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Pharma’s presence in patient engagement solutions at the physician’s office has often been a hot topic for debate. Are physicians turned off to these products when they see pharma ads? Is there ever a case where pharma ads are acceptable? How do patients feel? You might be surprised…

Obviously, physicians’ opinions play a critical role in how PatientPoint® in-office solutions are developed, as we have to ensure they are actively using our platforms and find them helpful once in market. To find out more, we partnered with the Digital Health Coalition to conduct proprietary research into physicians’ attitudes and behaviors toward patient engagement technology.

The results demonstrate that patient engagement solutions at the point-of-care can provide pharma with an opportunity to drive better physician-patient discussions, insert their brand into those discussions and ultimately help educate on better treatment decisions. This is an unprecedented and unique ability to impact both audiences at that magic moment when treatment decisions are being made.

Physicians are actually excited

So how do physicians feel about having technology in their offices? To borrow from Tim McGraw, “they like it, they love it, they want some more of it.”

• In fact, 44% of physicians surveyed said they find new technology that engages patients exciting – and that they use it as much as they can. More than a third feel they need it to remain up-to-date.

Physicians want to be on the cutting edge of healthcare. They value new technology’s role in enhancing the patient experience and providing better information to their patients. The key is not technology just for technology’s sake – it has to help providers be more efficient or provide better care.

But that still leaves the question, “Are physicians comfortable with pharma being present at the point of care?” According to our recent research, the answer is: YES!

• When asked if they would be interested in receiving free digital engagement solutions that include highly contextual, tailored content along with pharma-branded advertising, three-quarters of surveyed physicians said they’d welcome it.

Note the emphasis on tailored content. Physicians are consumers as well as healthcare providers. Sticking ads in their office with no real benefit to them won’t sit well. However, when you leverage highly targeted, specialty-specific education, pharma brand messages are not seen as intrusive, but rather part of a personalized information package that helps providers and patients make better treatment decisions.

This is just a snippet of a broader study – and we are happy to share the learnings. 

You’re welcome to dive deeper into the study results by visiting http://patientpoint.com/resources/patient-engagement-technology/

Zen Chu, MD, of Accelerated Medical Ventures and senior lecturer at MIT Sloan School of Management, said “We’ve got so many new technologies and redesigned experiences impacting both the value we deliver and also the value patients are getting from healthcare.” A SWOT analysis shows that virtual reality (VR) is a novelty that will be become another successful communication marketing platform in the pharmaceutical mass media mix. From the assessment below, the benefits of the strengths and opportunities of VR marketing techniques substantially outweigh the challenges of the weaknesses and threats, which inevitably will decrease over time.

Strengths

Marketing approaches are enhanced with VR by providing more innovative information with immersive storytelling. Patients are exposed to the impacts of their medications by viewing colorful three-dimensional (3D) videos instead of reading dull, long-winded, monotonous drug information in black and white printed materials. The immersive Mechanism of Action (MOA) animation of VR is a full circle video experience with 3D images that provides narrative while stimulating the senses. Spatial audio allows patients to hear information emanating from all directions that result in a blended experience. In-depth sensory perception with VR creates empathy with an inspirational message that takes patients on a journey, captures their full attention, draws them into an encounter with pharmaceuticals, and coerces them into exploring their options while ensuring a memorable experience. Patients are motivated to become engaged with drugs in a resourceful way immediately after a VR pharmaceutical experience, which strengthens the value of VR as a marketing tool.

Weaknesses

Pharmaceutical marketers encounter challenges with the promotion of 3D imaginary visuals, the possible high cost of required equipment, an increase in manpower budgets and the subsequent lower marketing budgets and the lack of technology acceptance. Often times, VR marketers are confronted with the seemingly futile struggle to overcome the fantasy versus reality theme. 3D visuals bring the patient into a conceptual, fantasy world of a fictional environment as opposed to augmented realty (AR) which delivers a physical, real-world environment including sound, video, and graphics generated by computer technology. The cost of the necessary head gear can be expensive which could hinder marketing strategies that would promote it as an easily attainable communication vehicle. The patients’ perception is that it is not worth their investment of time and money considering the high probability of the insignificant value of 3D visuals that are not operational on such devices as iPads. VR campaigns necessitate more staff, such as artists, animators, and copywriters, which escalate the cost of manpower while decreasing the available funding for marketing efforts. Modern technology lacks human interaction in a manner that patients believe is detached and aloof. Simple, high-tech tools such as glasses lack warmth and are devoid of personal touch. Combining medicine with technology is regarded by some patients as standoffish and distant.

