Guide: How to Develop Effective Patient Apps & Healthcare Portals Posted on May 17, 2024November 14, 2024 by Andrii Nikulin Discover how to drive patient-centricity, enhance HCP engagement, streamline healthcare processes and boost brand trust with patient apps and healthcare portals for HCPs. In this guide, you’ll discover: Why user-centric solutions are essential for addressing current healthcare challenges. Key benefits of patient apps and HCP portals: boosted pharma brand trust, increased user engagement, improved adherence, better communication between patients and HCPs, and data-driven decision-making. Strategies for ensuring user-friendly design, security, and regulatory compliance. Real-world success stories from Viseven’s experience in the pharma industry. Download your copy and start building apps and portals that deliver exceptional value for your company, HCPs and patients!
Pharmaceutical Digital Marketing Strategies for OTC Brands Posted on May 16, 2024November 12, 2024 by Andrii Nikulin According to the FDA, there are up to 300,000 OTC drugs marketed in the U.S. alone. Without a solid digital marketing strategy in place, how can you expect to stand out from such a massive crowd, drive sales, build brand awareness, and cultivate long-term customer loyalty? Consumers are increasingly turning to digital channels for research, purchases, and engagement with brands. Rising healthcare costs have led to a surge in self-medication, with 27% of patients across 17 international markets choosing OTC drugs over prescription drugs due to expense, as revealed by a YouGov survey. This trend presents opportunities for OTC brands to connect with consumers through tailored digital experiences. Source: YouGov To stand out in this highly saturated OTC market, you must embrace digital transformation, harness data-driven insights, and deliver personalized, omnichannel experiences that resonate with modern consumers’ needs and tastes. In this article, you will discover digital marketing strategies for your OTC brand to help you establish meaningful relationships with your target audiences. What is a Digital Marketing Strategy? In the past, businesses used to communicate with their target audience through marketing channels like television, radio, newspapers, magazines, and outdoor advertising. Digital marketing strategy refers to using online channels (such as your website, social media, organic search, paid ads, and other platforms) to improve your online presence and reach your marketing goals, like enhancing your business’ visibility and gaining new customers. Let’s explore the topic further with this digital marketing strategy example. Imagine you want to increase traffic to your website by 25% in the next 12 months. First, you would define your target audience analyzing everything from their demographics to interests. Then you should pick the digital channels you’re going to involve. For instance, paid social media advertising, Google search ads, and content marketing. Your key strategies would be: Paid social and Google ads to drive website traffic for high commercial intent searches Use social media posts and videos to nurture the audience and showcase products Create high-quality blog content optimized for SEO to build organic traffic You can test social media ad creatives and audiences, multivariate landing page optimization, monitor top organic traffic sources, and put an emphasis on what works best. To help you launch and successfully run omnichannel campaigns while having a strategic overview, you can employ content experience platforms like eWizard. Importance of Digital Marketing for OTC Brands OTC drugs are essential for public health as they provide accessible solutions for common health problems. Following the COVID-19 pandemic, the eCommerce sales of OTC drugs spiked, with people giving preference to shopping online over going to physical stores due to its convenience and competitive pricing. With the consumers’ tendency to search for information online before making purchasing decisions, OTC brands must leverage digital marketing to reach customers where they spend their time to educate them on their products. Digital marketing enables you to build closer relationships with your customers through multiple channels like your website and social media. Moreover, you can precisely target specific consumer segments, based on demographics, behavior, and interests using digital marketing tools. They allow to create personalized messaging and product suggestions, enhancing relevance and engagement. On top of that, with robust analytics OTC brands can accurately measure engagement, conversions, and ROI, as well as continuously optimize their strategy based on their performance data. As eCommerce disrupts traditional retail, OTC brands must differentiate themselves from the competition through compelling digital brand experiences, content, and consumer value-adds their competitors may lack. Besides, digital marketing can be highly cost-efficient compared to traditional channels while enabling OTC brands to reach a much larger audience through organic, paid, owned, and earned media strategies. Main Components of Digital Marketing Strategy An effective digital marketing strategy should consist of well-thought-out paid advertising, social media marketing, search engine optimization (SEO), and web analytics. Let’s discuss them one by one. Paid Advertising Numerous platforms can be utilized for paid advertising. Each of the platforms may have different ad types available, like search ads, display ads, native ads, video ads, and others. This diverse range of paid advertising formats enables brands to develop integrated strategies that span several platforms in order to meet awareness, engagement, and conversion goals. Social Media As of 2022, it was estimated that over 4.59 billion people were using social media worldwide, and spending almost 2.5 hours there daily. This is why OTC brands have to leverage social media in their marketing efforts. They can reach a wide audience there and raise awareness about their products and their benefits. Moreover, social media provides a channel for direct interaction and customer engagement. SEO Search engine visibility is paramount for success in today’s digital landscape. Google Health Vice President reports that an estimated 7% of Google’s daily searches are health-related, equivalent to 70,000 every minute. Both patients and doctors look up and research products, symptoms, treatments, and insurance questions using search engines. Web Analytics Web analytics provide quantitative insights that OTC brands need to refine their digital presence, enhance user engagement, and drive conversions. Analytics tools such as Google Analytics show how people interact with the brand’s website and content, which includes metrics like traffic sources, popular pages, conversion paths, and bounce rates. In addition, analytics can reveal where your visitors tend to abandon the website or purchase process which will let you know where optimization is needed. How to Create a Digital Marketing Strategy Creating a proper digital marketing strategy takes experience and expertise, so be ready to test your theories, and don’t get discouraged if your first campaign doesn’t get the traffic you wish. With so many other brands competing for customers’ attention, it’s crucial to consider what can set your product apart and highlight it in your marketing content. And if you want to involve experts to create your digital marketing strategy, drop a message to Viseven. Let’s go through the key steps to creating a pharma digital marketing strategy. Determine your target audience Digital marketing allows you to reach new audiences. However, not all of them are going to be interested in what you have to offer. You need to conduct market research to identify your buyer personas whose interests and preferences match your offerings. Personalization is a big trend with consumers now, so you also have to think about segmenting your target audience into smaller groups to customize your messaging for each of them. Engage and educate through content Content marketing is essential for your brand for a few reasons. First, well-optimized content can bring you organic traffic from search engines, spreading the word about your brand and products. Secondly, both providers and patients use the internet to find information about symptoms, treatments, and products. By providing them with interesting and educational