The power of personalization in pharma marketing
It's a very, very 2024 thing to do: Tailoring campaigns to meet the needs of diverse patients (1,460 words, 7 minutes)
The growing importance of personalization in pharmaceutical marketing is evident as companies strive to differentiate themselves in a crowded market. Customizing campaigns to address the varied needs of patients can significantly improve patient engagement and compliance with treatment regimens, as reported by Pharma Now. Additionally, providing personalized content enables pharmaceutical firms to present pertinent and timely information that may align well with patients' concerns, potentially enhancing health results and fostering a more robust bond between patients and the brand.
Healthgrades observes that personalized medicine necessitates a tailored marketing strategy. Pharma marketers aiming to connect with healthcare professionals and patients should craft educational campaigns emphasizing innovation and integrating personalization into their advertising approach. This enables the creation of specialized content that appeals to both groups.
Marketers can craft personalized content on medical conditions and treatments in formats that are easy for physicians to share with their patients. This can encompass interactive quizzes for assessing symptoms, reminders for taking medications, and educational resources customized for particular health issues. It's also vital to recognize the diversity of audiences by discussing how various conditions impact different groups disproportionately, employing culturally sensitive language, and providing materials in several languages, showcasing cultural proficiency in healthcare.
Hyperise says that hyper-personalization is becoming increasingly popular in the industry. This advanced technique surpasses traditional patient-centred methods by leveraging data to craft deeply personalized experiences. It strives to customize every touchpoint, from marketing to digital platforms, to the patient's individual requirements, thereby possibly elevating satisfaction and treatment results. Utilizing patient data, it delivers experiences that are not just patient-centred but uniquely patient-specific. Artificial intelligence is crucial in this shift, enabling instantaneous, personalized interactions that could boost patient involvement while preserving privacy.
When considering personalization, it's important to remember healthcare professionals (HCPs). Pharma Exec highlights a recent report highlighting gaps in the industry's digital personalization development. The report emphasizes that healthcare professionals are overwhelmed with information and need relevant, targeted content to enhance engagement. The publication also notes that personalization could help build stronger relationships with HCPs and improve the relevance of communications, which can directly influence treatment decisions. By focusing on the unique needs of HCPs, companies can streamline communications and reduce the information overload many HCPs face, enabling more efficient interactions.
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THIS WEEK 09/24/24
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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.
HEALTHBIZ REWIND
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Robin Hunter
General Manager
Tolmar
Toronto
Season 01, episode 07
Listen to this episode here
Are there any minor challenges or obstacles healthcare providers face when caring for patients in Canada today? (This episode was recorded in August of 2020 when Hunter was General Manager of Mallinckrodt Pharmaceuticals)
We were worried about whether a product would make it across the border. I mentioned the devices we shipped to the U.S. for use. They went to Madison, Wisconsin, where our big manufacturing plant is. They did some relabelling and remanufacturing, then shipped them back to us, but they got stuck at the border. You’d think anything marked ‘medical supplies’ would go through, but trade wasn’t working that easily. Some shipments arrived in 24 hours when we expected two weeks, but one shipment didn’t make it across the border. Luckily, that one wasn’t urgent, but it was an example.
Usually, all our shipping was done from a different area in the U.S., and this was the first time they shipped directly from Wisconsin. They labelled it the way they always do, not thinking about the difference. It was the first time they distributed to Canada. So, there's an example of, ‘Oh my goodness, thank God we didn’t need those things right away,’ because it could have been catastrophic. You don’t think of everything, but we’ll definitely think about it next time.
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