How Pharma Brands Can Improve Patient Experience in 2024 

In the past, patients relied solely on healthcare providers (HCPs) for their care. Providers typically suggested a treatment plan, and patients were expected to adhere to it religiously. 

This dynamic has changed in recent years, with patients embracing a more active role in their personal well-being. Statistics show that 80% of patients now research their diagnoses online. Patients want to make their choices from the moment they notice symptoms to follow-up care. Modern patients can decide when to seek help, choose therapy approaches, or compare drug effectiveness. With such a level of patient autonomy, how can HCPs ensure positive patient experience while maintaining a reasonable degree of control over the treatment plan?

Pharmaceutical companies must shift their focus from selling their products to satisfying patients’ needs if they strive to stay competitive. They have to explain why a particular drug is a fitting solution for the patient’s problems. In this article, the Viseven team will walk you through key strategies on how to improve patient experience.  

Six Ways to Boost Pharma Patient Experience 

A healthcare organization that prioritizes patient experience builds a strong brand reputation, improves clinical outcomes, and fosters adherence rates. Here are some key strategies to deliver a positive patient experience. 

Grasp what patients are going through 

Improving patient experience becomes problematic when you are not fully aware of what they are going through. Artificial intelligence (AI) tools will help you make sense of your customer experience data and highlight the areas where their needs remain unmet. 

These solutions may also help you identify the most common drop-off points on patients’ medication journeys. You will learn why exactly patients are reluctant to continue their therapies or seek care in the first place.  

Based on these findings, you can modify treatment regimens or product designs to align with patients’ preferences and comfort levels. Additionally, AI algorithms let you spot segments at higher risk for non-compliance so you can provide targeted information or refill reminders. 

 Provide education and support 

A patient’s experience is often far more intricate than a diagnosis, treatment, and recovery cycle. Nearly a quarter of patients in the United States are taking two prescription drugs, yet an average patient visit lasts just 18 minutes. When pharmaceutical companies support their customers throughout the journey, they increase the chances of positive patient outcomes.

Patients with complex conditions need more comprehensive, high-quality support beyond brief interactions with their HCPs. So, it is not surprising that 76% expect pharmaceutical companies to deliver complementary information about their products. 

This means patients require more than just details on drug dosage, potential side effects, or contraindications. They also want access to evidence-based insights related to their condition and may find content on mental health helpful during challenging times.

Meanwhile, be careful of the language you use. Words like ‘victim’ or ‘sufferer’ may negatively affect patients’ well-being and even treatment choices. 

Use data to engage with an audience 

There is a reason customer data is called the new gold. It helps businesses more effectively engage with their target audience.

Research shows that 71% prefer personalized experiences, while 76% want brand communications tailored to them. A staggering 76% show patient loyalty to brands that prioritize personalization. 

Data insights give you a finer understanding of what content hits home and show how your customers prefer to consume it. Do your patients favor Facebook over X? Do they scroll social media first thing in the morning or late at night? Are they video watchers or lengthy article readers? Channel, timing, and format all matter a lot when connecting with your audience on a deeper level. 

Viseven’s omnichannel marketing services help life sciences brands reach customers across different channels. With our Einstein Send Time Optimization algorithms, marketers can deliver content when patients are most open to receiving it. Our team stays plugged into industry trends and relies on AI analytics and a modular approach to evaluate content effectiveness and develop compelling campaigns.  

Cooperate with HCPs 

Patients’ self-education is vital, but there is no substitute for healthcare specialists’ assistance. They help to make sense of complex medical information, establish accurate diagnoses, or create tailored treatment plans.  

Pharmaceutical companies must effectively engage with HCPs to ensure safe, top-notch patient care. This means keeping professionals in the loop about the latest research and medications so they can help patients make more informed treatment decisions.  

eDetailers are an effective way for pharma to connect with HCPs. They require healthcare specialists to interact with the content, whether by clicking on a link, taking a quiz, or filtering data on a graph. Unlike leaflets or sales pitches where HCPs are passive recipients of information, eDetailers encourage them to become equal participants in the discussion. 

Viseven has been providing eDetailing services for over a decade. Our team of experts assists clients with both self-detailing and remote detailing. Pharmaceutical companies can easily create engaging eDetailers using our ready-made templates or template builder, which does not require coding skills. We also offer analytics services for tracking each HCP interaction and creating personalized messaging.

Set renewal reminders 

Let’s address the elephant in the room. People do not always stick to treatment regimens because they lack education or motivation. One common reason for non-compliance is simple forgetfulness. 

The World Health Organization reports that nearly 50% of patients do not follow prescribed regimens. When patients forget to take their medications, they are more likely to have a flare-up of their condition. The latest research shows this chance increases by 30-40%. 

Pharmaceutical brands can use automated drug renewal reminders to help patients adhere to their medication schedules. By sending SMS or online messages, they can connect with their audience and improve compliance rates. With patient experience analytics tools, they can customize these messages to target different patient groups more effectively. 

Gamify patient experience 

Who says treatment cannot be fun? Gamified patient applications entertain patients while encouraging them to adopt new behaviors and become more invested in their care.  

By adding elements of competition and achievement, gamification boosts patients’ motivation to follow their treatment plans. Users learn about their conditions through these apps and discover effective management strategies and ways to integrate treatment into their daily routines. 

For example, Pfizer, a global pharmaceutical giant, has released a gamified app called Hemocraft. While its name is reminiscent of a popular video game, Minecraft, its primary goal is to help children between 8 and 16 years old manage hemophilia. Since children at this age may struggle with motivation, the app features an engaging village doctor character who encourages them to monitor their health, explains disease pathology, and reminds them to take their medications.

At Viseven, we have been developing patient apps from scratch for more than 14 years now. Our team assists healthcare brands in improving patient satisfaction by automating health data collection, delivering personalized care, and implementing telemedicine solutions. 

Elevate Patient Experience with Viseven 

Despite the growing level of autonomy, patients need guidance from the health care system rather than just a list of instructions. Our outlined strategies help pharmaceutical companies facilitate the customer journey with a rock-solid focus on patient centered care. A key takeaway is that healthcare organizations should look for innovative, technology-driven ways to boost patient adherence, address therapy barriers, and deliver comprehensive education tailored to patients’ needs. 

Viseven bridges the communication gap between pharma and patients. We are a global MarTech leader empowering life sciences brands to deliver high-quality, personalized content at scale across all channels. We are not just another tech company boasting about our skills. We firmly believe that our clients’ 95% satisfaction rate is not merely a courtesy gesture. Today, 80% of our clients are referrals, a testament to our top-notch solutions and reliability. 

Are you looking for ways to improve patient satisfaction? Contact the Viseven team, and we will do the heavy lifting for you. 

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