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The Scoop – Engaging Patients | Importance of Email | Predictive Analytics July 15, 2014

Filed under: Corporate — CMI/Compas @ 4:01 pm

Today I’ll be tweeting live from the Converge Conference as well as sharing takeaways in tomorrow’s Scoop – the agenda is very cool so I’m hoping to get some hot nuggets. Email or DM me you have a question you want me to ask at the conference.

I noticed this article on the importance of considering email as a medium for reaching patients and asked some of our experts for their thoughts – the following is from Jose Ferreira, Executive Director Customer Insights: “For any campaign in any channel, you should know what customers (or potential customers) want or need and how they would like to receive those things.  One thing that is touched on and is of paramount importance is differentiated content.  Targeting the correct message sequence to the right audience is a given.  Going beyond that, the content should serve to build a relationship of sorts, so it’s best to err on the side of more unbranded than branded content.  You want to provide relevant information and there is only so much that a brand can say about itself.  Unbranded and neutral content builds trust with the customer.”

New data shows 70% of doctors use e-prescriptions. (Thanks COO Jim Woodland for this article.)

Media Director Melanie Bonomolo attended a MM&M seminar on Engaging Patients and shared the following takeaways. Note – there’s a PDF that has additional information Melanie references here; if you’d like a copy email me and I can send it to you:

The keynote offered some good stats and blurbs on a recent patient study:

  • 76% of respondents said they don’t just want more services from pharmaceutical companies; they expected them   – Given how much  “You say, ‘Well, if you’re spending $100,000 a year for an oncology therapy, of course you’d expect some services to come with that,’
  • 64% of respondents said, in essence, that they’re happy to trade personal information for information/services – “What that means is that people understand that there’s a fundamental value [to the information]”

The patient/Pharma panel was a meeting highlight (starts pg 9).  The biggest takeaway for me here is that Pharma needs to connect with patients; they must understand their needs and speak their language.

  • “Patients are the most under-utilized resource, and they have the most at stake”
  • “Good” patient-centricity, occurs when a pharma company considers its every move and communication in the context of how it will affect a patient and her family. “Yes, there’s making money, but a true patient-centric company is focused on improving lives of patients and caregivers.”
  • One patient launched into a story about her recent recovery from a stroke. She focused on a little pamphlet she was given during the process. “It was like, ‘You can expect A, B and C to happen, you might hear these words…,’ things like that,” she recalled. “Well, I had a stroke. I could not feel the left side of my body. I could not speak… yet my family and I received this little pamphlet. So I guess what ‘patient-centric’ means to me is ‘welcome to my world’…You’re coming to my world, not the other way around. Once you understand that and that we’re partners in this—I’m not the ‘consumer,’ I’m not the ‘end result’ – then I think we’re at the table together.” She went on to explain how the pamphlet was valuable because introduced her and her family to a new set of doctors and terminology that she’d now be exposed to- it prepared her for what was next.  This was critical because she could not speak and the information provided her with comfort

Predictive analytics are incredibly valuable in marketing and can be valuable in other areas as well – but can they actually pose risks when used in healthcare? Thanks to this article from CMIO Susan Dorfman we can see the potential for issue, as a study showed that when using predictive analytics some HCPs make their treatment and/or diagnostic options too narrow and actually can experience mistakes.

FDA social media guidance can be confusing and – let’s face it – boring, which is why we’ve provided a synopsis with recommendations. In addition, Mark Senak writes a great blog that this week provided some helpful information, and is running a webinar Thursday to further delve into the topic.

More hot news:

  • Microsoft is rumored to be having layoffs this week
  • There may be a ‘recipe’ for preventing Alzheimer’s
  • Diagnosing Alzheimer’s may become simpler as scientists have discovered clues in the eye that give tell-tale signs

Carly Kuper, VP, Strategic Marketing & Corporate Communications

Hot industry news should come in Scoops.  Get The Scoop daily!


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