How to Become a Medical Writer: A Comprehensive Guide Posted on August 7, 2024February 4, 2025 by Andrii Nikulin If you read this article, you probably dream of getting your foot in the door with medical writing. Or maybe you are an employer eager to add a medical writer to the crew. Regardless of your goal, you must understand that the ready-aim-fire approach will not work in this occupation. You should know what medical writers do, what value they bring, how much they make, who hires them, and how to become one. In this in-depth guide, the Viseven team will help you learn more about the medical writing job and feel more confident while testing the waters in a new field. But before we begin, let’s define medical writing. What Is Medical Writing? Medical writing refers to creating healthcare-related textual content that aims to improve doctor-patient communication and provide insights on industry topics. Medical writing presupposes compliance with regulatory guidelines and industry requirements regarding structure, content, style, and format. Some types of medical writing include: Grant proposals Abstract for medical journals Advisory board summaries Ads for medical devices and drugs Clinical study reports Healthcare education materials Marketing materials Newspaper articles Healthcare books Necessary Skills and Expertise Medical writers create technical, educational, promotional, and informative healthcare-related content. Since healthcare is heavily regulated, a medical writer must be familiar with industry standards, regulations, and medical concepts. While having a healthcare degree is preferable, it is not mandatory. It is also worth noting that more than a basic understanding of healthcare is needed to excel in this profession. Medical writers must be outstanding communicators, capable of breaking down complex ideas for the public and healthcare professionals in a digestible way. They must create a compelling story to which the audience can relate, especially when crafting ads and marketing materials. Equally important for a medical writer are analytical and research skills. These experts must be able to analyze and synthesize large volumes of evidence-based information to create a coherent, compliant content piece. Since each piece will undergo the approval procedure (for example, the Medical Legal Regulatory (MLR) process), they should be able to work with facts and interpret research findings and statistics without falling prey to biased thinking. Source: Technical Writer HQ Benefits of Having a Medical Writer in Your Team Whether you are an employer or a would-be medical writer, you need to know what these experts bring to the table. Here are some of the key perks: Compliance made easy Medical writers are experienced in writing healthcare content, so they know how to ensure compliance with the industry requirements. For example, in pharma marketing, each content module or assembly must undergo a rigorous MLR process. For the businesses that do not employ a modular approach to content creation, it may take up to 2 months to approve a single content asset. If competent writers are assigned to create the content, the MLR teams will be more likely to approve it on the first attempt. This means savings in costs, time, and improving the quality of writing. High-quality content Medical writers understand the healthcare industry, their audience, and the job to be done better than other writers or marketers. They know how to connect with different types of readers, such as providers, regulatory authorities, patients, and caregivers. They also have the skills to write easy-to-read, engaging, and ethical healthcare materials. All their claims are well-researched and supported by data. Standardization One aspect often overlooked is content consistency. Medical writers ensure standardization across materials. This allows pharmaceutical companies to maintain their brand voice and facilitates information sharing. Since content quality and messaging remain consistent, reviewing and comparing different materials is more effortless. Who Hires These Specialists? Many aspiring medical writers falsely believe they should market their services only to pharmaceutical and medical device companies. This biased assumption greatly impacts their career progress. While pharmaceutical companies need medical writing services, they do not usually hire these specialists directly. Pharma companies often turn to medical education companies and medical communication agencies for medical writing. These vendors offer complete services, from project briefing to website development, making them time-efficient and convenient for life sciences businesses. It is not uncommon for MarTech companies operating in pharma to hire medical writers. For example, Viseven’s Digital Content Factory (DCF) provides interactive content development for life sciences brands, including those in the Top 50. Our team has been delivering medical writing and marketing services for over 15 years. Connect with these companies on LinkedIn or find their websites to check medical writing job openings. Depending on your goals and preferences, you may apply for in-house positions or seek freelance opportunities. How Much Do Medical Writers Earn? Medical writers’ salaries heavily depend on their skills, experience, and location. Salaries can vary significantly in the United States, even from state to state. According to Glassdoor, a medical writer makes an average of $86,556 per year. Meanwhile, Salary.com gives a somewhat lower figure of $70,784. This website allows you to determine the salary based on years of experience, location, reporting structure, and performance level. How to Become a Medical Writer Here are some time-tested pieces of advice to become a medical writer: Find a good mentor Finding a mentor is one of the most effective strategies for beginning your career path. However, you must be ready to soak up new knowledge and not be afraid to ask questions. You may encounter two types of writers when searching for a mentor. The first group consists of writers with a medical degree and extensive experience in healthcare, but their writing skills may be average. Life sciences brands often employ these writers if they have medical editors on their teams. Another type of mentor is a medical writer with adequate medical knowledge and exceptional writing skills. Their work typically requires minimal editing and is approved from the first draft, saving companies time and money. The choice of mentor depends on your preferences and available resources. Yet, it is preferable to find a mentor who can teach you both medical science and the art of writing, thereby making you a more competitive expert in the market. Build a diverse portfolio Your work speaks for itself, and a well-crafted portfolio is a must when you start your path as a medical writer. You might say, “But wait, how can I build my portfolio if I do not have anything published?”. One mistake that novices make is to wait for publications in authoritative medical journals to begin composing your portfolio. Your prospective employers would like to see examples of your work to check whether you are a good fit for them. They also tend to prefer writers who can produce content for diverse audiences. Therefore, it is always a good idea to include, for example, patient handouts along with healthcare magazine articles. This would prevent you from pigeonholing yourself to one niche only and make you appear more valuable in the employers’ eyes. Network, network, and network Whether you plan to become a freelancer or an in-house employee, it is crucial to connect with the community to break into the field. Building a network of contacts, both locally and internationally, is increasingly important. One option to consider is joining the American Medical Writers Association (AMWA), an international association of specialists in biomedical communications. This will give you access to industry expert-led courses, scientific workshops, and mentoring opportunities. Most importantly, you can form valuable professional relationships, learning from other writers’ mistakes and success stories. Also, let’s not forget about virtual communication. Adding contacts on LinkedIn will help expand your network. You might also want to add employees and corporate pages of companies you want to work for. Become more tech-savvy Technical literacy will help you produce content quickly and with minimal to no revision requests from your employer or client. As a medical writer, you must be proficient in software such as Microsoft Office Word, Excel, PowerPoint, and Adobe Acrobat. The latter program is essential when creating marketing materials. To get content approved by MLR, you need to reference all your claims by mentioning the exact author, page, and paragraph number and highlight