Opportunities

The promotion of products with branding, growth of empathy awareness through an imaginative experience, education, and training are all marketing opportunities that engage patients and doctors while increasing sales, drug compliance, and the number of new drug users. VR produces branding by supporting products that stimulate creativity and evoke senses which results in a unique, complete experience rather than merely a visual presentation. Empathy is built when doctors reaffirm to themselves that they chose their medical careers so they could positively influence humanity. VR serves as training and education for doctors with the optimistic outlook that any mistakes would occur during these simulated patient encounters and not in the real world. By presenting in videos the negative impacts on the quality of life with drug non-compliance, doctors are encouraged to prescribe certain therapeutic medications to keep patients on drug therapy for a longer period of time. This not only equates to improved health, but also an increase in sales and market penetration during growth and maturity drug cycles.

Threats

VR marketing strategies are susceptible to exposing the missing value or content, glossing over the specific benefits and risks of the drug, depicting non-compliance with the FDA, and focusing on a flashy fad. The VR experience is an entertaining simulation, but does not always include the requisite information. Striking graphics can overshadow the content. The patient remembers the glitzy presentation while recalling the data as lackluster. As one pharma marketing executive at Ferring Pharmaceuticals said, “Content is king and experience is queen.” Patients may lose interest in the health topic and be unable to identify the positive and negative impacts of the drug after viewing the video for only a few seconds if there is not an angle to keep them focused on the content. Messages are sometimes camouflaged by a great deal of pizzazz; however, they need to be a true representation of the drug that shows compliance with FDA approval and specific industry regulations. Many patients are under the impression that glasses can be easily replaced with the next innovation which may be less associated with a passing, showy toy, and more connected with a modest health apparatus that has longevity in the industry.

In summary, a SWOT analysis outlines the positives of VR pharmaceutical marketing which surpass the negatives. In the near future, challenges will be overcome in at least three ways:

1. The cost of equipment is decreasing as demand increases and less expensive, more sleekly designed head gear bursts onto the market;
2. Technology acceptance is growing immeasurably;
3. More value and content is being added.

Undoubtedly, VR is destined to become the newest, avant-garde media tool in pharma that will increase patient engagement and ROI exponentially while improving patient well-being.

References

Bell, J. (2018). Pharma wades into the world of virtual reality marketing. BioPharma Dive.

Best ways to use virtual and augmented reality for pharma. (2017). Viseven.

Champagne, D., Hung, A. and Leclerc, O. (2018). The road to digital success in pharma. Pharmaceuticals and Medical Products.

How is the pharma industry marketing today in 2018? (2018). #TrendTalks.

Senson, A. (2015). “Virtual reality in healthcare: where’s the innovation?” TechCrunch.

As Peter Drucker, renowned educator, management consultant, and author, said, “The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.” This mantra holds true with multicultural marketing in the pharmaceutical industry, especially with Hispanic and Latino populations. Successful pharmaceutical marketing amongst the Spanish groups should focus on providing personalized care to the right individual at the right time in the right place thereby expanding upon the basic tenet of the Affordable Care Act which reaches all Americans.

Below are a few cultural considerations that increase industry profits by positively impacting the development of strategies for pharma marketing to Hispanic and Latino consumers who experience customized care.

Family Dynamics vs. Individualism

• Group interdependence among family is at the center of the Hispanic world. Affiliation, cooperation, and group activities are weighted heavily as Latinos understand there is strength in numbers. Their health decisions rely on an extended family model and are typically made after consulting various family members. Opinions from adult children of the older generation are valued extensively. Pharma branding with marketing campaigns needs to be family-focused.

Imagery vs. Text

• In the Hispanic culture, a picture is worth a thousand words. Incorporating culturally embedded cues into pharma marketing that reflect attire, family values, symbols, ethics, rituals, traditions, material objects, and services in their culture, stimulate how these consumers respond to the pharma industry. Through this identification process both their self-image and confidence in pharma’s judgment of prescription medication is enhanced, resulting in a change in their attitude towards the brand and eventual increased brand acceptance.

Technology Media vs. Traditional Media

• In the past, it was widely believed that the only effective way to deliver Spanish-language pharma marketing messages was through traditional media, such as the television networks Telemundo and Univision. However, the newer generation of Hispanics on the go are not as interested in traditional media; they are more interested in smart phone technology and social media sites. One in three are the primary pharma decision makers as caregivers of an older generation of family household members and make their choices by engaging with technology media. They are three times more likely to use their smart phones to decide about pharma for themselves and other family members. Pharma marketing via technology media will soon become a leading strategy that is mandatory.

