December 27, 2017
"Marketers say and hear these refrains over and over as they plan, activate, and optimize pharmaceutical clients’ communications and customer relationship management ecosystems. But are they just paying lip service to the idea that the patient is in charge when it comes to developing patient acquisition and support programs, or are they actually foregrounding the patient experience?
Patients treat pharma brand communications the way they treat the messaging and content of any other brand: If they’re not interested, they just change the channel, don’t click, or don’t sign up. They have choices about where and when they get their information, and they demand — not want or need, but demand — that when they do engage, the experience must meet the very high standards of personalization and ease of use that they have come to expect from companies like Amazon, Facebook, and Netflix..."
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