content targeted to various groups, you can not only address their pain points and concerns but also establish your brand as a thought leader. In-depth blog articles, innovative email marketing campaigns, and engaging social media posts can all play a crucial role in your content strategy. Additionally, high-quality content helps build trust and credibility with your audience, positioning your brand as a reliable source of information. Moreover, content marketing can support your lead generation efforts by attracting and nurturing potential customers through the sales funnel. Finally, it allows you to showcase your expertise, differentiate your brand, and foster stronger connections with your target audience, ultimately driving better brand awareness, loyalty, and conversions. Gather and utilize data The beauty of digital marketing for OTC brands lies in the wealth of data it generates. Website analytics reveal traffic sources, user behavior, content performance, and audience insights vital for optimization. Search data displays consumer intent and common queries to guide content strategy. Social media listening unlocks brand sentiment, product perceptions, and messaging opportunities. During marketing campaigns creation, OTC marketers can leverage this data to shape targeting, develop resonant messaging, enhance user experiences, plan digital marketing tactics, and measure performance. An insights-driven approach fueled by tangible consumer data allows continual campaign refinement and improvement over time. Current Landscape of the OTC Pharma Market The OTC drugs market size is estimated at $137.39 billion in 2024, and is expected to hit $163.10 billion by 2029, growing at a CAGR of 3.49% during the forecast period. The OTC drug market is witnessing substantial growth, primarily driven by the escalating costs of prescription medications. As healthcare expenses continue to soar, consumers are increasingly turning to self-medication with OTC drugs as a more affordable alternative. According to Bloomberg, the average American spends an astounding $1,300 per person annually on prescription drugs, with the launch price of a new drug in the US reaching an average of $180,000 for a year’s supply in 2021. This massive rise in Rx drug prices is fueling the demand for self-care solutions through OTC medications. Self-medication with OTC drugs is becoming a global phenomenon, with prevalence rates ranging from 11.2% to 93.7% across different countries and target populations. This growing trend towards self-care is further propelling the growth of the OTC drug market. As the cost of prescription medications continues to rise, consumers are embracing the accessibility and cost-effectiveness of OTC drugs, enabling them to manage minor illnesses and maintain their overall well-being without breaking the bank. This shift in consumer behavior, coupled with the increasing approval of new OTC drug options, presents a significant growth opportunity for the industry. Furthermore, online sales of OTC medicines through e-pharmacies, retailer websites, and marketplaces like Amazon are booming, necessitating an omnichannel marketing approach for brands. To remain competitive in this landscape, OTC pharma brands must leverage digital marketing capabilities, focus on consumer education, eCommerce enablement, and innovative product offerings aligned with self-care trends. Best OTC Pharmaceutical Marketing Strategies Here are several ideas that can help you map out and execute a more efficient digital marketing strategy. Think Outside the Box with Mobile 56% of shoppers globally use their smartphones to shop or research items while in a store. The majority of pharma brands already provide mobile-optimized sites to boost their mobile presence. However, few utilize mobile in creative or innovative ways. This is your chance to set yourself apart from the competition. For instance, Pfizer offers a mobile app that allows patients to track their injections, log symptoms, set medication reminders, and access a wide range of resources to help them set and maintain goals throughout treatment. Engage with Health Apps & Wearable Gadgets The adoption of mobile health and fitness applications witnessed a surge in recent years, propelled by the COVID-19 pandemic. In 2019, these apps were utilized by 23% of consumers in the United States. However, specific categories like health tracking, workout apps, and meditation apps saw broader adoption, reaching approximately 36% of the U.S. consumer base. When it comes to wearable tech, in 2021 it was estimated that about 526 million wearable devices were shipped globally, with more than 80% of consumers believing that wearables are beneficial to their health. OTC brands can tap into the health tech-savvy user base by leveraging targeted advertising within popular health and fitness apps, as well as forming partnerships with leading health tech companies and influencers in the digital wellness space. Allocate Resources to Both Time-Specific & Ongoing Marketing Efforts Undeniably, OTC medications are intrinsically linked to seasonal cycles as consumer needs fluctuate throughout the year. Flu, colds, allergies, and sports-related ailments resonate with different consumer segments during their respective peak seasons. To capitalize on these cyclical demands, OTC brands can implement ongoing marketing activities and tailored time-specific activations. These initiatives not only foster brand loyalty by addressing timely health concerns but also provide a strategic avenue to highlight the seasonal benefits of their OTC offerings. Ongoing marketing efforts can include subscription-based models or loyalty rewards that incentivize repeat purchases aligning with the ebb and flow of seasonal ailments. Targeted time-specific activations can consist of a multi-channel marketing blitz, spanning digital marketing campaigns, in-store promotions, influencer collaborations, and educational content tailored to the relevant health issues of that period. Develop and Share Valuable Online Content Content is king, and it’s vital for all industries, especially for pharma where people may rely on it to improve their well-being. With consumers’ tendency to research their symptoms and possible treatment online, it’s crucial to share valuable content about your products, what they do, and how and whom they help. Consider branching out from just full-blown blog articles to videos and infographics to bring variety and originality to your content. Your content distribution plan is of the same significance. It doesn’t matter how great your content is if your audience doesn’t see it, so make sure to think through your distribution and repurposing plan. Utilize Social Media Platforms With approximately 50% of users considering health information obtained from social media as reliable, OTC pharma brands have a prime opportunity to utilize this channel effectively. OTC brands can reach out to this large, health-conscious audience by sharing educational content on health conditions and self-care tips, highlighting product information and usage guidance, engaging with customers through responsive service, collaborating with influencers for credible endorsements, gathering consumer insights through social listening, running targeted advertising campaigns, and seamlessly integrating social efforts with their broader omnichannel strategy. For instance, P&G’s Vicks and Metamucilt have vibrant presences on Twitter and Instagram. Vicks frequently shares cold/flu season remedies and collaborates with influencers, while Metamucil focuses on digestive health through recipes and expert advice on social. Summing Up At the end of the day, the digital world opens up a huge playing field for OTC pharma brands to really connect with their customers in new and innovative ways. But it’s not just about blasting promotions everywhere. It’s about using data and consumer insights to have totally relevant, engaging conversations across channels like search, social media, and eCommerce. As consumers keep evolving, craving more personalized experiences, a focus on preventive wellness, and digital self-care solutions, the brands that truly tap into the digital marketing game will be the ones calling the shots. They’ll have built genuine relationships and empowered people to take control of their health journeys. The future belongs to the brands that can adapt quickly, get creative and innovative, while always putting the consumer first in their digital approach.
