PM 360 Magazine, Greatest Creators
March 1, 2016
In order to better engage with today’s consumer and improve their healthcare experiences, pharmaceutical companies and their supporting agencies need to continually advance the ability to deliver (and receive) information in “real time” at the moment when consumers are learning or making critical healthcare decisions. In our highly regulated industry, this requires a shift in both internal and external operations, putting into place the ability to review and respond to the 24-hours-a-day, 7-days-a-week exchange of information. While this may seem daunting at times, it is through this real-time communications that we are able to improve healthcare experiences between doctor and patient, and ultimately improve health outcomes.
REAL PATIENT CONVERSATIONS
For instance, a Facebook page for an unbranded program can provide value for patients by creating an authentic space for real conversations to happen within their community. While continual monitoring and community management is required, a truly effective community allows the conversation to happen naturally by sharing valuable resources and asking the community to weigh in with their own experiences and opinions.
From a healthcare PR perspective, engagement with patient communities is what should be informing and driving the majority of all programs. Partner with patient advocates and act on their feedback. Through these well-informed patient advocates, companies will be able to strengthen and improve the quality of information they are delivering and receiving. It will also allow companies to provide programs that truly meet patient needs today–and can quickly evolve to meet the needs of patients tomorrow.