the sentences you are referring to. As most documents come in a PDF format, Adobe Acrobat is helpful for this task. Learning new tech skills also helps professionals stay abreast of industry trends. For example, medical writers at Viseven can leverage our advanced content experience platform, eWizard, to plan, brief, modularize, analyze, and distribute content. The knowledge of the AI-driven solution helps them speed up their content creation process, accelerate MLR approval, and tailor messages to their audiences. Spend money to earn money Medical writing is a highly dynamic field, so it is crucial to stay updated on the latest innovations, guidelines, and healthcare regulations. As stated by Cynthia Kryder in the book ‘The Accidental Medical Writer,’ you have to spend money to make money. There is no specific degree in medical writing, but you can always find plenty of self-education opportunities. Many organizations provide training sessions for newly hired medical writers. In these courses, new employees learn about various types of regulatory documents, in-house templates, style guides, the drug development process, and more. These organizations may pair new employees with senior medical writers who act as mentors. Alternatively, consider enrolling in short courses offered by professional entities. These sessions typically last up to three days and focus on specific topics (drug safety, medical writing for newspapers, ethical standards, and more). Upon completion, you will receive heaps of condensed, valuable information shared by experienced industry professionals. It is also vital to read high-quality content produced by other medical writers. You do not have to consume every content piece under the sun, but you should familiarize yourself with different writing styles to find your own voice. Identify the types of content you would like to create and read as much as possible. For example, if you want to write for healthcare journals and newspapers, explore the most prominent ones on the market. Gain medical science knowledge More than basic healthcare knowledge is required when starting a career in medical writing. It is vital to have professional literature at your fingertips. Essential resources include a nursing procedure book, physician desk reference, and medical dictionary. The Control of Communicable Diseases Manual can help you understand disease biology. There is also a wealth of evidence-based information available on the Internet. One of the most reputable databases is PubMed, which contains millions of healthcare manuscripts dating back to the 1950s. Meanwhile, do not use online encyclopedias and blogs, which people without a healthcare degree write and edit. You should be able to differentiate fact-based materials and personal opinions to provide high-quality medical content. Final Words Medical writing brings together the art of writing and the science of medicine. Life sciences brands rely on medical writers to engage, educate, and establish long-term relationships with their audience. Viseven is a future-inspired MarTech company that collaborates with medical writers specializing in various therapeutic areas, from endocrinology to rare diseases. Our experts work with marketing specialists and medical advisors to produce high-quality, compliant, and impactful content. Our team includes medical doctors who grasp the legal aspects of promoting different types of drugs and ensure that your content complies with regulations and cultural nuances. If you are interested in our medical writing and content creation services do not hesitate to drop us a line.
Medical Writing in Enhancing Healthcare Communication Posted on July 10, 2024February 4, 2025 by Andrii Nikulin Ever wondered how complex medical jargon gets translated into something we can all understand? The answer is medical writing. It’s like a bridge connecting the intricate world of medical science to everyday healthcare communication. As a specialized field, medical writing encompasses the creation of various documents, from regulatory submission documents to medical journal articles, that convey critical medical knowledge to diverse audiences. In an era where accurate and timely information can critically impact patient outcomes, effective communication in healthcare becomes paramount. Medical writers, thus, serve as key intermediaries between researchers, pharmaceutical companies, and the broader medical community. Today, let’s explore the multifaceted role of medical writing in healthcare communication, delve into how competent medical writers contribute to spreading medical science awareness, and facilitate the approval process for new treatments. Importance of Clear and Accurate Medical Writing Let’s talk about why clear and accurate medical writing is a big deal. Imagine a game of telephone, but instead of funny phrases, we’re passing along critical medical information. Scary thought, right? That’s why medical writers, whether they’re crafting promotional materials for pharmaceutical companies or penning articles for medical journals, need to be spot-on with their words. A single misplaced comma or ambiguous phrase could lead to misunderstandings that put patient safety at risk. It’s not just about using fancy medical terminology, it’s about translating complex medical concepts into language that healthcare professionals and patients alike can grasp. This crucial role explains why the market is projected to grow at a CAGR of 10% from 2024 to 2032, potentially reaching $2.57 billion by 2032. Clear writing can make the difference between a patient following their treatment plan or getting confused and failing. For medical device companies and research organizations, precise technical writing in clinical study reports or efficacy summaries can speed up the approval process for life-saving innovations. So next time you breeze through a well-written healthcare website or easily understand a scientific publication, thank a competent medical writer. They’re the unsung heroes making sure medical knowledge flows smoothly from research data to real-world application, keeping the wheels of health communication turning smoothly. Key Roles of Medical Writing in Healthcare Communication Medical writers are the oil that keeps the engine of healthcare communication running smoothly. Whether it is a patient reading a pamphlet, a researcher poring over a journal article, or a doctor consulting treatment guidelines, all of them are benefiting from the expertise of medical writers. Medical writers make sure that vital medical knowledge doesn’t get lost in translation, playing a crucial role in advancing medical science and improving healthcare for all of us. Enhancing patient education Medical writing plays a vital role in enhancing patient education by bridging the gap between complex medical knowledge and the general public. Skilled medical writers transform technical medical terminology and clinical research data into accessible, easy-to-understand information for patients. These writers create a wide range of educational and promotional materials, like brochures, healthcare websites, and informational leaflets. They work closely with medical practitioners, pharmaceutical companies, and medical device firms to ensure accuracy and relevance. By simplifying medical concepts and describing research results in layman’s terms, medical writers help patients better understand their conditions, treatment options, and preventive measures. For instance, a competent medical writer might develop a patient-friendly guide explaining a new medication’s benefits and potential side effects. They may also create comprehensive healthcare websites that break down complex medical procedures or clinical trial protocols into digestible information for patients. By enhancing patient education through clear, concise, and informative materials, medical writers contribute significantly to improved health communication and patient outcomes. Their work empowers patients with the knowledge they need to make informed decisions about their health, ultimately supporting better overall healthcare delivery. Supporting clinical research As the number of clinical trials has grown significantly over the past two decades, with over half a million studies conducted every year worldwide, the demand for competent medical writers has increased. Medical writing is a cornerstone of clinical research, playing a vital role throughout the entire process. From drafting study protocols and informed consent documents at the outset, to preparing clinical study reports and regulatory submissions upon completion, medical writers are integral to every stage. They assist in documenting ongoing trials, analyzing and presenting research data, and crafting manuscripts for publication in medical journals. Their expertise is crucial in translating