Success Story: How We Created a Tailored Website for a Global Leader in Healthcare Posted on May 9, 2024November 14, 2024 by Andrii Nikulin The website is the brand’s public face. Developing one requires a complete mastery of the website development fundamentals and industry-specific expertise. In this case study, we will share our experience developing a website for a company that specializes in healthcare and pharmaceutical innovations. Client Profile The client is a global leader in healthcare innovations with over 114,000 employees worldwide, headquartered in Chicago, Illinois, USA. The company creates breakthrough products in diagnostics, medical devices, nutrition, and branded generic pharmaceuticals that improve the quality of life for millions of people. The company focuses on cardiovascular care, diabetes care, diagnostics, neuromodulation care, nutrition, and branded generic medicines. Our client already operates in more than 160 countries, and their mission is to make a long-lasting impact on the health and well-being of individuals and their families. Challenges Our Client Faced The client decided to create a new design for the South African website and make some changes to the Indian one. Specializing in apps, websites, and other projects for pharma and healthcare sectors, Viseven is prepared to assist clients with their website development needs. Prior to working with the Viseven team, the client faced the following challenges: Insufficient website performance; Budget constraints; Increased traffic; Data protection; Content management. Our main goal was to ensure that the website we developed met the client’s requirements, was delivered on schedule, maintained the highest quality standards, and helped the client achieve maximum effectiveness. Full-Cycle Website Development by Viseven The Viseven team developed the website for a new product. Our experts handled every step of the process, from the initial brainstorming sessions to the project’s completion, which included thorough reviews and additional discussions of all client’s preferences and remarks. Our responsibilities were: Website design and development. The primary objective of our team was to create a website that matched the vision of our client and was user-friendly; Quality assurance. Our experts developed the website in accordance with the Word Press best practices. Regular communication and updates. Viseven maintained regular and clear communication with the client, discussing all necessary project requirements. Our mission is to provide companies with end-to-end development services, and to succeed, we designed a workflow that allows us to build solutions tailored to each client: Preparation and Alignment. At the initial stage, we set the project’s scope and goals, discussing all client’s needs, requirements, and vision. Development. In the next phase, our primary task was the creation of the website. During this process, our team discussed all possible challenges with the client if we had any questions or issues. Right now, the project is in the development phase. Internal testing. After developing the website, our team will move to the next stage of internal testing to ensure the highest product quality before it reaches the customer. User Acceptance Testing (UAT). In the following stage, the client will test out the final version of the product to see if it meets their requirements. Deployment. In the final phase, the website will be ready for launch. In case of any post-deployment issues, our team is ready to provide the client with comprehensive support and assistance. Impact & Results The client was impressed with the quality of the website, expertise of the Viseven team, and the consultation during the demo session. Our team successfully developed a website that aligned with the client’s vision of the perfect website. The project is still in progress, and the client is ready to extend our cooperation and continue working with the Viseven team on future projects. Money & resources saved; 1.5 months project duration; The website follows all WP practices; All client’s expectations were met. Through our commitment to the project, our team was able to deliver the following business value: Enhanced user experience. The website developed by Viseven is user-friendly and easy to navigate. Users can locate all necessary information within seconds. Cost-efficiency. An improved website means less spending on additional services and activities, such as customer support and marketing campaigns. Scalability. The website will adjust to the changing business needs, accommodating its growth and dynamically allocating resources in case of increased traffic. Visit our website to find out more about our website development services and how we help businesses maximize their marketing efforts. Our experts are always prepared to consult you on digital transformation. Contact our support experts today to discuss how we can help you achieve your goals!
How Pharma Brands Can Improve Patient Experience in 2024 Posted on May 9, 2024November 11, 2024 by Andrii Nikulin 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.
DCF Formats: From Hybrid to Self-Service Posted on May 2, 2024November 12, 2024 by Andrii Nikulin In the past, pharmaceutical companies could get away with crafting three solid content pieces for their marketing campaigns. As long as those pieces were top-notch, they were good. But in today’s market, those same brands must produce dozens of content pieces, spanning various formats like triggered emails, eDetailers, or videos, to stand a chance against the competition. Diversifying content forms and distributing them across multiple channels allows pharma businesses to tap into different audiences and forge deeper connections with them. Producing enough quality content these days is a mountain to climb, requiring a fundamental change in the production supply chain. That is one of the driving factors behind the creation and rise of a digital content factory (DCF). But before the Viseven team dives into the various formats and benefits of DCFs, let’s define this term to ensure we are on the same page. What Is a DCF? A digital content factory (DCF) is a comprehensive set of solutions that carries out a full-cycle content production process. A content factory uses a centralized approach to content creation and integrates processes, technologies, and stakeholders to streamline content production at scale. A solid content factory simplifies planning and briefings, speeds up content writing and editing, expedites medical legal regulatory (MLR) approvals, facilitates content adaptation for different markets, tracks campaign performance, and simplifies omnichannel engagement. A DCF lets users store content in a centralized digital asset management system (DAM). Since all data is integrated and accessible, creating consistent, engaging content within budget and on time becomes a feasible task. Due to this single repository, pharmaceutical brands can locate and reuse their pre-approved high-performing content assets. This way, they cut content time-to-market and costs while boosting engagement and conversion rates. Viseven DCF Formats: Which One to Choose and When? At Viseven, we provide three DCF formats: white-glove, hybrid, and self-service. Let us explain these options and how they can enhance your content creation experience. White-Glove In the white-glove format, a MarTech service provider handles all content production and management processes with their dedicated experts. Viseven’s white-glove solution offers a customized approach. We grasp the nuances of scaling in the pharmaceutical industry and guarantee the delivery of high-converting content tailored to your unique business needs. Choose the white-glove model if: You want to reduce expenses. The white-glove model is a wise move if you want to save resources on content creation. Let’s face it—recruiting in-house content creators is expensive, as you need to invest boatloads in onboarding and training. Also, finding experienced pharma marketing experts might take some time, and in the meantime, you will face the ongoing expense of unfilled positions eating up your budget. Renting office space, buying necessary equipment, or covering sick leave might not be the first things that come to mind, but those costs can add up quickly with a full-time team. By contrast, a content factory model lets you quickly find industry professionals ready to work on your project. Besides, you will only pay for their productive hours without upfront costs or administrative burdens. You want customized service. When pharma companies realize hiring in-house is expensive, they often turn to content agencies for tailored solutions. The problem with this approach is that agencies have their processes and timelines. This can make it challenging for them to adapt quickly to your evolving business needs. Requesting revisions can lead to delays, potentially pushing back your campaign launch. Using the white-glove format gives you more flexibility and agility. Thanks to a customized approach, dedicated professionals will swiftly tweak your content or strategy until you are satisfied with the result. You need more people for strategic work. Consider the white-glove model if your team needs to dedicate their energy to strategic business goals rather than content creation. Pharmaceutical companies often prioritize research and development as key growth drivers. Outsourcing content marketing can be a highly efficient solution in this case. By partnering with Viseven for white-glove content production, we will handle all the heavy lifting for you, from planning to distribution across channels. Hybrid Instead of outsourcing all content creation, you can delegate specific tasks to a third party while your internal DCF handles the rest. For example, if you struggle with content modularization or building standardized global templates, you can choose the hybrid DCF to let the Viseven team address those areas. Opt for the hybrid format if: You need more experts. The hybrid model shines when you have a highly skilled team but need to fill specific gaps. For example, you lack expertise in medical writing or layout design, or you may seek advice on strategic content planning, standardization best practices, or eDetailing. Finding skillful niche experts is no easy feat, so you can ask a trusted service provider for assistance. In these cases, the hybrid model allows you to continue working with your in-house team yet bring in external expertise for challenging areas. You have few tools at your disposal. Sometimes, a pharma company that lacks access to technologies might be better off using the hybrid format. For instance, a brand may need innovative AI-powered solutions to make sense of its data. Instead of searching for a suitable tool and training the team, they may outsource data analytics to a third-party provider. Viseven has its own advanced content experience platform called eWizard. This solution helps pharma companies plan, brief, modularize, localize, approve, publish, and analyze their content at a large scale. With eWizard, marketing teams build effective DCFs, improving collaboration through transparent processes and speeding up content time-to-market by 45%. Self-Service Under the self-service model, a brand can access a content experience platform and manage content production independently. Notably, a company may request training sessions to navigate a platform easily. Select self-service if: You’ve got a team but seek efficiency. If you already have a team but want to streamline your processes, consider leveraging the self-service model. With eWizard, you can segment your content into pre-approved chunks, which you can mix and match to produce content without needing MLR approvals. Additionally, marketing teams can monitor the performance of each piece of content, allowing them to tailor campaigns more effectively and fine-tune existing ones. These are just a few examples of how content experience tools can transform digital content management. You are short-staffed. If you lack personnel, you might want to turn to self-service. With tools like eWizard, marketing teams automate their processes, thereby reducing the workforce required for content production and management. For instance, you might not need a team of skilled translators to localize your campaigns for different markets with AI-driven eWizard. Translation becomes a matter of seconds, and any changes in sentiment are even highlighted after translation. You want to enhance team cooperation. Your team members struggle to stay updated on real-time progress and often find it hard to locate the latest drafts. Guidelines and content assets are scattered across documents and spreadsheets, making generating new content excruciatingly painful. Important details such as edits, approvals, or new requirements often get lost in endless email threads. Self-service could be an excellent option if this situation sounds eerily familiar. With eWizard, your team members can communicate more effectively, tracking project progress via interactive widgets. Every stakeholder can access the history of changes and can easily find the latest drafts. Managers can provide their recommendations, while content creators can revise content and submit it for approval––all within a single platform. Pick the Optimal DCF Model for You Overall, the choice of DCF format depends on several key factors. First, you will need to assess your budget and time constraints to optimize content production successfully. Equally important is understanding how many people you have on board and whether you have enough expertise to create and manage content from A to Z. Remember the technological component. Matching competitor engagement rates and exceeding their scale requires you to leverage innovative solutions. Finally, consider your business needs, whether customization, process transparency, or efficiency. Regardless of your choice, you may need a reliable MarTech provider to leverage content automation and deliver engaging digital storytelling. Many leading pharmaceutical and biotech companies, including some of the world’s top 50 life sciences enterprises, have benefited from Viseven’s over 14 years of experience building effective DCFs. We offer expertise in various content types commonly used in the industry, from websites and landing pages to eDetailers, emails, banners, and both 2D and 3D videos. Interested in learning more about our DCF formats? Do not hesitate to drop us a line today.
