Patients do not feel connected to pharma

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Medical, Marketing & Media recently published the article; Patients do not feel connected to pharma, which explains why many patients do not feel connected to the pharmaceutical companies that make the medications they depend on. The one key reason why patients do not feel connected: They do not see themselves in the marketing with which brands expect to reach them.

Wego Health Solutions, a patient advocacy network, found the lack of connection between drug makers and patients a “wake-up call???. Wego said pharmaceutical companies could solve the disconnection with patients by implementing the use of patient advisory panels. The panels are comprised of influencers who provide insight, not only when the product is launched, but also for the duration of the product’s lifecycle.

Brands can also benefit from using patient advisory boards because regular contact with patients can help a brand evolve along with their patients. Patient perspective can also give brands the confidence to market products because patient insight will shape materials that focus groups will vet for resonance.

By involving patients in a patient advisory board, it gives the patient advocates a stake in the brand, if their opinions are valued. Another payoff for implementing patient advisory panels is that it helps shape interactions between nurses and sales reps. Also, the panels could encourage companies to reach out to patients through efforts like supporting established patient communities, and ensure that an online outreach serves to create a connection as opposed to talking about a product.

Patients who took part in a survey also offered some solutions, which include using real patients and their stories, rather than featuring a “healthy-looking actress or model who doesn’t look like they actually use the product.”

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Patients do not feel connected to pharma