MAKING MARKETING ALL ABOUT THE PATIENT: TANYA SHEPLEY, RAPP NY, SHARES HER POV WITH PHARMALIVE

"When Jimmy Kimmel delivered an emotional monologue on national television about his son’s health issues and his perception of the healthcare system, he highlighted a fundamental disconnect between companies and consumers: Healthcare brands often fail to address patients’ emotional journeys.

This disconnect is essentially a marketing problem because healthcare brands tend to focus their messaging on efficacy, product functionality and attributes, and benefits-at-use. Even examples from the healthcare industry that do address patient journeys fall into patient support categories that revolve around chronic disease areas, such as multiple sclerosis, cystic fibrosis, lupus, or rheumatoid arthritis. While aspects like functionality are important, they aren’t what create brand value.

From the earliest stages of consideration to eventual purchase, a patient’s experience with a brand shapes how she perceives its value. That’s why healthcare marketing is much more powerful when addressing the scope of patient emotions, experiences, and hurdles. In this way, brands ultimately create an experience that fosters engagement and delivers value much earlier in the patient journey."

Read more with PharmaLive