In last month?s edition of the DTC Perspectives? DTC in Focus newsletter, we discussed patient engagement and provided prescriptive thoughts on maintaining and even increasing patient commitment. This month, we take that thought one-step further (as well as, adhere to this month?s theme) and focus on patient adherence. The discussion includes whether the emphasis of […]
April 15, 2015
Get Hooked ? Making Engagement a Habit
We know that the formation of healthy lifestyle habits is critical to overall health. However, adherence to exercise programs, medication regimens, or dietary changes can be challenging. So how do we help patients develop habits to improve their overall health? Habits are defined actions employed without conscious thought.1 Habit forming potential of any behavior is […]
By John Nelson
April 15, 2015
Adherence and the Authentic Truth
After a patient initiates treatment, the real selling-process begins. More than ever, patients are approaching Rx-trialing with a heavy dose of skepticism. It?s understandable. Oftentimes, long-term treatment is thrust upon patients without time to get comfortable. And sometimes, those patients have healthy fears over side effects. On the other side of the coin, many patients […]
April 15, 2015
How Contact Centers Leverage Live Patient Interactions to Drive Adherence
As the new model of healthcare delivery takes shape, the spending burden for care continues to shift to the patient, giving them more control over their care. As a result, patients are more informed and have access to more healthcare decision-making tools than ever before. However, it needs to be relevant to them. Recent research […]
April 14, 2015
Adherence: It Takes a Village
How do we keep patients adherent? It?s the billion-dollar question in the healthcare industry. And the truth of the matter is there isn?t one simple answer. In the past year alone, nearly 75% of adults age 40 and older with a chronic condition admit to not adhering to their prescription medication treatment. As healthcare marketers, […]
March 18, 2015
Does the Rise of Payer Power Mean the End of Patient Empowerment?
At a recent pharmaceutical marketing conference in New York, speakers and attendees were focused on ? and visibly concerned about ? a massive sea change happening in healthcare. The concern went well beyond ?the best way to implement wearables into pharma programs,? or ?how pharma can get involved in social media.? This wasn?t about shiny […]
March 18, 2015
To Segment or Not to Segment? That is the Question in Pharma Marketing.
Having split my career neatly into two halves ? first non-pharma, then pharma ? I feel I have a good sense of what best practices can, and should, be lifted from the regular world into pharma marketing. In my experience, attitudinal segmentation by disease area isn?t one of them. In the non-pharma world, a segmentation […]
March 18, 2015
How to Better Connect & Engage with Patients?
The goal of any support program should answer this question: What factors must we use in the program that will instill patient confidence in our product ? and by default our company? Trust is built by a series of actions and those actions speak volumes more than any words or discount prices ever can! A […]
March 18, 2015
Digital Health and Pharma: Leveraging Healthcare Delivery Models to Engage Patients in New Ways
In such a strongly regulated industry where it is most important to avoid a downslide, pharma is falling behind in digital health. Risk taking and innovation suggests being open-minded for failure. As Robert F. Kennedy said, ?Only those who dare to fail greatly can ever achieve greatly.? The path to success is filled with risk […]
March 17, 2015
At the Center of Industry?s ?Solar System?: Five Strategies to Connect with Patients
Children and fools speak the truth, they say. When Galileo first said that the Earth travels around the Sun, he was held for a fool. When industry pundits say that patients are at the center of the life science Solar System, they, too, are sometimes accused of throwing around mere buzzwords. But that doesn?t make […]
