Creating advertisements that are more focused on patients and centered around their needs has been a priority for many pharmaceutical companies as patients throughout the healthcare industry strive to become more involved in their health. A major aspect of being successful at this task is establishing marketing campaigns that assure customers that the businesses' intentions are sincere and are genuinely concerned with those who purchase their products instead of the sales they generate.
According to a recent poll, most customers in the U.S. feel that their pharma companies are too invested in prices and money versus providing consumers with drugs that are going to help them maintain or regain their health. It's important that pharma businesses take this into account when creating new promotions, making a point to show their customers that the money they get from consumers isn't their main priority.
Poll shows pharma needs to increase sincerity of ads
The 2015 Kaiser Health Tracking poll conducted by the Kaiser Family Foundation showed that around 74 percent of Americans believed that pharma companies give off the vibe that they're more interested in their profits rather than the people they're selling to.
"The public thinks that drug companies are too focused on profits and not concerned with helping people," Bianca DiJulio, associate director for the public opinion and survey research program at the Kaiser Family Foundation, told Medical Marketing and Media magazine. "They also recognized the role that drugs play in improving health."
A total of 62 percent of respondents agreed that medications were enhancing the health of the country's population. Another 42 percent also felt that the medications that were developed within the last 20 years have contributed to making the lives of Americans better. However, 75 percent of respondents felt that the drugmakers across the industry also tend to place more importance on profits than people.
The other major finding that the poll highlighted was that most Americans think the government should have a say in the prices of medications on behalf of Medicare enrollees. In addition, many poll participants thought that drugmakers should release information that explains how they determine the prices for the medications they put on the market. The poll showed 85 percent thought that this explanation should be included with the release of all new drugs.
Pharma companies can learn a lot from these findings. It's essential that they're focusing on establishing patient-centered advertisements, as these will appeal more to their target audiences. While all consumers expect the businesses they buy from to put them at the center of their marketing campaigns, this is true for millennial consumers in particular. This is the age group that has started the healthcare industry's era of patient engagement, so developing promotions that show them that they matter is essential to creating ads that are going to garner the best response rates.
Steps to creating more patient-centric marketing campaigns
One of the most effective strategies to establishing ads that speak to consumers who are looking to get more involved with their health is developing an interactive platform that enables communication between pharma companies and their customers. Social media is an effective place to promote a brand and its products, as this gives customers the chance to view videos and respond to posts. It's a good idea for companies to have someone there to respond to comments and opinions in a timely fashion so those viewing their pages feel that they're really being listened to.
Making ads that customers can relate to is also important, as consumers will respond better to promotions that go above and beyond in developing a marketing campaign that viewers can trust. For example, businesses can use stories from real people who used their products as a way of promoting each medication instead of simply listing information and benefits. Storytelling is in high demand from patients, as introducing a personal aspect to pharma advertisements helps make brands appear more trustworthy and credible.
Doing the appropriate research is crucial to understanding the patients pharma companies are selling to. Consumers will be able to tell if the businesses they're investing in don't have a clear understanding of what they're looking for. Listening to patients and asking for feedback is the best way to learn from consumer behavior.