Time to think like a patient, not a marketer

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”. Continue reading

Can drug makers market to people rather than market segments?

green-division-green-lightbulb1-250x250Post 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.

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