complex scientific information into clear, accurate documents for diverse audiences, including regulatory bodies, healthcare professionals, and patients. Medical writers contribute to post-market activities such as pharmacovigilance reporting and developing educational materials. Their work spans pharmaceutical companies, research organizations, and medical device firms, requiring a deep understanding of medical terminology, research methodologies, and regulatory requirements. Increasingly, medical writers are also becoming adept at omnichannel communication, ensuring that their content is effectively distributed across various platforms and mediums to reach target audiences more efficiently. By bridging the gap between scientific data and comprehensible communication, medical writers play an indispensable role in advancing clinical research, facilitating drug approvals, and ultimately improving patient care. Their contributions ensure that the growing number of clinical trials worldwide are properly documented, analyzed, and disseminated, driving forward the progress of medical science. Facilitating regulatory compliance Medical writers help with facilitating regulatory compliance throughout the clinical research process. They prepare essential documents like trial protocols and clinical study reports, ensuring accuracy and consistency across all materials while adhering to current regulatory guidelines. These professionals excel at interpreting complex regulations and translating scientific data into clear, concise language for regulatory review. They implement rigorous quality control measures and work collaboratively with research teams to accurately represent study findings. As regulations evolve, medical writers must adapt quickly, updating documents and processes to maintain compliance. Their expertise in standardization, ethics, and transparency helps streamline the submission process and supports ethical research conduct. By fulfilling these crucial functions, medical writers enable pharmaceutical companies and research organizations to navigate the intricate regulatory landscape effectively, ultimately contributing to the successful development and approval of new treatments. Improving healthcare professional communication Medical writers develop useful tools like clinical guidelines, treatment protocols, and drug information summaries. These help doctors, nurses, and other healthcare workers make informed decisions quickly. By creating consistent, well-written materials, they help ensure that all healthcare professionals follow the same best practices. Furthermore, medical writers continuously produce educational materials for medical journals, helping healthcare workers stay current with the latest developments in their field. Most crucially, they summarize and present research findings in a way that helps healthcare professionals apply the latest evidence to their work. Challenges in Medical Writing Medical writing is a challenging and complex field that requires a unique blend of scientific knowledge, communication skills, and regulatory understanding. Medical writers face numerous obstacles in their profession, including: Rapid evolution of medical research: Staying in touch with the latest medical science and clinical research developments is crucial. Medical writers must continuously update their knowledge to ensure their content reflects the most recent advancements. Regulatory compliance: The life sciences industry requires strict adherence to regulatory guidelines. Medical writers must create regulatory submission documents, clinical study reports, and other materials that comply with technical guidelines set by international committees. Diverse audience expectations: Medical writers must tailor their content for different target audiences, from medical journal editors to patients accessing healthcare websites. Technological adaptation: Medical writers need to keep up with evolving tools and platforms used in medical communications and technical writing. How can medical writers overcome these challenges? At Viseven, our medical writers stay at the cutting edge of medical knowledge by actively participating in conferences and workshops. The writers benefit from mentorship within the company, leveraging the expertise of team members with MD degrees in various specialties and pharmaceutical industry experience. This internal knowledge-sharing, combined with our extensive network of healthcare professionals, provides Viseven’s medical writers with valuable insights and opportunities. Furthermore, our team is proficient in using various omnichannel tools, enabling us to create and distribute content effectively across multiple platforms. This commitment to ongoing education, skill development, and technological advancement ensures that our writers consistently produce high-quality, scientifically accurate, and compliant content across all therapeutic areas, from cardiology to rare diseases, while maximizing reach and engagement through diverse communication channels. Best Practices for Effective Medical Writing Effective medical writing stands on a couple of essential fundamentals that add to its clarity and impact. To create materials that are credible, accurate, and succinct, it’s crucial to master these fundamentals. EMWA even provides a checklist to help medical writers review and improve their work. Maintain clarity and clear structure Clarity is the cornerstone of effective medical writing, a principle emphasized by organizations like the American Medical Writers Association and the International Committee of Medical Journal Editors. Competent medical writers employ plain language, avoid unnecessary jargon, and eliminate ambiguity to ensure their target audience effortlessly understands the intended message. Structuring information logically is another key aspect of effective medical writing. Whether working on clinical trial protocols, sales force training manuals, or healthcare websites, medical writers enhance comprehension and facilitate knowledge retention by organizing content clearly. Utilizing headings and subheadings enables readers to navigate complex documents easily, whether they’re healthcare professionals reviewing clinical research data or patients seeking to understand their treatment options. Think about your audience Medical writers must consider their audience when creating content. For instance, when writing for medical practitioners or producing content for medical journal articles, using specific medical terminology is appropriate. However, when developing health communication materials for patients or the general public, it’s essential to translate complex medical knowledge into layman’s terms to ensure comprehension. Verify and stay consistent In the medical writing profession, accuracy and consistency are of utmost importance. Whether working for pharmaceutical companies, research organizations, or medical device firms, competent medical writers must meticulously verify information and cite credible sources to maintain the highest standards of accuracy. This rigorous approach helps prevent misinformation and ensures the validity of the information presented. Consistency in medical terminology, formatting, and style is equally vital. Adhering to established guidelines promotes uniformity across various materials. This consistency is essential whether writing for healthcare professionals, developing educational medical writing materials, or preparing regulatory submission documents. Final Thoughts As the field of medical science continues to advance, the importance of clear, accurate, and accessible medical writing will only grow. It remains an indispensable tool in ensuring that life-changing medical knowledge reaches those who need it most — from researchers and healthcare professionals to patients and the general public. In this era of information abundance, skilled medical writers will retain their value, translating complex data into knowledge that saves and improves lives. As we’ve explored, the role of medical writers extends far beyond mere translation of technical jargon, they are essential contributors to patient education, clinical research, regulatory compliance, and professional communication among healthcare providers. In this landscape, companies like Viseven play a crucial role in supporting the life sciences industry. Offering a comprehensive suite of medical writing services — from publications and educational content to promotional materials and digital solutions — we can help you with the multifaceted nature of modern medical communication. Moreover, our context experience platform, eWizard, allows pharma marketers to plan, create, modularize, and distribute digital content at scale. Fill out the form below, and we’ll contact you shortly to help you start and navigate your journey.