Exciting Life Science Events: A Look Back at Q1 2024 Posted on April 18, 2024November 12, 2024 by Andrii Nikulin We believe in the power of networking and human connection. Yes, we live in an era where technology transforms industries, but ultimately, it is human interactions that move the needle. By attending events, we aim to engage with thought leaders to solve the barriers that life sciences companies face collaboratively. We are convinced that through united efforts, we can ensure a healthier future for patients worldwide. Without further ado, let’s reminisce about the events of the first quarter of 2024. Perhaps you will find them exciting and consider joining us next year! Digital Transformation in Life Science This event in Berlin was highly anticipated, as our CEO, Nataliya Andreychuk, was one of the speakers. During her thirty-minute presentation, she shed light on how digital solutions facilitate the customer journey. Her speech focused on the evolution of digital marketing solutions, encompassing the periods before, during, and after the global pandemic. Nataliya emphasized the crucial importance of storytelling in patients’ journeys to recovery. The goal was to show that life science content not only raises awareness among patient populations but also empowers individuals to overcome their unique challenges. Other speakers also delved into a range of interesting topics. For instance, one discussion centered on implementing organizational change, while another one was dedicated to accelerating digital transformation. Various experts shared recommendations drawn from their own experiences, providing invaluable insights for the audience. HLTH Roadshow In March, we had a chance to attend HLTH Roadshow, an event focusing on digital health. It was an evening of talented DJs, delicious morsels, and important topics that could make a significant impact on the industry. This event in Warsaw felt more like a gathering of long-time friends who shared common interests and a genuine desire to support one another. Representing our team, Nataliya Andreychuk, CEO; Badr Tabat, Account Executive; Witold Gedymin, Account Director; and Alexandra Wypych, HR and Office Manager, discussed how marketing transformation saves lives by connecting patients with pharmaceuticals and healthcare professionals. BioForum Viseven was a Gold Partner at BioForum, another life science event in Poland that brought together over 450 participants under one roof! With over 150 companies from the field and 30 scientific institutes, we can safely say that it was one of the largest life science networking events in Europe. The organizers aimed to highlight the rising significance of biotechnology for the global and European economy. The speakers raised topics related to cell and genetic therapies, lingering on effective strategies for bringing biotechnological innovations from the lab to the market. More specifically, they discussed such aspects as commercializing research, conducting clinical trials, and the main challenges associated with bioproduction, along with potential solutions. Participants not only listened to experts answering these critical questions but also gained insights from successful real-life cases. Based on her experience as CEO of the international company, Nataliya Andreychuk shared the specifics of entering the US market, which is a number-one priority for the biotech sector. Reuters Pharma USA 2024 Reuters Pharma USA is the largest North America’s pharmaceutical event, and we are proud to be a part of it. This gathering focused on ensuring that life-saving treatments timely reach people who need them. As disparities in access to healthcare persist, pharma is challenged to find the way to improve their commercial model. During the event, attendees discussed how digital solutions help to empower HCPs with essential information and adjust to ever-evolving patients’ needs. The main takeaway: companies that resist change will eventually find themselves falling behind, failing to tackle challenges and barriers within the industry. Oksana Matviienko, Regional Director, and Leonardo Sanchez, AE Lead, joined 1,200 pioneering figures in North America’s life sciences sector to brainstorm ideas and infuse new perspectives into their organization’s business approaches and mindset. We have been convinced time and again that Viseven is on the right track. By ensuring easier access to critical health information, we will improve access to healthcare as a whole! Adobe Summit Last but certainly not least, there was Adobe Summit in the dazzling city of Las Vegas, United States, where we proudly took on the role of a Bronze Sponsor. The Viseven team enjoyed engaging in insightful discussions about the future of digital marketing. Drawing from our decade-long experience in the field, we were eager to share our knowledge and competence with other attendees. During the summit, speakers agreed that we are entering the era of “AI everything”. Back in 2017, many AI users were not even aware they were using this technology, but most of today’s companies fully recognize the benefits it brings to their table. Our team, comprised of Roman Vasylenko, CTO; Daniel Atieh, Head of Presale; and Max Samuel Gemma, Account Executive, delved deep into how AI is changing life sciences by providing unprecedented personalization, improving omnichannel journey, and ensuring seamless customer experience. All corporate events that took place in the first three months of this year gave us a bird’s-eye view of what is happening in the life sciences industry, not just in pharma marketing. We had a chance to position ourselves as experts while also acquiring a wealth of knowledge from other areas, like drug development or clinical research, which will enable us to solve MarTech challenges more holistically.
