Pharmaceutical Marketing-Pharma Marketing-Medication

The Fundamental DTC Question: Why Do People Do What They Do?

I've been thinking a lot lately about the psychology behind why people behave the way they do when it comes to healthcare, and how that intersects with what pharmaceutical marketers are trying to achieve.
Rich Meyer wrote a blog recently titled It’s not your imagination; marketing really has gotten harder. He has some good points about the social shift, how customer expectations have changed and how the drug industry is (or isn't) evolving with the times.
Pharma Marketing Has Always Had It's Challenges
The idea that "marketing has gotten harder" is an interesting one to me. And I would go further to say that effective pharmaceutical marketing has always been harder. (Here's a blog I wrote on the topic of What's So Different About Consumer Pharma Marketing? Let Me Count the Ways ...)
But the difficulty of pharma marketing goes beyond the tough regulations we face every day. To me, it goes deeper into the psychology of healthcare. One would think one's HEALTH would be the ultimate motivator to take action. Get a diagnosis, get a prescription, be compliant with that medication, and hopefully things will be better, right?
But the challenge is, pharmas are faced with marketing products that patients DON'T WANT TO HAVE TO USE. Being put on a long-term treatment for high cholesterol or diabetes is considered by many to be a failure. Getting a diagnosis of multiple sclerosis or rheumatoid arthritis and then having to give yourself a self-injection isn't good news. It's devastating. People don't think "oh goodie I get to pop this little pill every morning" or "Yay, I get to take this injection every week." They tie the disease to the drug. Very few people ever think "thank goodness the pharma company spent years in research and millions of dollars to develop this product that helps me live my life better every day." (One exception may be cosmetics. Perhaps because those treatments are elective?)
And depending on the disease category, sometimes the goal is to work to get OFF the medication. If your doctor told you that you should have a goal to quit using Tide detergent, would you think favorably of Tide?
Admit it - even those of us in the industry can be resistant to getting on treatment for whatever ails us, and we often don't follow our prescribed regimen (I know I don't).
Why Don't We Look at Medications Like We Do Consumer Packaged Goods?
There's a lot wrapped up into the answer to that question. And amazingly, in 15+ years of pharma marketing, I've never seen good research that gets to the root of it. To complicate matters, it's different for every disease category, and every person within those disease categories.
Recently I met with a health psychologist (follow her on Twitter at @drhealthpsych) to learn more about her discipline. Her job is to integrate the science of behavior change with marketing intelligence. She's looking to help companies increase brand retention, create brand advocates, and strengthen loyalty among patients, caregivers, and providers ... all while promoting positive health outcomes. In her words, "You win. Patients win."
To me, it's fascinating.
As an industry, we need to work harder to better understand the motivators behind patient behavior. Why are they resistant to committing to a medication proven to help improve symptoms? Why won't they go to the doctor, why won't they fill the prescription, why won't they take the med that will enhance quality of life, and may even save their life or, at least, add years to it?  Why don't they take their medication as prescribed?
As an industry, we need to work towards a better understanding of patients (i.e. people), their needs and wants, and their motivators.
Not to be better able to "sell" them something.
But to improve health outcomes overall. read more..

source:http://intouchsol.com

Pharma Marketing-Conference-Epharma

Thoughts from ePharma Summit 2011

What’s an ePharma Summit 2011?
Today I attended the ePharma Summit 2011 in New York City. It’s a huge conference with more than 500 people attending from industry, agencies, and various vendors interested in the broad topic of digital pharma marketing. The agenda can be found online. The conference continues through the end of the day tomorrow. You can follow the Twitter stream at #epharma.
As a sidenote, it's interesting to look back at my past reviews of this conference and compare:
7 Things I Learned at ePharma Summit 2010, Some Early Nuggets from epharma Summit (2009) and More 2009 epharma Summit Observations
Anyway ... this year, there are lots of great people tweeting and we’re all trying to provide coverage between bad wifi and dying laptop/iPad/phone batteries (due to lack of power strips). Ah, technology! I was able to attend most of the conference except for when concurrent programs were running. I was able to tweet, except when my laptop battery died. So here, I wanted to provide a brief recap of what I saw as highlights of the day:

• Paul Ivans of Evolution Road chaired the event. A comfortable and knowledgeable presenter, Paul did a nice job kicking things off and moderating the entire day. One of my favorite quotes from him: “The rep arms race is over; we need alternatives to replace the sales gap.” This was also one of the most re-tweeted tweets of the entire day. In other words? It resonated.
• Standout presentations of the morning included several thought-provoking, futuristic talks from Thomas Goetz (Wired Magazine) and Bob Harrell (Shire Pharmaceuticals). Who knew someone created a creepy robotic dog that can right itself when pushed over? Innovation is inspiring, and their examples were good reminders that we need to never be satisfied with the status quo when it comes to health technology.
• Tom Abrams from FDA spoke. I’m not sure if attendees were expecting little hints, valuable nuggets, or all-out social media DDMAC guidance. But whatever they expected, they were disappointed. I’ll let friend and blogger Steve Woodruff explain why in his rant here. 
• I stepped away from the big ballroom to engage in three “unconference” round-table sessions after lunch covering the following topics:
• Encouraging patient-physician engagement. The question was asked if pharma should even have a role in this, if they should try to intersect that conversation. I say yes, as long as there is value for all parties.
• Unbranded vs. branded marketing. What’s the value of unbranded? In what situations should pharma be engaging in unbranded marketing? (For some thoughts on that, see these past blog posts)
• Marketing to niche and rare disease categories online. The opportunity for social media to reach these groups was discussed, as well as the importance of partnerships between pharma and academia.
• The surprisingly engaging keynote that wrapped up the day was Survivor Africa star – and cancer survivor star – Ethan Zohn. Proving out his credo “never let a crisis go to waste,” Ethan shared less about Survivor Afrrica and more about Survivor Ethan and his scary bout with Hodgkin’s Lymphoma at age 35. He “survived,” and he’s paying it forward by funding several charitable endeavors with his winnings. Inspiring! Read more about Ethan’s story here at People.com, including his videos, and also read about his charity, Grassroot Soccer.

There were several other good presentations and panels but there's only so much time and room to cover the conference. It’s always great to re-connect with past friends and faces and meet new ones too. That, to me, is the real value of these gatherings. And I look forward to more engagement, greetings and meetings tomorrow.
Stay tuned! And send power strips ... read more..

source:http://intouchsol.com