Data-Driven Storytelling in Healthcare Marketing Posted on June 19, 2024February 4, 2025 by Andrii Nikulin With vast amounts of information pouring in from electronic health records, wearable devices, and genetic testing, healthcare organizations are swimming in data. However, raw numbers and statistics alone mean little until they are transformed into compelling stories. Data storytelling allows healthcare marketers to take complex data and craft narratives that resonate with their audiences. By combining insights from data with powerful storytelling techniques, healthcare organizations can help diverse stakeholders better understand the human impact behind the numbers. Effective data storytelling fosters deeper comprehension of critical healthcare issues and inspires actions that ultimately improve patient care. What is Data-Driven Storytelling, and Why Is it Important? Data-driven storytelling is the practice of using data and analytics to create compelling narratives that help communicate insights, trends, and findings in a way that resonates with the audience. It combines the power of data visualization and storytelling techniques to transform complex datasets into engaging and easy-to-understand stories. This approach is increasingly being used in pharma content marketing to effectively communicate the benefits and value propositions of pharmaceutical products and services. In the context of healthcare, effective data storytelling is crucial for fostering understanding among stakeholders. Healthcare data can be vast, complex, and often overwhelming. Storytelling with data helps break down intricate information into digestible pieces, making it easier for healthcare professionals, policymakers, and patients to grasp the significance of the data and its implications. Furthermore, data storytelling empowers decision-makers to base their choices on evidence and insights derived from the data. By presenting data in a compelling and relatable manner, this approach contributes to evidence-based practice and quality improvement efforts in healthcare. It also enhances patient engagement by using storytelling with data examples to educate patients about their health conditions, treatment options, and the importance of adherence to care plans. Well-crafted narratives can help patients better understand their personal health data, leading to increased engagement and better patient outcomes. Data storytelling plays a crucial role in healthcare analytics as well, helping communicate complex analytical findings to diverse audiences. It bridges the gap between raw data and actionable insights, facilitating data-driven decision-making across various healthcare domains. Additionally, data and storytelling can be powerful tools for advocating change in healthcare policies, practices, or resource allocation. By presenting compelling narratives backed by data, healthcare organizations can build a strong case for necessary changes and drive positive transformations. Main Elements of Data-driven Storytelling Data-driven storytelling revolves around three key elements: data, narrative, and visuals. Data The foundation of data storytelling is the data itself. This includes raw data from various sources, such as electronic medical records, clinical trials, patient surveys, wearable devices, and other healthcare data repositories. Effective data storytelling requires careful data collection, cleaning, and analysis to extract meaningful insights and patterns. What is the core message or insight you want to convey? What is the most compelling or surprising finding from the data? What problem are you trying to address or what opportunity are you highlighting? Who is your target audience? Narrative The narrative element is what transforms raw data into a compelling and relatable story. It involves crafting a coherent storyline that connects the data points and insights in a way that resonates with the target audience. A well-structured narrative should have a clear beginning, middle, and end, guiding the audience through the data while highlighting the key messages and implications. The narrative should also incorporate storytelling techniques, such as using analogies, metaphors, and emotional appeals, to make the data more accessible and memorable. Effective content operations strategies ensure data-driven narratives are consistently produced and distributed across channels. Source: SAP Visuals While data and narrative are essential, visuals play a crucial role in making the two more engaging and easier to understand. Studies suggest that as much as 78% of students are visual learners. Data visualization techniques, such as charts, graphs, infographics, and interactive dashboards, can help simplify complex information and reveal patterns that may not be immediately apparent in raw data. Effective visuals should be clear, intuitive, and aligned with the narrative, enhancing the storytelling experience rather than distracting from it. How to Craft a Compelling Narrative Using Data Stories in Healthcare Marketing Effective data storytelling in healthcare marketing is not just about presenting data, it’s about crafting a compelling narrative that inspires action, fosters understanding, and ultimately contributes to better patient outcomes and healthier communities. Here’s a roadmap to crafting a compelling data story. Know your audience Tailor your narrative to resonate with your target audience. Consider their level of data literacy, background knowledge, and personal experiences. Creating a content map can help structure your narrative for the specific audience. Adapt your storytelling approach accordingly, using language and examples that will resonate with them. For instance, if you’re writing for policymakers, it’s best to concentrate on the big picture, like recommendations and implications of the data you’re presenting. And if you’re writing for researchers, you may be more specific and dive into details, like methods and limitations of your various data sets. Identify the core message It’s crucial to define the central message you want to communicate through your data story. This could be highlighting a successful treatment approach, demonstrating the impact of preventive care, or raising awareness about a particular health issue. Ensure that your core message is clear and aligns with your marketing objectives. Build a captivating story Like any good story, your data narrative should have a clear beginning, middle, and end. Start by setting the context and introducing the problem or opportunity. Then, present your data-driven insights and evidence, building towards a climax or turning point. Finally, conclude with a compelling call to action or resolution. Effective storytelling involves more than just presenting facts. Utilize techniques such as character development, conflict and resolution, emotional appeals, and descriptive language to captivate your audience and make your data story more memorable. Connect your data story to tangible outcomes and real-world implications. Demonstrate how the insights derived from your data can improve patient care, enhance treatment efficacy, or drive positive changes in healthcare practices. Select the right visuals Visuals play a crucial role in bringing data stories to life and enhancing their impact in healthcare marketing campaigns. Here are some effective visuals you can consider incorporating into your data-driven narratives: Charts and graphs Infographics Heat maps Pictograms and icon arrays Annotated images and illustrations Video and animation Where possible, incorporate interactive elements into your data story. This could include clickable visualizations, multimedia components, or opportunities for audience participation. Interactivity can enhance engagement and create a more immersive experience. Revealing Insights and Deriving Value: Examples of Data Storytelling We’ve talked a lot about how influential data storytelling can be and how to achieve a good narrative and visualization. But let’s show and discuss data storytelling examples. UNODC Source: UNODC The alarming rise of synthetic drugs, such as opioids and methamphetamines, has escalated into a global health crisis, demanding immediate attention and action. Recognizing the urgent need for awareness, the United Nations Office on Drugs and Crime (UNODC) has crafted an interactive page that captures the far-reaching impact of this issue across the globe. This awareness campaign exemplifies effective data storytelling, seamlessly blending data visualization and compelling narratives. As you navigate through the interactive page, you are immediately drawn to a world map. Scrolling down, information unfolds layer by layer, detailing the realities of substance abuse, linked to the countries it afflicts. As you delve deeper into the page, the world map becomes a tapestry of data points, each contributing to the overarching narrative — a sobering reminder that this crisis transcends borders and affects nations globally. Spotify Spotify is known for its data storytelling. Just think of the Spotify Wrapped we get each year that turns our listening habits into dynamic visual and audio experiences. It’s similar for the artists, and Spotify’s 2022 Fan Study is a prime example of good data storytelling. This report provides musicians with relevant data insights into how listeners’ habits and engagements can influence their follower count and music streaming numbers. The main page seamlessly blends data visualizations, such as infographics and line charts, with concise explanations, offering a comprehensive understanding of the data trends. One of the key components of a good data story is the ability to provide context and tell a compelling story with the data. Spotify for Artists achieves this by breaking down the report into subsections like engagement, merch, and release, each section offering data-driven insights and tips to help musicians grow their fanbase and reach a wider audience. Successful data storytellers not only present the data but also evoke an emotional response by highlighting the human element behind the numbers. Spotify’s report achieves this by focusing on the personal connections between musicians and their listeners, emphasizing the importance of understanding and catering to their audience’s preferences. Furthermore, the user experience is enhanced by creative visuals, such as animated text on scrolling, making the data presentations more engaging and memorable. National Geographic The National Geographic article, “Visualizing 500,000 Deaths from Covid-19 in the US,” is a poignant example of effective data storytelling. When dealing with large and abstract numbers, such as the staggering loss of human lives due to the COVID-19 pandemic, it can be challenging to comprehend the true magnitude of the data. This article masterfully addresses this challenge by employing data visualization techniques that make the data relatable and emotionally resonant. In a good data story, it’s also important to provide context and frame the data in a way that resonates with the audience. In this case, National Geographic achieves this by comparing the 500,000 COVID-19 deaths in the US to familiar subjects and settings that people can easily visualize and relate to. For instance, the article visualizes the loss by comparing it to all fast food cooks in the country. By anchoring the data in relatable contexts, the article enables readers to grasp the sheer scale of the loss in a way that raw numbers alone cannot convey. Summing Up By harnessing the power of compelling narratives, data visualizations, and emotional connections, pharmaceutical companies can effectively communicate complex healthcare insights, treatment effectiveness, and data trends to a wide range of stakeholders, including healthcare professionals, policymakers, and the general public. Effective data storytelling in the pharmaceutical industry goes beyond mere data presentation, it involves uncovering key insights, providing context, and weaving a cohesive narrative that resonates with the audience. This approach not only enhances understanding but also fosters trust and credibility, essential components in an industry where lives are at stake. As data scientists, pharmaceutical companies must master the art of data visualization, utilizing tools such as infographics, line charts, and interactive dashboards to bring their data to life. By presenting complex data in a visually compelling and easily digestible manner, they can communicate intricate concepts, highlight patterns, and show key ways to drive informed decision-making. Looking ahead, the role of data storytelling in the pharmaceutical industry will only continue to grow in importance as the industry grapples with an ever-increasing volume of data and the need for effective communication across diverse stakeholder groups. By embracing the art of storytelling with data, pharmaceutical companies can unlock new avenues for innovation, foster trust and transparency, and ultimately contribute to better health outcomes on a global scale. We here at Viseven can help you create data-based storytelling that is bound to make your audience interested. Our content experience platform, eWizard, enables you to create powerful content, and reuse it on multiple platforms, not only providing an exciting visual experience to your audience but also saving you time and resources. Contact our team below to get a full demo!
