Consumer trends are now more involved in decisions related to their care, and with shifting reimbursement and regulatory environments, pharmaceutical companies should change the way they develop, market and sell their products, according to a new report from the Health Research Institute.

While the pharmaceutical industry has historically interacted with patients through clinical trials and marketing efforts, those types of engagement may no longer be enough, the analysis found, especially as regulatory and industry changes take hold. Pharmaceutical marketing is the marketing of drugs or products to medical practitioners and consumer trends alike. What’s needed is more proactive patient engagement that meets the wants of consumers, which can increase their chances of commercial and regulatory success.

The internet is more widely used for gaining information, not for entertainment or communication. Patients now conduct online research about their problems before visiting the doctor and look up the prescribed medication after their appointment. For pharmaceutical companies, this means that the consumer is more aware than ever of the role of pharma brands in their day-to-day lives.
A connection has therefore been established, whether brands want it or not, and it’s become more and more important to build a relationship with the consumer throughout their research cycle, where they are spending the most time – online.

How to adopt this consumer-first strategy for your pharma brand.
Consumer triggers for buying medicines:
Medical advice
In the case of Rx drugs, prescriptions still drive the highest number of sales, availability of generic medicines notwithstanding. The question for pharmaceutical marketers is – how do you drive a higher number of prescriptions? And how do you ensure the consumer follows that prescription & keeps your brand in mind for next time?
Heuristic triggers
Familiar brands or medicines that have always been consumed or stored in the house, friends’ recommendations on medicines that have worked for them, or previous own experiences often affect purchases of certain medicines rather than a rational approach to evaluation.
Symptomatic triggers
With consumers being more aware than ever of their symptoms and medicines available, you have a lot of people doing the research online, then going to pharmacies and requesting OTC solutions to their problems.
Advertising
Information provided by the company, written info on the prospectus/leaflet of the product, product pricing, etc. that creates a preference for one product over another.