If organizations want to maintain a trustworthy image and connect with their customers, transparency in the pharmaceutical industry needs to become a higher priority. One way to address this situation is to highlight the commitment to ingredient traceability.
Patient communications are no longer fit for purpose, and although Covid has brought this to the fore, the problems will continue for a long time after the vaccine roll-out if they are not resolved.
One small pharma company is meeting the challenge of COVID-19 by finding new ways to support the practices of its specialist physician customers.
How pharma companies can lay the groundwork for lasting commercial success in a post-COVID-19 world.
Finding, accessing, and paying for healthcare in America requires so much work that half of consumers surveyed by The Harris Poll have avoided seeking care. More than two-thirds of consumers said every step of the healthcare process is a chore, most said they don’t know how much a treatment or visit costs until months later, and nearly all said they want shopping for healthcare to be as easy as shopping for other common services – including making it a fully connected digital experience.
“Put the patient first.” It’s every pharma marketer’s favorite buzz-phrase in 2020. And why not? Patients are our real customers; they use and (hopefully) benefit from our products, and their wants and needs drive the success or failure of everything we do.
With 270 million Americans currently under a “stay at home” directive, only activities deemed “essential” are happening in person. In healthcare, which relies significantly on personal connections – between patients and HCPs, HCPs and pharma reps, and even marketers and their teams – there have been dramatic shifts in the way we all work and operate over the last couple of weeks.
Nearly three-quarters of U.S. physicians (73 percent) reported not being able to test patients quickly and easily for coronavirus, despite 50 percent reporting that they had treated at least one patient with possible COVID-19 symptoms, according to a nationwide survey of more than 2,600 physicians on the Doximity network.
Relative to doctors who were shown rational ads that were generalized, the third annual Wunderman Thompson Health Inertia Study found that 34 percent more doctors were likely to take action after seeing emotional ads that addressed them on a personal level.
Current exorbitant healthcare costs and inadequate insurance leave many patients without essential care that could improve or save their lives. However, a single-payer market is not necessarily a panacea.