Maximizing Impact with eDetailing: Our Practical Guide for Pharma Posted on June 11, 2024February 28, 2025 by Andrii Nikulin Looking for ways to revolutionize your communications with healthcare professionals? Our eDetailing Guide is your roadmap to personalized, data-driven engagement that gets results. Inside, you’ll discover: How to craft personalized eDetailing experiences that resonate with HCPs and drive results. Personalization in eDetailing goes beyond simply addressing HCPs by name. It involves tailoring the entire experience—from the content presented to the interactions facilitated—to each individual HCP’s specific preferences, interests, and needs. This can be achieved by leveraging data from various sources, such as past interactions, online behaviour, and professional profiles, to create detailed HCP profiles. These profiles can then be used to dynamically adjust the eDetailing content, ensuring that each HCP receives the most relevant and engaging information. Our guide delves into the strategies and technologies that enable this level of personalization, ultimately leading to more meaningful conversations and improved outcomes. A step-by-step checklist for implementing personalization strategies that make a real impact. Implementing personalization in eDetailing requires a structured approach. The guide provides a comprehensive checklist that outlines the key steps involved, from defining clear objectives and integrating data sources to developing tailored content and deploying the necessary technology. This checklist serves as a roadmap for pharmaceutical companies, guiding them through the process of creating and delivering personalized eDetailing experiences that resonate with HCPs and drive measurable results. The secrets to leveraging storytelling and interactive content to boost HCP engagement. Storytelling and interactive content are powerful tools for capturing and maintaining HCPs’ attention in the digital age. The guide explores how to combine these elements effectively within eDetailing presentations. It emphasizes the importance of crafting narratives that are not only informative but also emotionally resonant, making the information more memorable and impactful. Additionally, the guide provides insights into incorporating interactive elements, such as quizzes, polls, and simulations, to create a more engaging and immersive experience for HCPs. How to choose the right digital content factory model for your needs. Pharmaceutical companies have varying needs and resources for eDetailing content creation. The guide presents three distinct digital content factory (DCF) models: white-glove, hybrid, and self-service. Each model offers a unique approach to content production and management, catering to different budgets, timelines, and levels of in-house expertise. The guide helps companies assess their specific requirements and select the DCF model that best aligns with their goals and capabilities. An overview of the top self-service platforms for eDetailing creation. The guide provides an overview of the leading DCF platforms available in the market for companies opting for a self-service approach. It highlights each platform’s key features and benefits, such as eWizard, Shaman, and IQVIA OCE Digital, enabling companies to make informed decisions based on their specific needs and preferences. We covered aspects like content creation tools, localization capabilities, analytics, and integration with other systems, empowering companies to choose the platform that best suits their eDetailing workflow. A guide to selecting the perfect agency to bring your eDetailing vision to life. Partnering with an agency can be a strategic move for companies seeking external expertise in eDetailing creation. The guide offers a comprehensive framework for selecting the right agency partner. It emphasizes the importance of considering factors such as experience, technical capabilities, creative approach, regulatory knowledge, client references, cost, and ongoing support. By following this guide, companies can confidently choose an agency that understands their vision and has the skills and resources to bring it to life, ensuring a successful and impactful eDetailing production and delivery. Don’t miss out on this opportunity to boost your HCP engagement. Download our guide and unlock the full potential of eDetailing today!
