QUICK READ: It’s apparent that getting patients back to their doctor is going to be a huge challenge for DTC marketers. Pharma needs to develop a consistent message that motivates patients back into their doctor’s offices.
Patients
KEY TAKEAWAY: A two minute story on the evening news about a new cancer drug doesn’t answer enough questions for people who may want to know more before meeting with their doctor. Biopharma companies need to set realistic expectations when it comes to new drugs and they need to be a credible source of medical information for patients, but all too often their websites are a billboard that says “ask your doctor about me”.
KEY TAKEAWAY: There are two things that today’s patients’ want in health care; empathy and to be heard. Pharma has to find a way to take a more empathetic approach to DTC marketing if we want our efforts to be effective.
Post Summary: Drug marketers should stop looking at patients as “market segments” and learn to engage each patient and treat them as a valued customer. It involves a deep empathetic understanding of each patient’s needs an moving internal barriers to earn the trust of a skeptical audience.