Harnessing the power of patient reviews and testimonials in pharma marketing

How patient feedback influences choices in treatment options and healthcare providers. (1,120 words, 5.5 minutes)

Aug 20, 2024

Patient reviews and testimonials are emerging as powerful catalysts for change, offering a fresh, authentic perspective that is reshaping marketing strategies. By harnessing the voices of those who have experienced their products firsthand, pharma companies are not only building trust and fostering community but are also guiding potential patients in their healthcare decisions. Invigo notes that this shift toward transparency and patient-centred insights is proving to be a game-changer, enhancing brand credibility and forging stronger connections with both patients and healthcare professionals. As these testimonials become potent endorsements of a product's real-life impact, the industry is witnessing a transformation in how it engages with its audience.

One of the most prominent examples of harnessing patient testimonials is Pfizer’s approach with the rheumatoid arthritis drug, Xeljanz. Pfizer created an online community where patients could share their experiences with the therapy, offering potential patients valuable insights into the medication’s impact on lives. Now, the medication’s website is filled with patient stories and testimonials. By showcasing authentic patient stories, the company effectively built trust and provided a platform for patient engagement.

Similarly, GSK used patient reviews in its marketing strategy for Trelegy Ellipta, a medication for chronic obstructive pulmonary disease. GSK featured testimonials from actual patients in its campaigns, highlighting the real-world impact of the therapy.

Healthcare Social Marketing Platform Social Climb notes that this kind of strategy not only humanizes a brand but also provides prospective patients with relatable stories that could help them make informed decisions about their treatment options.

Patient reviews are also increasingly affecting other areas of healthcare. Medical Economics notes that a study conducted by researchers from Stanford University and published in the Journal of Marketing found that almost 75% of patients rely on reviews as a first step in finding a new physician. This trend underscores the growing influence of online reviews in patient decision-making, not only in choosing healthcare providers but also in selecting treatment options and medications.

Additionally, Medical Tourism Magazine writes that patient reviews and testimonials significantly impact the medical tourism industry by serving as crucial decision-making tools for potential medical travellers. A 2023 survey by the Medical Tourism Association revealed that trust is a significant factor in choosing a medical tourism destination, with more than 97% of respondents emphasizing its importance. Positive reviews from previous patients build this trust, encouraging prospective travellers to choose specific destinations, the survey revealed. Conversely, negative reviews can deter potential clients from pursuing care abroad, highlighting the importance of managing online reputations effectively.

Additional reading:

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In season 12 of the NPC Podcast, Brian Bloom, CEO of Bloom Burton & Co., gives insights into changes in the Canadian Healthcare investment landscape, the return of the generalist investor, and the rise of consumer empowerment in healthcare. Hear him in conversation with podcast hosts Mitch Shannon, Jim Shea, and Mark McElwain.

Listen here

HEALTHBIZ REWIND

This feature of NPC Healthbiz Weekly looks back at some of the most insightful moments from previous NPC Podcast episodes. In Healthbiz Rewind, you’ll read bold life sci predictions made during the renowned “Prognostication Korner” segment of the NPC Podcast.

Dr. Shafiq Qaadri
Family Physician, Medical Lecturer & Writer
Toronto
Season 01, episode 02
Listen to this episode here

Is there something that Pharma can do to help physicians connect with their patients better? (This episode was recorded in July of 2020)

I’ve suggested to colleagues, managers, territory managers, and brand managers that it would be fantastic if pharma could, with the appropriate consent, start sending email blasts directly to patients from physicians. We could have patients sign up, and these emails shouldn’t come from the pharma company itself but, for example, from me. I’d be happy to oversee and curate the content occasionally. We could pick a disease—Type 2 diabetes, heart disease, obesity (which is often part of the broader cardio-metabolic syndrome)—and share the latest updates, offer encouragement, suggest getting a FitBit, or provide dietary tips, noting that food availability changes seasonally. I think this would be a fantastic opportunity. Other industries do it all the time—just look at how Bed, Bath & Beyond, BMO, Uber, and others constantly reach out to their clients.

INTRODUCING DERMATOLOGY.BUSINESS

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