customersPOST SUMMARY: In the health care industry, physicians call consumers “patients;” health plans call them “enrollees” or “members;” and bio-pharma companies refer to them as “users” or sometimes “subjects” if they are involved in a clinical trial.  However, like the new head of the Veterans Administration said, they are not patients, they are customers.

Make sure your worst enemy is not living between your own two earsOne of the questions I get asked and asked again is “why haven’t most pharma companies changes in their approach to DTC and digital marketing?”.  The answer to this is complex, but at its heart most major consulting research has indicated that time and time again pharma is a laggard when it comes to change and hiring people who can really question current thinking when it comes to meeting the needs of consumers of healthcare.