Patient-Reported Outcome (PRO) in Healthcare: Quick Guide Posted on April 12, 2024November 12, 2024 by Andrii Nikulin Measuring health outcomes has always been about what healthcare professionals (HCPs) do to their patients and why. “How do you feel today?” Probably, you heard this question at least several times as a patient. After arriving at a health facility, most patients want to feel comfortable and feel their opinions count. Today, with health services becoming market-driven, the patient’s perspective about their conditions plays a crucial part in delivering better medical services, creating more effective patient engagement strategies, increasing patient satisfaction, and winning the competition. This tutorial will examine in detail why patient-reported outcomes are important for healthcare, how to collect them, and what role they play in the future of clinical care. What is a Patient-Reported Outcome? A patient-reported outcome (PRO) is an assessment of the status of a patient’s health condition that comes straight from a patient without third-party adjustments or interpretation. PROs can have different forms, such as surveys, diaries, and interviews. Why PRO is Important for Healthcare With patient-reported outcome measures, scientists can obtain the necessary data to complete clinical trials and produce better medication. As for providers, they receive an opportunity to use advanced treatment methods and build more trustful relationships with patients in the long run. More Effective Drugs Clinical trials were one of the primary reasons why PROs appeared in healthcare as a measurement instrument and became a standard in the late 20th century. Nowadays, PROs remain integral to clinical research and medical product development. One patient-centered outcomes research that covers 15 years of clinical trials leading to genitourinary cancer drug approvals from 2007 to 2022 demonstrated that 27 out of 40 trial protocols included patient-reported outcomes. Interestingly, 85% of these 27 trials focused solely on PRO data. Another study of 17,000 industry-sponsored clinical trials in oncology from 2013 to 2022 showed that 3,000 included PRO data. Despite the number of PRO-based trials standing around 16%, at least a third of phase three trials and nearly half of phase two trials included PROs. In addition to assessing the effectiveness of clinical studies, PROs can be beneficial in evaluating medical services’ effectiveness. More Detailed Patient Feedback A patient-reported outcome measurement gives providers a deeper understanding of multiple factors that affect patients during different stages of interaction and can tell more about: how they feel about their symptoms how symptoms impact their health-related quality of life what side effects a treatment or drug have on patients More detailed feedback from patients leads to more effective decisions made by HCPs. Data-Directed Decision-Making Patients are a valuable data source that can help providers generate unique insights and increase awareness of patients’ conditions, create personalized treatment plans, efficiently monitor treatment response, and beyond. Also, patients want HCPs to be open and hear them. When providers consider the patients’ perspective in their decision-making, it improves patient adherence, increases satisfaction, and personalizes patient experience. Enhanced Patient Experience The industry is more consumer-oriented than ever. Patients, especially those with a more severe diagnosis, want to get the best treatment possible and feel the utmost dedication from medical personnel providing personalized service. PROs are a perfect method for providers to discover everything they ever wanted about their patients, including their quality of life, interests, preferences, habits, health behaviors, and goals. Patients’ personal information enables providers to enhance experience and, in this way, stand out against competitors and facilitate the evolution of the industry. How to Collect Patient-Reported Outcomes Source: Unsplash. The Construction of Surveys for Patients Here are a few things to consider before constructing patient surveys: 1. Define Survey Goal Ensure they align with your overall research question or clinical objectives. 2. Develop Survey Content Use clear, simple language to create questions or items that address the defined goals. Consider including a mix of question types like multiple-choice and open-ended questions to capture a comprehensive range of patient experiences. 3. Incorporate Validated Measurement When possible, include validated and reliable patient-reported outcomes measures developed specifically for the concept or outcome of interest. 4. Optimize Survey Length Find the golden middle between the need for comprehensive data collection and the need to minimize respondent burden. Aim for a survey length that can be completed in a reasonable amount of time, typically no more than 15-20 minutes. 5. Organize and Format the Survey Arrange survey items in a logical order and use clear formatting to enhance readability and user-friendliness. Consider grouping similar items into sections and using clear instructions and response options. 6. Pilot Test the Survey Conduct a small-scale pilot study with a representative sample of the target audience to evaluate the survey’s clarity, relevance, and usability. Use feedback from pilot participants to refine and optimize the survey as needed. The Distribution of Patient Surveys When distributing surveys, a provider needs to: 1. Identify Distribution Channels Determine the preferred channels for disseminating the survey to reach your target patient population. It may include facilities, patient portals, community organizations, social media platforms, email lists, or postal mail. 2. Use Personalization Tailor dissemination strategies to the characteristics and preferences of your target audience’s each segment. Consider factors such as age, language, cultural background, health literacy, and access to health information technology when selecting dissemination channels and methods. 3. Provide Dedicated Support Offer professional assistance to patients who may need help completing the survey, especially those with limited literacy or technological skills. Provide contact information or assistance resources for patients to reach out if they have questions or encounter difficulties. 4. Monitor Response Rates Track the surveying process and adjust dissemination strategies as needed to increase participation. Send reminders, extend deadlines, or follow up with non-respondents to encourage survey completion. 5. Thank Participants Show gratitude to patients who participate in your surveys by acknowledging their contribution and explaining how you will use their feedback to inform decision-making or improve services. The Evaluation of Data from Patient Outcomes Here are three simple steps to evaluate PROs: 1. Prepare Your Data Ensure the PRO data you collected is complete, accurate, and free of errors or inconsistencies. 2. Conduct Different Types of Analysis Summarize PRO results with descriptive, responsiveness, and other analytical techniques to understand the impact of your surveys and content. 3. Interpret Results Consider the clinical and practical significance of the findings. Compare the results to existing benchmarks to provide a broader context for interpretation. Patient-Reported Data Distribution Here are five crucial steps in distributing PRO data: 1. Identify Key Stakeholders Determine the individuals or groups who will benefit from the patient-reported data, such as patients, providers, researchers, policymakers, and payers. 2. Tailor Communication Strategies Customize the presentation of findings to meet the needs and interests of different stakeholder groups. This may involve creating different reports, presentations, or publications for various audiences. 3. Choose Distribution Channels Select appropriate channels for distributing the findings, such as journals, conferences, workshops, webinars, or social media platforms. Consider the preferred communication channels of each stakeholder group. 4. Share Findings Distribute the findings through the chosen channels, highlighting key results, implications, and potential applications. Encourage dialogue and engagement with stakeholders to promote knowledge sharing and collaboration. 5. Facilitate Knowledge Transformation Develop tools, resources, and guidelines to support the practical application of PRO data in clinical practice, policymaking, or research. Patient-Reported Data Application Here are four practices to effectively apply PRO data: 1. Improve Service Delivery Apply PRO data to identify gaps in medical care, develop quality improvement initiatives, and enhance patient-centered care. 2. Improve Quality of Services Utilize PRO data to enhance policies, optimize resource allocation, and empower the development of patient-centered programs or services. 3. Advance Research Apply PRO data to inform research priorities, study design, and the development of new interventions or treatments. 4. Improve Patient Engagement Use PRO data to engage patients in shared decision-making, self-management, and the co-creation of care solutions. How to Improve Patient Engagement: Tips & Tricks Patient engagement is necessary for quality care. When your organization uses an effective patient engagement strategy, it will know what exactly patients want and provide patients with the services they need faster and at a reduced cost. Here are a few useful recommendations that will help your organization enhance patient engagement in the digital age: Design a Patient-Centered System: Today, your organization needs a single platform to engage with patients. Modern tools and features can provide a holistic view of each patient, streamline workflows between multiple care teams, and implement automation for better productivity. Provide the Necessary Knowledge: Most patients want to know what to expect during their customer journeys. They should have access to materials and resources to learn more about their conditions, understand the pros and cons of their treatment options, and feel safer. Collect Feedback from Each Patient: Patients have different perspectives, goals, revenues, and other characteristics, each affecting treatment in its own way. Collect feedback from each patient to have a range of perspectives and generate relevant insights about the level of patient engagement within your organization. Future of Patient-Reported Outcomes in Healthcare Source: Unsplash. The data-driven approach is the future of care. According to one global survey of specialists who work in a healthcare-related industry and are aware of how their organizations use health information technology for research, diagnosis, and treatment decisions: 74% claim their organization has made more effort on its approach to data integration and interoperability; 72% claim their organization has made more effort on its data strategy approach; 94% understand that data-driven care offers new opportunities that can help patients and doctors benefit from personalized approaches. In data-driven care, the role of PROs will only increase. A Standard for the Entire Industry Due to massive personalization and consumer-centricity, patient-reported outcomes will become a standard of care for most providers who will use it before and after intervention to meet patients’ expectations, improve engagement, and gain trust. Overall Digitalization With more providers focusing on exploring big data, artificial intelligence, and VR/AR technologies, PRO health care will undergo a digital renaissance. Thanks to data-centered and data-driven approaches, the level of care will increase multiple times and become more convenient, customized, and connected. Providers will pay more attention to PRO data and analyze it more intensely to fill the gaps in treatment, improve health status monitoring, and generate actionable insights. Final Thoughts By integrating PRO for better medical outcomes, providers can tailor interventions to align closely with patient preferences, needs, and experiences. Patient-reported outcomes not only enhance the quality of life and medical services by offering a comprehensive understanding of treatment effectiveness and patient well-being, but also enable the co-creation of treatment plans through collaborative decision-making between patients and providers. Patient-reported outcomes measures stand as a cornerstone in modern care. This powerful tool will keep revolutionizing the delivery of medical services and approaches to patient engagement.