Patient Support Programs: What Are They & What They Offer Posted on June 4, 2024February 4, 2025 by Andrii Nikulin We’ve all been there: one day you get sick and a physician prescribes multiple medications to put you back on your feet, each with specific instructions and potential side effects to monitor. On top of that, you’re faced with navigating the maze of insurance approvals, high out-of-pocket costs, and a general lack of understanding about your own treatment options and plan, all while being sick and dazed. Sounds familiar and quite overwhelming, doesn’t it? This is the reality for many patients, which is why an increasing number of pharmaceutical companies are rolling out Patient Support Programs (PSPs) — comprehensive initiatives designed to empower and guide individuals through their healthcare journeys. These programs go beyond just providing medication, they offer a multifaceted approach to supporting patients from diagnosis to managing their condition long-term. Let us take a closer look at the Patient Support Programs, their development and implementation process, the different types, challenges they face, and their future within healthcare delivery. What are Patient Support Programs (PSPs)? Patient Support Programs (PSPs) are initiatives, that often come in the form of custom mobile apps, offered by pharmaceutical companies to provide education, resources, and services to patients prescribed certain medications or undergoing specific treatments. Source: Deloitte, Common patient support activities At their core, patient support programs aim to break down common barriers that hinder successful treatment outcomes. Many PSPs provide financial assistance, copay assistance, or free drug supplies for eligible patients. Patients struggling with adherence will find medication reminders, symptom trackers, and direct nurse support lines. Educational resources and counseling services are available to help patients better understand their condition and regimen to avoid confusion. But PSPs don’t just benefit patients, they’re a strategic investment for pharmaceutical companies as well. By enhancing medication adherence and persistence, PSPs drive increased product utilization and revenue. They also allow companies to collect invaluable real-world data, build brand loyalty, and demonstrate a genuine commitment to improving lives beyond the bottom line. How Pharma Companies Can Implement Patient Support Programs Source: IQVIA To develop the best-in-class patient support programs, you need to collaborate closely with stakeholders like business strategists, and medical, pharmacovigilance, and sales teams. Program development — Pharma companies first identify medications or disease areas that would benefit from enhanced patient support. They assess the needs of those patient populations and design the services or resources to be offered through the PSP. This includes any financial assistance, educational materials, app development, nurse counseling services, other features. Contracting vendors — Many pharma companies outsource part or all of the PSP operations to specialty vendors and third-party service providers. These vendors are contracted to handle tasks like operating call centers, distributing copay cards, developing apps and websites, and providing nursing staff. Data integration — The patient support services generate valuable data that needs to be integrated back to the pharma companies. This requires building data platforms and processes to aggregate information from vendors on patient demographics, medication utilization, clinical outcomes, and patient-reported data. Enrollment channels — Pharmaceutical companies work to create easy enrollment channels so patients can access the PSP. This includes physician outreach so providers can refer patients, as well as direct-to-patient channels like websites and call centers. Staff training — On the pharma side, internal staff like sales reps and medical liaisons are trained on the details of the PSP offerings so they can appropriately educate providers and patients. Patient outreach — Pharma companies conduct direct-to-patient outreach and marketing to drive awareness and utilization of the PSP services. Tactics like social media, targeted advertising, and advocacy group partnerships are employed. Metrics and analysis — PSP performance is measured through ongoing data analysis of metrics like program enrollment, persistency rates, patient satisfaction surveys, and ROI calculations looking at the PSP’s impact on medication adherence. Continuous improvement — Based on patient feedback and operational data, pharma companies continually refine and enhance their patient support program offerings over time to optimize their investments in these comprehensive patient support initiatives. While PSPs require significant cross-functional coordination, pharmaceutical companies see them as valuable pharma marketing tools for improving product performance and patient outcomes. Types of Patient Support Programs PSPs differ based on the therapeutic sector and particular medications, however, their main goal is to provide access and help patients overcome barriers to healthcare access and adherence, ultimately improving their health outcomes. Patient assistance programs Patient assistance programs are mainly offered in the U.S. to lessen the financial burdens and help patients and their caregivers get the medication. These programs help review the current insurance coverage, assist with prior authorization if needed, provide trial and copay card information, and check if a patient is eligible to enroll in a financial assistance program. Patient education programs Patient education programs aim to improve patients’ and caregivers’ understanding of the disease and the medication or devices that treat it. Patients and caregivers can receive instructional assistance from medical providers over the phone or via digital platforms. In addition, medical writers create patient-friendly visual educational materials. Patient education also entails adherence outreach meaning patients are followed up to share their experiences and struggles in order to be assisted and encouraged to stay adherent. Provider support A crucial strategy of patient support programs is equipping healthcare providers with resources to streamline patient access to medications and enhance education. Programs supply providers with sample products, device demos, FAQ materials, visual guides, copay cards, financial assistance info, and more. This allows providers to initiate therapy seamlessly. Additionally, PSPs assist providers by providing billing and coding support to ensure proper reimbursement for medication administration services. Challenges Associated with PSPs for Pharma Different types of PSPs offer a wide variety of benefits to life science businesses and healthcare facilities. So why doesn’t every company and clinic just use one? Well, there are certain challenges to implementing patient support programs that we must look at. One major challenge is the substantial cost and resource intensiveness involved in developing and operating comprehensive PSPs. Funding components like call centers, copay assistance, technology solutions, and nursing staff support can be extremely costly, especially when trying to scale these programs. Integrating data from multiple vendors and platforms delivering PSP services is technically complex. Creating unified views of the patient journey and outcomes requires robust data management capabilities. Ensuring regulatory compliance around areas like product promotion, privacy, data sharing, and avoiding improper inducements is also an ever-present obligation. PSPs have to meticulously follow the rules and implement tight compliance processes to steer clear of any violations. Quantifying the return on investment is another major hurdle. While PSPs aim to improve medication adherence and overall outcomes, pinpointing their precise impact is difficult given the many variables at play in disease management. Even with promotional efforts, driving patient awareness and adoption of PSP offerings can be an uphill battle, particularly among harder-to-reach populations. Personalizing the experience to diverse patient needs, health literacies, and preferences is resource-intensive. Coordinating priorities and sharing data among all the stakeholders — pharma companies, providers, payers, and vendors — adds another layer of complexity with so many parties involved. Sustaining long-term engagement is tough too, as patients’ circumstances continually evolve. And in an increasingly crowded PSP market, differentiating your program and delivering a truly superior experience gets more challenging by the day. Overcoming these hurdles demands strategic long-term planning, investments in robust technology platforms, effective vendor management, and a commitment to continually enhancing offerings based on real-world insights over time. It’s a major undertaking, but one that pharmaceutical companies are prioritizing to support patients and steward their product portfolios effectively. Future of PSPs in Custom App Development There’s no denying the growing demand for digital patient services in the pharmaceutical industry these days. 48% of adults are already using or interested in pharma’s digital offerings, and a whopping 68% of physicians are more likely to prescribe a product backed by solid patient support and services. Pharmaceutical companies clearly recognize this trend, with most, if not all, rolling out various digital engagement programs in recent years. And it’s not just about checking boxes anymore. New technologies are opening up fresh channels and enabling more holistic, comprehensive patient support initiatives. A recent study highlighted a clear shift away from that transactional mindset focused solely on enrollment and training. Instead, there’s a move towards more collaborative, integrated programs laser-focused on truly empowering patients to live well with their conditions. Think tailored interventions, behavior modification, and support extending to caregivers and beyond. These trends, coupled with digital innovations and better access to patient data, present an exciting opportunity for pharma. They can now craft bespoke healthcare solutions finely tuned to the unique needs of different patient groups in a targeted, value-additive way. And the potential upsides are huge — online disease management services have been shown to improve chronic care outcomes by up to 10%. Final Thoughts At the end of the day, patients crave simplicity and customization so they can take ownership of their wellness journey. They want solutions intuitive enough to fully participate in their own care. By tapping into new technologies, pharma can finally deliver on those desires with patient-centric digital offerings that resonate on a personal level. Patient support programs by themselves do not drive differentiation or boost trust and engagement. Programs have to be well-designed and provide patients with personalization. Fortunately, the technology is there to help pharmaceutical companies achieve these goals. If you want to develop a user-friendly custom healthcare app to boost your patient support program, don’t hesitate to contact Viseven. We have nearly 20 years of experience in pharma solutions development and can make your vision a reality.
