{"id":203609,"date":"2022-04-27T10:00:00","date_gmt":"2022-04-27T08:00:00","guid":{"rendered":"https:\/\/www.bluenovius.com\/?p=203609"},"modified":"2023-04-11T12:53:27","modified_gmt":"2023-04-11T10:53:27","slug":"why-pharma-needs-to-become-customer-centric-right-away","status":"publish","type":"post","link":"https:\/\/www.bluenovius.com\/pharma-challenges\/why-pharma-needs-to-become-customer-centric-right-away\/","title":{"rendered":"Why Pharma Needs to Become Customer-Centric Right Away"},"content":{"rendered":"
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\"Why<\/a><\/figure><\/div>\n\n\n
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Top reasons for a customer-centric approach in pharma marketing<\/strong><\/h2>\n\n\n\n
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Covid-19 changed the world and the way people consume information<\/a><\/strong> and engage with products. A spotlight was shed over Healthcare, as it became the centre of attention and concern. <\/p>\n\n\n\n

Life-science data is more accessible. End-users have evolved into well-informed patients<\/a><\/strong> with something to say as opinions and decision-makers. This has left behind the model where Healthcare Professionals (HCP) were the first and last point of the communication chain. <\/p>\n\n\n\n

So, pharmaceutical companies<\/a><\/strong> need to redirect their focus from HCP to also end-users. And further, share information to become more influential among those who have a word to say. <\/p>\n\n\n\n

Nearly 85% of patients think that they can be responsible for their health while accessing the needed resources online. Thus, pharma has to adopt a customer-centric approach right away. And deliver digital information<\/a><\/strong> relevant to the patients and detailed data to HCP.\u00a0<\/p>\n\n\n\n

To engage successfully, pharma marketing must delete the gap by adopting a B2C model in their communication strategy<\/a><\/strong>. Consequently becoming influencers through the right channel at the right time! Let\u2019s explore this a bit more.<\/p>\n\n\n\n

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What changed?… Everything!<\/span><\/h4>\n\n\n\n
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2 new realities have emerged with the pandemic:<\/p>\n\n\n\n

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  1. HCP engagement<\/a><\/strong> with both pharma companies and patients has gone widely remote and digital-based;<\/li>
  2. Patients<\/a><\/strong> are more interested in becoming knowledgeable and have more information available for consumption.<\/li><\/ol>\n\n\n\n
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    1) HCP engagement<\/strong><\/h3>\n\n\n\n
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    The face-to-face meetings and in-person engagement with HCP are now a thing of the past. As remote meetings<\/a><\/strong> and digital information take their place rushed by the needs of a pandemic era. However, that doesn\u2019t mean less engagement, on the contrary!<\/p>\n\n\n\n

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    The interactions got more focused and strategic, with materials that can be shared and consumed at the right time through the right channel. Bringing a whole new potential to pharma\u2019s marketing strategy<\/a><\/strong>.<\/p>\n\n\n\n

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    2) Well-informed patients<\/strong><\/h3>\n\n\n\n
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    Pharma products\u2019 end-users now have something to say when it comes to decision-making regarding their health. As well as on the information available online<\/a><\/strong> they consume. That nowadays works as a first resource, not the HCP. <\/p>\n\n\n\n

    People got interested in knowing more, even before considering their physicians’ referrals or relying on the old word-of-mouth about the subject. <\/p>\n\n\n\n

    An average of 3 online sources are used by consumers when looking for a provider, being search engines the most commonly used with 65%. When you think of it, it\u2019s a whole new kind of trust-building<\/a><\/strong> and decision-making.\u00a0<\/p>\n\n\n\n

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    Takeaway:<\/em><\/strong> <\/em>Pharma companies need to improve their customer knowledge<\/a><\/strong> to go hand in hand with the transformation of the relationship between physicians and patients. The landscape has evolved into a more organized care pathway. Having a bigger emphasis on prevention and patient expertise on the subject. Here, targeted marketing should mean a multichannel approach that goes beyond the product\/ brand domain.\u00a0<\/p>\n\n\n\n

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    Know what your HCP and patients expect from you!<\/strong><\/h4>\n\n\n\n
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    Within the new realities of both HCP and patients, pharma companies have everything to gain with a personalized and omnichannel approach<\/a><\/strong>. Enabling strategies for direct marketing to end-users and detailed to physicians. <\/p>\n\n\n\n

    The main focus is an agile and reactive marketing strategy<\/a><\/strong> that takes into consideration the behavioral insights on both ends. This means refining their understanding of patients, the role of HCP, and the need for digital materials in the relationships between them.<\/p>\n\n\n\n

    Pharma has to offer content bearing in mind the engagement with end-users that are more aware and in search of a holistic health outcome. At the same time, pharma reps can only guarantee that HCP is on board with relevant, engaging, and valuable digital resources<\/a><\/strong>.<\/p>\n\n\n\n

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    Did you know that, in 2022, 82% of all consumers’ internet traffic will come from online videos<\/em><\/strong> (SocialMediaWeek)<\/strong><\/em>? Don\u2019t miss out on the stats and start using <\/em><\/strong>PubExplainer<\/em><\/strong><\/a> videos today!<\/em><\/strong><\/p><\/blockquote>\n\n\n\n

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    Takeaway:<\/em><\/strong> Pharma\u2019s marketing content<\/a><\/strong> has to empower while giving freedom of access and consumption to HCP and patients. Now, it\u2019s easier than ever to be present in the customers\u2019 journeys through the right channel at the right time. Because there has been a shift in the type of interactions that have gravitated towards digital alternatives, such as patient portals and virtual care.\u00a0<\/p>\n\n\n\n

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    Why you can\u2019t ignore video marketing!<\/strong><\/h3>\n\n\n\n
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    When looking at the available digital resources<\/a><\/strong>, pharma companies cannot ignore the massive increase and demand for video by consumers. Furthermore, almost 100% of businesses believe that informational videos help increase understanding – and therefore influence choices – of new products.<\/p>\n\n\n\n

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    \"Why<\/a><\/figure><\/div>\n\n\n
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    One of the most consumed types of video is spot on with the needs of both HCP and patients: explainer videos<\/a><\/strong>. These are capable of providing needed information through a seamless experience to the viewer that is tailored to its needs. <\/p>\n\n\n\n

    And most important of all, they can be shared through several channels and made available on and offline. It can be included in a landing page, a portal, or even sent by email. Allowing a deeper engagement<\/a><\/strong> by the viewer that can choose when and where to consume it.<\/p>\n\n\n\n

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    Did you know that when looking for product information, 66% of consumers are more likely to watch a video than read a text (Wyzowl<\/em>)? Get more views using PubExplainer<\/a> videos!<\/strong><\/p><\/blockquote>\n\n\n\n

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    Here are some numbers from Wyzowl that prove that video marketing can lower costs and be beneficial to pharma companies marketing strategies<\/a><\/strong>:<\/p>\n\n\n\n

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