Tracleer won approval in 2001 as the first oral treatment for pulmonary arterial hypertension, an illness difficult for patients to grasp. Tracleer helps patients control the symptoms, but it has drawbacks. Faced with high patient-dropout rates early on in treatment, the drug's maker needed to change patient perceptions
MANAGING PATIENT PERCEPTIONS IS IN FACT, THE NEXT LEVEL OF PHARMACEUTICAL MARKETING.
Managing patient perceptions and CRM with patients is a brand engagement strategy. This enlivens the brand, helps the target audience appreciate the brand attributes and benefits better, and hence makes a person use the brand better in his or her life.
Brand engagement and patient perception
Engagement, a broad term encompassing everything from sampling to product placement to personal service, is the process of forming an emotional or rational attachment to a brand by using it or viewing it in a personally relevant context.
Let us say, Liv 52 (a popular herbal for hepatic dysfunction) is used by the patient on advice of the doctor in cases of hepatic dysfunctioning like nausea or fatigue or outright jaundice. Brand engagement strategies through the doctor to the patient can enlighten the customer that constipation, anal discomfort, and piles too are manifestations of liver dysfunction, and in case a patient suffers such symptoms (at a later date or happens to know a person with such symptoms) the top-of-the-mind recall will be for Liv 52.
Brand engagement can be heightened through an online brand website that provides education and an enhanced experience to the netizen on hepatic dysfunctioning and role of Liv 52.
Brand engagement with patients, increases the perceived value of the product from the viewpoint of the patient. This also enhances the word-of-mouth phenomenon in the patient and medical community.
Similarly, brand engagement strategy is best suited for products in the OTX space, like Women’s Horlicks, Amway products (in 2008 Amway products in
After, fatigue, PAIN is a most common symptom in clinical practice. When the word pain is mentioned, more often than not, the top-of-the-mind recall goes to Crocin (paracetamol) and Moov (the topical joint pain reliever), in
Overall, strengthening the Pharma product promotion to patients is vital given the current power of media that addresses health issues to patients and society directly, moreover, web 2.0 is redefining the conversations on health issues, and there is a distinct empowerment of patients on health issues. Hence, it is useful for marketers to address patient perception of drugs, therapies and healthcare products.
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