Pharma 4.0: What You Need to Know Posted on May 23, 2024February 28, 2025 by Andrii Nikulin The pharma industry is on the cusp of a digital revolution, and Pharma 4.0 is leading the charge. With the global Pharma 4.0 market expected to reach $62.7 billion by 2032, this game-changing concept is set to transform the way drugs are discovered, developed, manufactured, marketed, and delivered. But implementing Pharma 4.0 isn’t a simple task. It requires a comprehensive strategy, a culture of innovation, and a willingness to embrace change. In this article, we’ll explore what Pharma 4.0 entails, the key technologies driving its adoption, and the steps your company can take to successfully implement it in 2024 and beyond. What is Pharma 4.0? The Pharma 4.0 definition lies in the transformative adoption of Industry 4.0 principles and cutting-edge digital technologies within the pharmaceutical industry. It represents a paradigm shift towards intelligent, interconnected, and data-driven pharmaceutical manufacturing processes. At its core, Pharma 4.0 leverages technologies such as artificial intelligence (AI), machine learning, the Internet of Things (IoT), cloud computing, and big data analytics to enhance efficiency, quality, compliance, and end-to-end visibility across the entire pharmaceutical value chain. Bringing Industry 4.0 to Pharma To understand the industrial revolutions’ impact on pharma and life sciences industries, let’s explore the past. The first industrial revolution (1760 to 1830) was characterized by the transition from manual production methods to machines powered by water and steam. This first industrial revolution didn’t have any instant influence on pharma, but it planted the seeds of the future revolution. The second industrial revolution (late 1800s and early 1900s) was marked by the introduction of electricity and the assembly line which enabled mass production. For pharma, it was a period of advancement, as Pfizer was established in 1849, Bayer in 1863, and Lilly in 1876. Pfizer supplied medicine for the Union during the war, Bayer commercialized aspirin, and Lilly focused on R&D and manufacturing. In the late 18th century, Switzerland swiftly developed pharma, as textile and dye manufacturers realized that their products had antiseptic properties. The third industrial revolution (late 20th century) was driven by the advent of computers, automation, and electronics, leading to a more automated and programmable manufacturing process. This period in pharma saw the introduction of many familiar institutions and the mass production of essential technologies. Particle counters became widely available, computers facilitated research and information sharing, and communication technology enabled unprecedented global collaboration. The fourth industrial revolution, or Industry 4.0, refers to the ongoing transformation of traditional manufacturing and industrial practices through the integration of advanced digital technologies in business processes, like IoT, AI, cloud computing, augmented reality, big data and analytics, advanced robotics, additive manufacturing (3D printing), and cyber-physical systems. These technologies make their way into the pharmaceutical industry, driving digital transformation and creating Pharma 4.0. So, what key needs guide companies on the way to Pharma 4.0? Pharma is strictly regulated, so it faces rigorous scrutiny when implementing changes that influence production and related aspects, creating a need for a reliable pharmaceutical quality system. Pharmaceutical manufacturers, vendors, and professionals have already begun exploring viable applications of Industry 4.0 within their organizations, while the International Society for Pharmaceutical Engineering (ISPE) is working towards better defining the various aspects that characterize Pharma 4.0. While this solution is still far from being fully realized, and the current progress is likely just the first steps in a lengthy journey with an uncertain final destination, the ISPE European Pharma 4.0 Conference emphasized several key messages that guide along this path. Beyond automation Automation alone will not be the sole transformative element in Industry 4.0 programs. Several other key factors, such as quality and holistic control strategy, workforce, efficiency, integration, and collaboration, will play a fundamental role in shaping the pharma smart factories of the future. Collaborative ecosystems The term “value supply chain” highlights the need for companies to proactively collaborate with partners in an integrated supply chain, creating a system where information, raw materials, and products flow freely. Machine and equipment vendors must take an active role in building these streamlined systems. Leveraging existing data While technological innovations in the form of new equipment, software, and services are necessary for a meaningful Industry 4.0 implementation, existing data sets should not be discarded. Advanced analysis techniques can be applied to existing data to provide useful, production-relevant insights. In this context, data integrity also becomes a major concern for the pharma businesses. “By Design” approach Industry 4.0 will involve not only innovation and technological breakthroughs but also improvements that allow pharmaceutical manufacturers to incorporate specific features into machines, software, or processes at their point of creation. Human-centric approach Although Industry 4.0 may seem focused on machines, integration, methodologies, and processes, it is ultimately based on the most powerful asset any company could have: its workforce. The human factor is a key success driver, as the objective is not to replace humans with machines but to allow humans to work on value-added activities where their creativity and problem-solving capabilities can be fully utilized. Embracing change Believing in the upsides of Industry 4.0 is essential to find the next steps and see them through to implementation. Being disruptive can allow for finding new and radical solutions to long-standing problems. Pharma is embracing these Industry 4.0 technologies and messages across the entire value chain, from drug discovery to manufacturing, quality control, supply chain management, and regulatory compliance. This pharma digitalization promises to usher in a new era of intelligent, connected, and data-driven pharmaceutical operations, where personalized medicine, agility, and operational excellence reign supreme. Advantages of Pharma 4.0 Overall, Pharma 4.0 offers pharmaceutical companies the opportunity to transform their operations, enhance product quality and safety, improve efficiency, and meet the evolving needs of patients and regulatory bodies, ultimately driving innovation and long-term business success. But let’s discuss the advantages one by one. Better operational efficiency By leveraging technologies like automation, robotics, IoT, and cyber-physical systems, pharma companies can streamline and optimize their manufacturing processes, leading to higher productivity, reduced downtime, and lower operational costs. Higher product quality Advanced technologies like real-time monitoring, process analytics, and AI-driven quality control systems can help ensure consistent product quality, reduce deviations, and minimize the risk of batch failures or product recalls. Improved supply chain visibility Incorporating technologies like blockchain, IoT sensors, and digital twins can provide full visibility and traceability throughout the pharmaceutical supply chain, improving logistics, reducing counterfeiting risks, and enabling better inventory management. Accelerated time-to-market By leveraging advanced modeling, simulation, and additive manufacturing (3D printing) technologies, pharma companies can accelerate the drug development process, reduce time-to-market for new products, and respond more quickly to market demands. Personalized medicine Additive manufacturing (3D printing) and modular production facilities enabled by Pharma 4.0 can facilitate the production of personalized medicines and small batches tailored to individual patient needs, supporting the growing trend of personalized medicine. Regulatory compliance Pharma 4.0 technologies, such as IoT, data analytics, and blockchain, can enhance data integrity, traceability, and transparency, helping companies meet evolving regulatory requirements and maintain compliance throughout the product lifecycle. Pharma 4.0: Step-by-Step Instruction Digital maturity is a key facilitator of the Pharma 4.0 operating model. Industrie 4.0 Maturity Index outlines six phases of digital maturity, from computerization to adaptability. Companies at the maximum level of digital maturity will be self-adapting, capable of enduring tumultuous economic periods and fast-shifting corporate objectives to capitalize on opportunities. #1 Computerization The first stage of digital maturity involves automating