Last month, we had the pleasure of participating in two industry events – the MM&M Transforming Healthcare Conference in New York City and the MedDev West Summit in San Diego. Across both events, we heard a few common themes, many of which underscore our mission of providing high value, convenient information in the ways people want it.
Here are a few of our key takeaways, and how we’re addressing them for our clients:
Individualized patient focus is now the expectation – deliver on it.
Healthcare consumers want and expect the same kind of valuable, relevant, and actionable information from pharma that they get from other savvy consumer brands—from personal health monitoring devices like smart pill bottles designed to remind people to take their medications, to personalized communications that can guide them towards their health and wellness goals.
Through the work of our EngagedMedia™ division, we’re creating a more personalized approach to engagement through the smart use of data. With access to as many as 400 fields of pharmacy claim data, we design mobile messages that are as relevant and useful as possible. More than simply letting people know it’s time to refill a medication, we can trigger communications based on actual pharmacy events to let people know that their prescription may be in danger of not being filled as prescribed and offer to remedy that situation in the moment.
And today, mobile is among the best channels through which to engage people in timely medication support information they can use. With 45% of Americans saying they “can’t live without their mobile phones,” and 90% saying they read a new SMS text message within three minutes of receiving it, it’s one of the most effective, even intimate, ways to ensure ongoing engagement.
Hoss Sooudi, GM of our EngagedMedia division, takes the main stage at MedDev Summit for a session on “being the brand your patients want you to be”
Just because you can reach someone doesn’t mean you should.
While on the road, we were pleased to hear others in the industry mention the importance of offering value – one of the core tenets of our approach to engagement. After all, given the relative ease with which pharma can communicate digitally with consumers – and the precision at which these communications can be delivered – it’s tempting to over-do it. The question is whether or not the person on the receiving end will find the interaction useful in their path towards better outcomes.
This is a key part of how we design our EngagedPatient™ programs – working closely with our clients to determine the content, cadence, and tone of each message throughout an individual’s journey with a brand.
The concept of value also came up in other ways, such as the industry’s need to gain visibility on patient-level data and outcomes, and how technology can help us get us there. For us, this means training our focus on measuring the metrics clients care about—like fill rates and patient days on therapy.
It’s also part of the driving force behind some of our latest program enhancements, such as our RxSurveyor™ solution, which provides an easy, mobile-first way to capturing real-world data on patients’ experiences with a therapy, and systematically sharing those patient insights with their HCPs and with the pharma brand. This represents an opportunity to provide value to patients who want to be sure they are on the therapy that is right for them; to their HCPs looking for evidence of the appropriateness of their prescribing decisions; and to brands who want to earn patient satisfaction and loyalty.
The future is now.
Now that pharma marketers are embracing the use of personalized technology, the natural next step is to extend into areas like voice automation, AI, and machine learning.
While mobile is now the most ubiquitous channel for engagement, voice is not far behind. We can all imagine how convenient it would be to make a simple request of our smart home device to refill a prescription without taking focus away from making dinner or helping the kids with homework. It’s this level of convenience that helps people seamlessly fit healthcare into their daily lives that excites our R&D and user experience teams.
Fun illustration of the “fireside chat” between GSK’s Ian Marks and EngagedMedia’s Karen Capuzzi at the MM&M Transforming Healthcare Conference – highlighting how data and technology can support people on the path to becoming smarter, healthier healthcare consumers
Overall, these two events reinforced the trends that will continue to shape how our industry engages with healthcare consumers, and how pharma companies, physicians, patients, health systems, and technology innovators are working together to create greater value and better outcomes for all. We look forward to continuing the conversation.