Patient-Centric Marketing in the Life Science Industry: Putting Patients First Posted on April 9, 2024November 14, 2024 by Andrii Nikulin The rigid restrictions laid out in Direct-to-Consumer Advertising (DTCA) Rules or the Health Insurance Portability and Accountability Act (HIPAA) say nothing about the general ethics of treating a patient with care and compassion. Yet, being mindful of patients’ needs holds the most value long-term, combining financial expedience, legal compliance, and genuine commitment to their well-being. This article will cover the importance of putting patients at the center to foster stronger connections with the target audience, gain a competitive edge, and, more importantly, make a real difference in patients’ lives. What is Patient-Centric Marketing? Patient-centric marketing is what many health organizations and institutions are currently striving to achieve. Despite its importance, patient-centricity has only recently become a big trend in the healthcare industry. When it comes to marketing, it is still an unexplored area that many healthcare organizations are just beginning to discover. Patient-centric marketing focuses on the needs, goals, and interests of a patient. In the past, healthcare marketing was largely concentrated on promoting services and treatments rather than prioritizing the people they served. Patient-centricity turned things around, making the patient the main hero. As a result, patients now trust healthcare services and organizations more than ever before. From improved patient adherence to better healthcare decisions, the patient-centric approach has many benefits, which we will discuss next. Source: https://niteeshsrivastava.blogspot.com/2016/11/patient-centric-approach-is-that-next_6.html Role of Patient-Centric Marketing in Healthcare The rise of patient-centric marketing can be attributed to several major reasons. First, patients now have more access to information than ever, thanks to social media and the World Wide Web. Most people start their treatment journey by conducting online research. According to statistics, 80% of patients across all age groups learn about their diagnosis online. The vast amount of information makes them more aware of their health conditions and allows them to compare available treatment options and even pharma brands. As a result, life sciences organizations must search for more effective ways to cut through the noise and better help patients receive proper care. The second reason naturally follows the first one. With so many customers seeking health-related information online and generating a massive amount of personal data, it has become easier for pharmaceutical companies to craft marketing strategies that revolve around a patient’s preferences. LS businesses no longer must ask themselves, “Do we need to target HCPs or market directly to patients?” Technological advancement enables them to reconcile HCP engagement with any patient needs, drastically improving patient outcomes and overall marketing efficacy. Another reason to adopt patient-focused marketing is the increasing patient involvement in their own care. One of the recent studies shows that 93% of patients are ready to share their personal data to receive personalized health-related information. These findings give pharmaceutical companies the green light to start producing customized, compelling, and relevant content for patients. Source: https://www.linkedin.com/pulse/why-patient-experience-still-disjointed-disconnected-/ How to Deliver Patient-Centric Marketing: Tips & Strategies As a rule of thumb, pharma brands should follow three key steps to promote patient centricity: get to know their audience inside out, provide real value to them, and connect through the channels where their customers need them to be. Understand Your Patient LS businesses need to understand their patients as humans, acknowledging their fears, struggles, motivations, sentiments, and cognitive biases. One way to do that is patient journey mapping. But there is a catch: they must be written from the patient’s point of view. While most journeys typically start with the patient’s first interaction with the pharmaceutical company, a far more efficient approach is to begin when the patient notices something wrong, responds to the new reality, and seeks relief by turning to resources. Ignoring these important steps will lead to a shallow perception of the patient and a lack of understanding of their problem. It is equally important to understand patients’ actions while waiting for results or after receiving a diagnosis, such as exploring alternative treatment options or seeking information online. Such patients would appreciate useful information about available therapies or any different perspectives. In the post-diagnosis stage, pharma companies should identify the barriers that cause patients to drop off treatment. Sentiment analysis, behavioral targeting, patient surveys, segmentation, and other methods can contribute to finding the cause for dropping off. Once they are aware of specific reasons, they can develop effective marketing strategies to improve patient compliance. One example is when a pharma company uses artificial intelligence (AI) to understand the causes of parents’ reluctance to vaccinate their children. Some parents may exhibit optimism bias, believing there is no chance their child will contract the disease, while others are heavily influenced by how their close environment behaves. Understanding fears and needs enables pharmaceutical companies to effectively engage with them, sending the right message backed up with an abundance of compelling evidence. Utilize Patient Data to Provide Value Even if pharma brands in most countries cannot sell directly to patients, they can become trusted experts by providing valuable health-related information. The call to action may remain to consult an HCP, but still, there is a lot they can do to generate interest in their pharmaceutical products and improve patient education. With the help of the right technology and data, LS businesses can produce relevant and useful content to help patients in their journey to recovery. However, when focusing solely on their treatment, companies risk appearing overly “promotional,” which can repel potential customers. It is important to provide information about the entire spectrum of what patients are up against with their conditions. For example, people recently diagnosed with HIV (Human Immunodeficiency Virus) may appreciate content related to social stigma and strategies to overcome it. Patients with Multiple Sclerosis are likely to benefit from helpful resources on managing side effects from their medicine. Such content would make their therapy more tolerable, significantly increasing patient compliance rates. The key lies in ensuring the right messaging goes to the right patient. Having survived cancer, I realized the crucial importance of having timely access to reliable information. Right at the time when doctors shared the news about my diagnosis, my team and I were developing a mobile oncology assistant that could provide clinicians with real-world evidence and valuable data up to date. My awareness of the disease, its symptoms, consequences, and treatment options helped me quickly respond with the most effective strategy tailored to the specific needs of my body. This proactive approach significantly increased the chances of optimal patient outcomes, reduced possible side effects, and sped up the recovery process. Nataliya Andreychuk, co-founder and CEO of Viseven One more thing to remember is that the target audience is patients, not HCPs. As such, it is critical to communicate at an appropriate health literacy level. Using medical jargon, complex multisyllabic words, and lengthy sentences can deter pharma companies from achieving their main goal, which is to educate most of the population. Interact with Patients in Their Preferred Channels To put patients’ needs first, engaging with them through the channels where they spend their time while also staying relevant is crucial. For instance, if patients spend most of their time on social media, companies should join online discussions rather than interrupt and try to dominate them. Focusing exclusively on one’s brand is like snatching the microphone from the current speaker only to talk about oneself. LS brands must remember that social media is about building social connections rather than bombarding users with in-your-face advertisements. Pharmaceutical companies must offer information that helps patients accept and manage their conditions. Even if the topics aren’t closely related to the brand, providing value to patients without expecting anything in exchange is important. By choosing the right channels and providing relevant content, companies can build a patient community from which they can learn. How do patients’ needs vary across different segments? What do they react to? Engaging patients through digital channels not only makes them more educated care partners but also sheds some light on their dreams, hopes, complaints, expectations, biases, and fears. And if you would like to provide your patients with a seamless experience, integrate omnichannel marketing into your approach. Omnichannel marketing allows your audience to interact with the brand whenever they would like, while always receiving consistent messaging and support. Examples of Patient-Centered Marketing Patient-centered marketing can take various forms, and businesses