patients and can choose the best online way to reach them.