Pharmaceutical companies depend on their customers/patients for business and their success depends on them. It is very important to understand customers, their needs, satisfaction to build relationship.
In recent times digital technology and mobile and electronic devices have put the consumer in control. The traditional, linear customer journey from awareness to purchase has been replaced with unique, unpredictable journeys where no two are exactly alike.
For the pharmaceutical industry, the traditional commercial approach based on mass-media advertising, sales forces, ready access to physicians, and relatively uninformed patients is falling short. In particular, companies are trying to engage with patients in the early stages, when they look for information about symptoms.
With the rise of multichannel marketing, the targets of the pharmaceutical industries have more opportunity than ever to interact with brand. Providing a high-quality experience is key to engaging them on the journey from trial to brand loyalty, and even advocacy.
When it comes to pharma patient journey mapping, the first step is to nail down goals, both in the short-term and long-term as it relates to your product and ideal patient.
Medical marketing efforts that attempt to reach anyone, anywhere-are doomed to produce only a squandered budget. Carefully and precisely identifying the target audience is a critical success factor in brand strategy development.
Most pharmaceutical marketers are familiar with the concept of conducting market research to create a “sales funnel” as a guide for marketing programs, where patients move in stages from product awareness to product purchase.
Pharma’s digital transformation:
Pharma is centered around customer needs and is harnessing digital to assess and meet customer needs, but there remains much room for improvement. Indeed, some customers remain dissatisfied with their customer experience, particularly healthcare professionals (HCPs).
Every Pharmaceutical marketer worth their salt wants high engagement rates. It’s a simple fact of Marketing 101. However, pharma marketing is a little different in that brand engagement also lends itself to healthier patient habits and eventually higher patient adherence rates.
Another standard goal of pharmaceutical marketing, advocacy is a critical asset to pharma marketing and the pharma patient journey as a whole.
Advocacy means that your product and brand are making a genuine, positive impact on the health and well-being of your patients and they genuinely want to share that goodness with their friends and anyone else who will listen.
This is a big one. One of the most significant problems facing healthcare and pharma today is average patient treatment adherence.
To have a major impact on patient adherence, pharmaceutical companies can do efforts from the retail, banking, and technology industries, among others, and create a 360-degree perspective of patients’ lives, looking not only at whether they adhere to treatment regimens but also at contributing factors such as behavioral patterns, demographics, and lifestyle choices. The first part of a 360-degree customer journey is a set of customer-specific data that is both complete and integrated. All the data sources are cross-referenced. The second part is an organization designed to nurture all that data and make good use of it.