that want to find the best approach for their patients should try out at least a few methods to discover what resonates. Let’s take a look at some examples of patient-centric pharma marketing: Personalized treatment plans Unique treatment plans that are adjusted to the patient’s circumstances are not only more effective but also show that the patient is cared for and that their needs are considered. Follow-up messages A healthcare journey does not stop at one visit; however, many patients end up continuing it on their own due to fear, anxiety, and other reasons. Some might even feel like the facility they were treated at doesn’t care about them, while others believe they can handle their conditions on their own. When an organization messages after appointments, asks follow-up questions, and gives recommendations, patients see and appreciate the commitment and receive the necessary support. Mobile apps There is a lot of space for customization and personalization in the world of mHealth apps. Scheduling appointments, checking for doctors’ recommendations, chatting with physicians, and many other features can become the ground for your future app. Such software can save a lot of time for both patients and health professionals while making healthcare more accessible. Social media The power of social media cannot be underestimated. Use it to post educational content, educate patients, and spread awareness about your facility. Case studies, questionnaires, guides, F&Qs, and other formats can help you increase website traffic and increase patient engagement. Modular content The modular approach is a relatively new strategy that focuses on breaking down content into smaller, more manageable pieces instead of always creating something from scratch. This way, you can create tailored content across different platforms much faster, quickly responding to the needs and interests of patient communities and spending less time on content delivery. Patient support programs Patient support programs, or patient advocacy programs, is an umbrella terms that encompasses various services offered by pharmaceutical companies to improve access to prescription medicine and provide patients with comprehensive support in navigating various challenges related to their treatment. Patient support programs can be implemented across a myriad of challenges such as mobile apps or telemedicine platforms, making it a versatile and flexible method to increase patient satisfaction and achieve better health outcomes. There are many other patient-centric practices, such as patient advisory boards or online events, that lead to improved patient retention and better clinical outcomes. Research what works for your organization best, and follow the chosen methods to create a personalized and empowering patient experience. Summing Up Patient-centered care is always about understanding your patients and doing your best as a healthcare organization to provide them with the assistance they expect. Conduct surveys to gather important patient insights, develop patient-centric healthcare processes that are both patient-friendly and physician-friendly, work with healthcare marketers to find the best patient-centered approaches, and, most importantly, make sure you put your focus on humanity, empathy, and inclusivity to create an environment where people who come to you feel safe. Viseven is a future-inspired global MarTech Services Provider for Pharma and Life Sciences industries with over a decade of experience. Viseven’s digital transformation center offers innovative solutions for companies of different sizes and digital maturity levels by merging marketing and digital technology expertise with innovation and strategic capabilities. The company’s solutions, products, and services are actively used by the TOP 100 Pharma and Life Sciences companies in more than 50 countries around the globe. Follow Viseven on social media: LinkedIn, Twitter, YouTube, Facebook.
How Digital Solutions Improve the Patient Journey Posted on April 4, 2024November 12, 2024 by Andrii Nikulin What if we told you that you have the single most effective tool to help patients stay and get healthy? What if we told you that all pharmaceutical companies can use this tool at any stage of patients’ journeys? In fact, you can enhance the effectiveness of this tool whenever necessary. So, what is this powerful tool that you can use? It is your patients’ voice. Putting patients’ needs at the center of their healthcare journey translates into better clinical outcomes, higher patient satisfaction rates, and customer loyalty. Customers’ voice helps life sciences brands understand what to research, how to develop, how to market products, and, eventually, how to build rapport with the audience. The use of technology allows them to amplify this voice, thereby facilitating the patient journeys. Let’s dive into some stats. Approximately 46% of adults in the US take prescription drugs. A quarter of individuals aged 18 to 39 regularly consume two prescription drugs, which means that the dependence on multiple medications is not exclusive to the older population. Meanwhile, patient visits last around 18 minutes only. That’s not a lot for most patients to receive all the information they need. These statistics explain why patients are increasingly taking more control over their own health. It becomes blatantly clear why 80% of patients read about their diagnoses online and 76% expect pharmaceutical companies to provide information that complements the products they sell. Viseven is a future-inspired global MarTech services provider delivering pharma companies digital innovations to craft valuable content, devise robust marketing strategies, and elevate brand awareness. This is the description you will find both on our website landing pages and at the bottom of our external articles. But that is only the part of the story. While we do help pharma achieve their business goals, our primary focus has always been on patients. And, today, the Viseven team wants to bring a crucial topic to the discussion: how innovations enhance the patient journeys. What is Digital Innovation? Digital innovation reers to the implementation of modern digital tools to improve business operations and processes. Companies introduce digital innovation to enhance patient experiences and shorten their healthcare journey to the brand. One of the major goals of digital transformation and innovation is to create a competitive advantage over market players and build a large base of devoted consumers. Why are Digital Solutions Important for the Patient Journey? Customer-centric companies make a science out of understanding patient needs. Using digital solutions while concentrating on healthcare experience helps to meet patient’s expectations and increase brand attractiveness. For instance, automating healthcare services can elevate efficiency and increase speed, making a company more appealing and reliable in the eyes of consumers. Technologies allow companies to offer value in a patient-focused manner without making difficult trade-offs. As an example, pharmaceutical companies can personalize content for different patient groups without making large investments into content production. Artificial intelligence (AI) and the modular approach make this possible. Brands assess performance of separate modules and craft effective marketing strategies based on evidence, rather than taking a shot in the darkness. Later, they can reuse highly performing assets to target specific audiences. Achieving Customer-Centricity in Your Digital Transformation To ensure a customer-centric digital transformation, it is essential to leverage data to know your customers, ensure security of their private information, and focus on compliance solutions for patients’ safety. Use Data to Know Your Customers People differ in their approach to care. Some prefer studying all potential side effects, while others refuse to get involved and find it hard to comply with prescribed therapy. It is not enough to simply provide information. It is essential to generate interest and provoke engagement. To connect with your customers, successful brands get to know their fears, emotions, cognitive biases, motivations, and personal struggles. An effective means to know your customer is a patient journey mapping. But there is a nuance: they must be written from the patient’s perspective. What do patients need once they notice something wrong with their health? How do they react to reality after receiving the diagnosis? At what point do they turn to available information for help? By understanding their customers, life sciences brands can seamlessly move them from one touchpoint to another. Patient journey mapping Pharma companies should leverage data analytics to identify specific barriers that can cause patients to abandon therapy or refuse care at all. As an example, a life science brand can rely on AI to understand why patients diagnosed with HIV/AIDS drop off treatment. Some individuals may fear possible side effects of the antiretroviral therapy or be affected by stigma surrounding the disease. Acknowledging these misconceptions enables businesses to send the right message based on an abundance of convincing evidence. Still, no matter how well your content is crafted, it is of little use, unless you engage patients where they are. Sending the right content through the wrong channel or at the wrong time significantly reduces the chances that the patient stumbles upon