The patient experience is inextricably connected to how HCPs feel about their work and are measured and perceived, and that experience is no longer limited to the 15-minute office visit. To support engagement across the care pathway, pharma marketers must also provide value to patients. Digital strategies are an ideal way to target them appropriately with messages that make an impact.
Patients spend about 24 times longer on healthcare consumer community sites than on healthcare company sites – that presents a perfect opportunity to partner with the organisations that are already engaging their target consumers. In our own consumer health communities, we’ve seen plenty of examples of the impact that well-designed and thoughtfully delivered health management tools can yield. For example, over a 12-week period, a patient with very poorly managed type 2 diabetes experienced a week-over-week average drop in blood glucose levels of 30 points after interacting with one of our diabetes apps. That kind of progress is possible only when the user finds the experience engaging enough to stick with it over time.
In addition to engaging consumers within these trusted communities, innovative digital models allow life science companies to identify patient needs in local areas, and ensure their prescribing HCP has the correct product information and support materials when they need them. Geo-targeting segmentation strategies that leverage condition prevalence, insurance access and other indicators can drive highly targeted and relevant campaigns – delivering a more personalised experience that leads to better results.
By Brad Davidson, PhD, SVP, strategic planning, Aptus Health
To learn how new digital models are supporting both patient and HCP engagement across the care continuum, visit www.aptushealth.com/europe
