Increasing patient engagement, Pharmaceutical companies are transforming their approach and developing engagement strategies with the end consumer in mind. According to a global study of nearly 6,000 healthcare consumers, there are areas where pharmaceutical companies excel, while other areas need improvement. Read on for the biggest takeaways.
Customer support is paramount
This is the first step for Increasing patient engagement is the need of healthcare consumers will have to be prioritized along with other business needs. But, where should pharmaceutical companies focus their consumer facing efforts? According to this global survey, 71% of consumers say that a very important pharmaceutical company provides excellent customer support. It’s not surprising, as they expect the same great experiences they get from retailers, consumer goods companies, and travel industry leaders.
Pharmaceutical companies are expanding the way they support a variety of stakeholders, including consumers and patients, by providing cross-channel support via phone, SMS / text, web chat, email and social media. increase. Ideally, an account manager or patient service representative will have a single view of the health care consumer, detailing past interactions and interests. This allows you to provide relevant personalized services and build lasting relationships.
62% of health care consumers also expect pharmaceutical companies to educate them about medicines. Another 57% emphasize the need for continued support to ensure that the drug is being administered correctly and is being taken at the correct dose. The message is clear. Pharmaceutical companies need to better understand which patients are (or are not) being treated to provide more drug support and improve outcomes.
Patient-Centered Drive Engagement
Pharmaceutical companies need to connect all consumer touchpoints to achieve £, increase taste and improve results. However, for consumers in the healthcare sector, communication efforts are currently difficult to understand. Just 14% say they completely understand them and only 6% strongly feel that all communications are relevant. This is, in large part, due to regulations that prevent truly personalized communications. Pharmaceutical companies rely on broader marketing campaigns (TV, newspapers, ads, and health websites) to drive consumers to their site where they might be able to capture specific data (if the consumer or patient provides it).
And while offers and rebates are nothing new for the industry 51% of healthcare consumers say it’s very important they receive them. Now, the industry is undergoing a change, and there is a shift at the point in which pharmaceutical companies find patients on their journey. Pharmaceutical companies want to contact their patients sooner than they are diagnosed and before choosing a treatment. You want to be able to provide ongoing support through the treatment experience of healthcare consumers.
Community Builds Loyalty and Advocacy
For increasing patient engagement in healthcare life science marketers, the online community collectively nominates the most important channels for customer engagement and advocacy. People with the same health problems often get together and share their experiences. In the pharmaceutical industry, healthcare consumers can use the patient community to provide feedback, share tips, and learn about medicines.
More than half of the healthcare consumers are interested in the patient community, which is growing among the younger generation. Forty-three percent of the silent / baby boomers consider the online patient community to be important, but for millennials, this number jumps to 61%.
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