it. Viseven not only creates engaging, personalized content at a scale but also uses data to reach those who need it. Our omnichannel patient journey strategy helps pharma companies deliver messages in a compelling way, with the desired frequency and through the preferred channels. In doing so, we assist in bringing genuine value to patients, building connections with them, and raising awareness about pharmaceutical brands. Our clients experience up to 250% increase in engagement rate and 20% higher click-through-rate. We also firmly believe that data is often ineffective without visualization. Our team transforms overwhelming amounts of statistics into user-friendly graphs and diagrams, letting pharma companies make sense of their crucial metrics, such as impressions, clicks, shares, reach, comments, and leads. Our analytics not only capture patient engagement results but also highlight trends and patterns that might otherwise get lost in the sea of data. Ensure Clinical Data Security to Build Trust In the past, a healthcare provider (HCP) used to keep patients’ sensitive information in manila envelopes stored in filing cabinets to ensure data security. Nowadays, as health data migrated to the cloud, we must constantly come up with more sophisticated security strategies that outsmart hackers’ intentions. Health information contains more private and personal information than any other kind of customer data, making healthcare organizations more vulnerable to cyber-attacks. According to the latest evidence, more than 540 healthcare organizations reported data breaches in 2023, which affected upwards of 112M patients. This translates into money and time needed for recovery, let alone the damage to the organization’s reputation. According to the Healthcare Breach Report, a healthcare organization needs 236 days on average to recover from a data breach. Each incident costs approximately $500 per compromised patient record. Encryption protocols, file backups, regular security audits, and multi-factor authentications are some commonly used solutions to protect patients’ data from prying eyes. Pharma companies adopt robust anti-virus and anti-malware applications and, what’s equally important, keep them updated all the time. It is not uncommon to use system monitoring applications that track and record all activities and data usage. This boosts transparency, as you can have a bird-eye view on who is updating, deleting, accessing, and moving patient files. When these solutions spot any suspicious activities, they instantly notify the organization’s IT staff. While all these measures are effective, why are cyber-attacks prevalent today? One often-overlooked reason is healthcare professionals’ large workloads. HCPs frequently express feelings of being overwhelmed and exhausted. In an effort not to disrupt the workflow, they may be tempted to neglect proper protective measures. The health system must adopt a holistic and comprehensive approach to address HCPs’ heavy workloads and mental health concerns. Leveraging technologies, standardizing processes, and offering wellness programs are some of the ways that help them combat chronic fatigue and burnout. Balance Innovation and Compliance Pharmaceutical companies must navigate a tricky path – innovating rapidly to drive the health system forward, while toeing the line of local and international regulations for patient safety. The rapid development of COVID-19 vaccines is the case in point, where groundbreaking speed did not compromise compliance. Trials adhered to all standards, and patient data was constantly shared with regulatory agencies. Now comes the million-dollar question: How is it possible to balance innovation and compliance? And once again the quick answer is technology. Modern technologies play a pivotal role in areas like drug development and pharma marketing. And they are equally helpful when it comes to adhering to stringent regulatory requirements. AI, blockchain, and data analytics optimize processes, ensure traceability, reduce human error, and increase transparency in the pharma supply chain. But let’s look at the examples. The development of precision medicine has become one of the macrotrends in the industry due to advances in proteomics, genomics, and data analytics. In fact, the precision medicine market is expected to be worth $126.14 billion by the end of 2025. Another study shows that the number of personalized drugs in the United States alone has doubled from 2016 to 2020. Personalizing therapies based on genetic makeup and unique environment holds the potential for more effective ongoing care, with fewer side effects. New laws are continuously introduced to control personalized treatments and genetic testing. As a result, pharma brands must regularly update their organizational processes to remain compliant. But this is easier said than done. Personalized therapeutics is much more sophisticated than the “one-dose-fits-all” approach. Pharma heavily relies on regulatory technology, also known as RegTech, to keep up with the overwhelming number of new amendments and always-changing standards. When a new law comes in, a notification pops up, telling them to reconsider their compliance processes and helping them report to regulatory bodies on time. The adoption of AI to accelerate the Medical Legal Regulatory (MLR) process is an important innovation in digital pharma marketing. The rise of ChatGPT has shown how content can be created in a matter of seconds. But while in many industries it only takes a couple of minutes to generate and send an email to a customer, the pharma industry is a different ballgame. Due to strict regulations, each claim must be supported with the relevant reference and then approved by the MLR team. The MLR process On average, it takes about four to five weeks for a pharma company to send just one email. But in less-than-ideal situations where content must do a little back-and-forth dance between content creators and MLR crew, businesses are not just losing time and money but also gambling their competitive edge. Companies risk not sending timely follow-ups, potentially losing HCPs as customers, or missing the chance to update them on the latest groundbreaking therapies, facing a decline in engagement rates. The good news is that the same AI can be used to speed up content creation while ensuring compliance. Let’s take our eWizard, content experience platform for pharma, as an example. We are developing a feature that allows users to see the likelihood of content approval before undergoing the formal MLR process, thereby speeding up time-to-market. If there are content mismatches, sensitive images, or missed references, you receive an alert and, importantly, suggestions on how to improve your piece. Once the content gets the green light, you can recycle and tweak it for future campaigns without the need to go through rigorous MLR procedures once again. Thanks to AI technology, you can automatically tag all your texts and images to easily compose a new personalized campaign using the already-approved modules. With eWizard, one of our clients, Biogen, a major player in the global biotech sector, has streamlined their content production, cutting the time-to-market from three weeks to just one. Final Words Effective patient’s journey presupposes caring for patients in every aspect of business. This includes creating drugs with their needs in mind, prioritizing data safety and patient experience, generating compelling, compliant content, and always considering them, even in HCP marketing. Pharmaceutical brands that treat patients respectfully and address their unique challenges throughout the entire patient journey tend to build trustful, mutually beneficial relationships with their target audience. Digital innovation in healthcare offers a means to build this trust, be it through granting access to reliable information, providing ways to engage patients, or ensuring data security. What’s equally important, digital innovations enable pharmaceutical and life sciences companies to put customers first without compromising their business interests, like costs or operational efficiency. This intricate balance lets brands satisfy their customers’ needs while propelling towards organizational health and a competitive edge. Viseven has been delivering compliant, cutting-edge solutions for over a decade now. Our pharmaceutical MarTech company boasts a 93% client satisfaction rate. In fact, 80% of our clients have come to us through referrals. Need a robust, patient-centric digital solution? Drop us a line, and we will reach out to you as soon as possible.
Viseven Overview 360 Posted on April 4, 2024November 8, 2024 by Andrii Nikulin Viseven Team of experts has the core mission – to transform pharma content management ecosystem and empower customer engagement by developing powerful services and solutions to reach multichannel excellence. Our expertise is based on listening and meeting pharmaceutical companies’ expectations along with a consistent look and feel across brands, regions and channels. eWizard content authoring solution in hand gives a head start to your end-to-end content delivery process and highly personalized launces of email campaigns. From now on, you can seamlessly translate your multichannel strategy into operative, solid tactics, ensuring that your content responds to what your customers actually want to see. Download your copy of our PDF to take a more in-depth research behind the idea of 360-degree customer view.