simple manual tasks with digital technologies. The idea is to identify repetitive operations done better by computers, laying the groundwork for a digital infrastructure. #2 Connectivity Data silos emerge due to information technology, operation technology, and communication systems being out of sync with one another, To allow employees to complete their job efficiently, you need to integrate the systems so that data flows smoothly. #3 Visibility At this stage of digital maturity, many companies can begin seeing gradual improvements. The interconnectivity between people, machines, and processes generates a comprehensive digital footprint of production activities. This wealth of data can be leveraged to fuel real-time, data-driven decision-making. #4 Transparency As more data is collected, it unveils new insights into intricate systems that were previously obscured. Advanced analytics open up opportunities for optimization and improvement across various domains. #5 Predictability At this stage, detailed production records allow companies to predict and rectify issues before they occur. #6 Adaptability Systems foresee problems and automatically take appropriate action. At its most evolved, these systems are self-correcting and autonomous. Pharmaceutical Manufacturing in the Era of Pharma 4.0: A Glimpse into the Future The pharmaceutical industry’s future looks to be a fully digitalized and interconnected manufacturing landscape. Smart factories use modern technologies to connect all aspects of the manufacturing process. This enables real-time optimization, predictive maintenance, and autonomous decision-making capabilities. These factories have the potential to anticipate and address possible issues before they occur by leveraging IoT sensors, advanced analytics, and machine learning algorithms. This results in reduced downtime and uninterrupted production. Moreover, the integration of cyber-physical systems enables virtual simulations and rapid prototyping, improving manufacturing processes. The increased need for personalized medicine has resulted in a trend toward modular and flexible production methods. Additive manufacturing and modular production facilities enable the development of personalized medicine and small batches that are suited to particular patient requirements. Additive manufacturing enables the development of complicated drug delivery systems and tailored dosage forms, whereas modular facilities allow for the rapid reconfiguration of manufacturing lines for diverse pharmaceutical product types and batch sizes. This paves the path for mass customization and patient-centric manufacturing, which will revolutionize pharmaceutical production and delivery. However, while the benefits of Pharma 4.0 are substantial, its implementation is not without challenges. Challenges in the implementation of Pharma 4.0 Legacy systems, data integrity concerns, regulatory hurdles, and resistance to change can act as barriers to the successful adoption of Pharma 4.0 technologies. To overcome these challenges, pharma companies must develop comprehensive strategies that address data governance, cybersecurity measures, and regulatory compliance. Partnering with digital technology providers and regulatory bodies can help navigate the complexities of implementing Pharma 4.0 solutions while ensuring compliance with industry standards. It’s also paramount to maintain effective communication between all stakeholders, including executives, managers, vendors, pharmaceutical MSLs, and HCPs to ensure alignment and address concerns early. Fostering a culture of innovation and change management is crucial to facilitate the successful integration of these technologies. By embracing Pharma 4.0 and its accompanying best practices, pharmaceutical companies can unlock new levels of efficiency, quality, and innovation in the manufacturing of life-saving drugs. Implement Pharma 4.0 with Viseven The pharmaceutical value chain doesn’t stop with the manufacturing process. The goal is to deliver the pharmaceutical products to the final consumer — patients. To successfully achieve that, it’s not enough just to produce drugs without any other communication with your customers. That’s why investing time and resources in marketing is equally crucial as in other areas. Pharma 4.0 technologies and tools can help you optimize your marketing processes whether you’re promoting Rx or OTC products, and enhance communication with your target audience. Let’s learn how Viseven’s eWizard platform introduces Pharma 4.0 technologies into your marketing. eWizard is a content experience platform tailored for pharmaceutical marketing that enables companies to plan, create, collaborate on, distribute, manage, and integrate digital content at scale. The platform is powered with AI features that simplify content management and empower businesses to create personalized and relevant content while complying with MLR rules. Here’s a breakdown of eWizard’s AI-driven features. MLR acceleration engine MLR acceleration engine can speed up time-to-market by predicting the likelihood of content approval and alerting content creators when revisions are required. The solution also lets users upload emails and eDetailers for error analysis that can detect context mismatches and skipped references. AI algorithms play a crucial role in content creation and approval processes. They not only identify incorrect or non-compliant content pieces but also provide valuable suggestions on how content creators can rectify these issues, thereby increasing the chances of approval on the initial submission. Users have access to a set of rules and corresponding comments for assets that have not been approved. Leveraging these comments, content creators can adjust their messaging, streamlining the overall content approval process. Auto-tagging You can leverage auto-tagging to create highly personalized and compliant marketing campaigns that resonate with your target audience. AI software allows to automatically categorize and organize structured and unstructured digital content. The system utilizes computer vision to tag audio and video content, and natural language processing to tag text files. With these tags and the organized databases that store them, pharmaceutical companies can gain valuable insights into the performance of their content modules across various channels. This data-driven approach allows them to identify the most engaging content pieces that truly connect with their target audience, facilitating more effective and targeted marketing efforts. Smart search Thanks to the auto-tagging functionality and a wide array of tags, your assets are enhanced with additional contextual metadata, enabling smart search. With smart search you can find the needed content pieces in a matter of seconds, even if you handle vast amounts of data (which is usually the case for pharma), streamlining content production. AI-simulated speaker presentations eWizard enables users to produce compelling AI-simulated speaker presentations. Our clients can create content by selecting and animating an avatar that looks like a person giving a presentation. eWizard’s avatars look like actual humans, with realistic facial expressions. The solution also includes several languages and voice samples for additional customization. Companies can dramatically boost healthcare professionals’ engagement by using avatar presentations without investing considerable costs in production. Summing Up The future of pharma hinges on the successful implementation of Pharma 4.0. Companies that embrace this transformation will gain a significant competitive edge, driving efficiency, quality, and innovation in medicine development and delivery. However, Pharma 4.0 is more than just a technology transformation; it necessitates a culture of constant adaptation, collaboration, and investment in workforce upskilling. Those who grab this opportunity, cultivate an innovative culture, and develop a comprehensive Pharma 4.0 strategy will be in a strong position to impact the future of healthcare and provide tailored, precise medicines to patients globally. The time to act is now, and the rewards for those who successfully navigate this digital transformation will be immense.
Pharmaceutical Digital Marketing Strategies for OTC Brands Posted on May 16, 2024February 4, 2025 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.
How Pharma Brands Can Improve Patient Experience Posted on May 9, 2024February 4, 2025 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.
Patient-Reported Outcome (PRO) in Healthcare: Quick Guide Posted on April 12, 2024February 28, 2025 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 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 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, 2024February 4, 2025 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. 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.
