Pharma marketers have been slow in adopting digital strategies. Contrasting, patients have been quick in recognizing the value of online platforms. Traditional marketing strategies are now insufficient. Customers are more demanding, and they ask for active participation in their healthcare.
As digital platforms grow, patients’ questions get answers with just a click. These seek, then, an inclusive experience. One in which they believe HCP have the right tools to make informed decisions.
Here are 3 patient-motivated changes that have impacted Pharma Marketing practices:
Pharma marketing: 3 Patient-motivated changes
1. Easy-to-understand information with Videos
In the last two decades, the human attention span has decreased to 8 seconds. Partly, because of the stimuli, we receive each day from digital platforms. So, patients, nowadays, prefer consuming information that is both easy to understand and interactive.
Scientific data is often complex and hard to understand. So, simplification of information has become is vital when targeting patients.
Videos are not only entertaining but also an effective tool for sharing complex data. According to Arkadin viewers retain 95% of a message if it is in a video. Whereas, long, bulky texts often easily lose patients’ attention in only a few lines.
Demand for information is increasing, and attention decreasing. Pharma marketers must recognize the potential of video in conveying information and data. There are even tools and strategies being created by companies, to aid you to adapt and innovate. While providing a seamless customer experience.
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2. A new way to target HCP
Today, there are more than 10 drugs aimed at the treatment of a single disease in the US. HCPs have also to respond to the increasing demands of patients. And so, pharma marketers had to find a new way to target physicians.
With less time to study, medical professionals need access to alternate educational experiences. These must provide them with valuable information, quickly. And so, as a competitive and demanding field, pharma marketers have to seek the aid of digital tools to do so. And that has started to happen through:
- Webinars;
- Virtual meetings (sales reps with HCP); and
- Email.
Recent studies show that physicians, globally, have been appreciating these new strategies. As they provide a more engaging and educating experience. It is only possible if marketers take the time to analyze data that provides a better customer understanding.
3. Digital engagement
With video comes a desire for greater digital engagement. Patients want to feel supported throughout their buying journey. And, most of all, want to be engaged in different innovative ways.
So, companies must leverage data and technology with content. For instance, applying to a popular mobile app or website that patients value. In this way, Pharma Marketers turn a brand’s message and products more widely available.
For example, WebMD is one of the most successful online platforms for scientific news. It counts over 70 million visits monthly. And patients adhere to it for its informational value. The website is also a symptom-checker. It answers questions in just a click.
Conclusions
Americans are seeking more on the Internet for health-related questions. And so, pharma marketers have to find ways in which to draw patients to their websites. So, it is crucial to make them informative and engaging. Videos, easy-to-understand graphics, and blog texts are just one of the few tools you might consider as your company moves into the future.
