{"id":8487,"date":"2022-10-20T13:00:00","date_gmt":"2022-10-20T13:00:00","guid":{"rendered":"https:\/\/www.rednovius.com\/?p=8487"},"modified":"2022-11-17T11:32:29","modified_gmt":"2022-11-17T11:32:29","slug":"consumerism-in-healthcare-covid-and-the-future","status":"publish","type":"post","link":"https:\/\/www.rednovius.com\/consumerism-in-healthcare-covid-and-the-future\/","title":{"rendered":"Consumerism in healthcare, COVID, and the future"},"content":{"rendered":"\n
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The COVID-19 pandemic has given consumerism in healthcare new importance. Customer-centric became the buzzword that pushed HCPs and patients to the center of all action. <\/p>\n\n\n\n

Health is no longer just a scientific magazine or the experienced word from a doctor. Health is now highly digitalized for patients and HCPs that are active participants in their journeys, where making informed decisions is key. So, pharma marketers must adapt and think of new ways to equip both patients and HCPs with the necessary tools to respond to the ongoing changes in the field. <\/p>\n\n\n\n

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Consumerism in healthcare & COVID’s push<\/h2>\n\n\n\n
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COVID has brought change to the American pharmaceutical industry and the way people relate to their health. To a certain extent, the pandemic has pushed healthcare consumerism to the forefront of all action<\/strong>. <\/p>\n\n\n\n

As isolation shapeshifted into the new reality, healthcare was transferred to the four corners of our homes. This has motivated the industry’s ecosystem and marketing strategies to rapidly adapt to the new changes. Doctors’ appointments were mainly done via email or video. Thus, contributing to the strengthening of telehealth. <\/p>\n\n\n\n

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Did you know that in 2020 5% of American Consumers<\/strong><\/a> <\/strong>(16.5 million) reported that they or a family member had used telehealth for the first time during the pandemic?\u00a0<\/p><\/blockquote>\n\n\n\n

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But what does this truly mean to the pharmaceutical industry and the healthcare system? At that point, there was a misalignment between what the consumers were looking for and what was available to them<\/strong>.<\/p>\n\n\n\n

A recent PWC survey<\/a> on the impact of COVID on consumer behavior shows this discrepancy between consumers and providers. For example, 37% of US patients declared an intent to use virtual appointments for the ongoing treatment of chronic diseases. However, only 17% of providers thought these to be the most effective method.\u00a0 <\/p>\n\n\n\n

In a way, consumers are open to a new approach. Companies, in their turn, are taking steps toward a new paradigm in which both patients and HCPs are key players. Yet, to this day, these are still far from exploring the full potential of these new opportunities. <\/p>\n\n\n\n

The truth to retain is that US patients, for instance, are open to a digital approach to health. o, the future must pass by listening to their needs and how they intend to monitor their own health. So, now, more than ever, the way is a customer-centric approach<\/a>.\u00a0<\/p>\n\n\n\n

One way or the other, the pandemic has brought forth the importance and potential of consumerism.<\/p>\n\n\n\n

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The future<\/h4>\n\n\n\n
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As the post-COVID era sets in, there are long-lasting changes in consumer behavior that are worth noting. So, pharma companies reassess their views on consumerism and effectively rethink their marketing and communication strategies. <\/p>\n\n\n\n

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\u201cThe old model, which looked at consumers as \u2018patients in need,\u2019 is over\u2026we now have empowered, informed, and motivated healthcare consumers\u201d<\/em><\/p>

– Timmy Garde, Chief Innovation Leader at Levane Life Sciences (PharmaVoice<\/a><\/em>)<\/p><\/blockquote>\n\n\n\n

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So, what is the way going forward? There is a need for a joint effort to redesign healthcare.<\/p>\n\n\n\n

First<\/strong>, pharma companies must take their time to assess their patients’ and HCPs’ behaviors. While listening closely to their feedback and needs. What is it that they want? What is it that they need? This is a more educated and informed consumer generation, that wants to take active participation in their own healthcare. And so, it is important to take that into consideration.\u00a0<\/p>\n\n\n\n

Then, <\/strong>you must think about ways to tailor your marketing strategy around your consumer. Following, in that way, a customer-centric approach. The consumer is at the center of your marketing strategy, and so you must know its:<\/p>\n\n\n\n