Fatalism vs. Optimism

• Many Latinos believe that destiny is predetermined and little can be done to change outcomes. For example, they may believe that death is inevitable after receiving a cancer diagnosis and also believe that any type of prescription drug cannot improve the chance of survival because it is out of their control. A Hispanic participant in a recent NIH study sorrowfully stated, “I worked with a person who had arthritis and was going to get cortisone but the last time she went to get it at the hospital, she didn’t return home. Instead, she went to the cemetery.” Pharma marketing must help Hispanics move beyond this mindset by reinforcing examples of positive outcomes in their culture with marketing campaigns targeted at patient support groups on social media, such as Facebook, that encourage pharmaceutical use to recover from an illness.

Natural Healing Remedies vs. Prescriptions

• Home remedies tend to be the first medicinal approach used in the Latino culture prior to visiting a medical professional. However, often times these home remedies are more detrimental than beneficial. For example, recently Hispanic parents treated their infant with star anise tea to cure colic, which resulted in the infant suffering from seizures and needing to be rushed to the emergency room at a Miami hospital. Pharma marketers should see this as a new opportunity to gain market share by targeting Latino consumers with public service announcements about the dangers of consuming natural healing remedies in lieu of advanced pharma medications with proven results.

High Power Distance vs. Low Power Distance

• Pharma marketing in the Spanish culture is impacted by high power distance because Hispanics conform to a hierarchy where everybody has a place in the world which needs no further justification. On the other hand, in a low power distance culture, inequalities of power between doctor and patient require further justification for acceptance. For example, when doctors prescribe a certain brand of medication to Latinos, often times the pharmaceutical is not questioned since the doctor is viewed as an authority figure not to be doubted for fear of appearing disrespectful. Pharma companies may gain a competitive advantage by providing guides to Hispanic patients describing the brand’s impact and side effects in plain, simple, straightforward, 3^rd grade level Spanish language for additional motivational encouragement to stay on a medication regimen with a specific brand.

In summary, minorities are increasingly becoming the new majority and the so-called “average” pharma consumer is now interacting on a complex and multidimensional landscape. Knowing the customer is most likely the single most important concept of a flourishing pharma market across cultures, and in particular with the Hispanic and Latino groups. This growing diversity has had a substantial economic impact as shown by an increase in pharma spending power that has significantly encouraged marketers to take into account various cultural characteristics when formulating a winning marketing strategy.

Resources

Barker, KK and Guzman, CEV. Pharmaceutical direct-to-consumer advertising and US Hispanic patient-consumers. Sociology of Health & Illness. 2015 Nov; 37(8):1337-51. doi: 10.1111/1467-9566.12314. Epub 2015 Aug 3.

Katz JN, Lyons N, Wolff LS, et al. Medical decision-making among Hispanics and non-Hispanic Whites with chronic back and knee pain: A qualitative study. BMC Musculoskeletal Disorders. 2011;12:78. doi:10.1186/1471-2474-12-78.

Pinedo, Diana. (2018). The state of multicultural marketing in 2018. Healthcare Success.

Multicultural marketing: Embrace the New Normal. (2016). PM360 Online.

The Case for Culturally Competent Health Marketing. (2016). Newlink America.

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Confused about point-of-care (POC) validation measures? I’m not surprised. The transparency and accountability of the POC channel remains a hot topic in the media; some are even calling POC one of the most misunderstood media spaces. I understand why, given every point of view  seems to report on a different “must-have” approach.

While there is no one right approach to POC validation, the bottom line is clear: It all comes down to trust and delivery. When choosing a POC provider to partner with, you not only have to ask whether you can trust the experience of this provider, but also whether they can substantiate with facts that you are indeed getting what you pay for.

Here’s a brief overview of the checks and balances PatientPoint® uses to guarantee client deliverables and ensure that trust remains at the center of all our client relationships.

Confirming the Reach is Real

There are two key components to reach verification: providing clients with a list of installed locations and healthcare professionals they are being billed for, and confirming that the POC program purchased is physically there and on. Every brand or agency has the right to this vital information.

PatientPoint has selected SK&A (now IQVIA) as its official arbiter for physicians practicing in a given location. SK&A contacts practices a minimum of every six months to refresh its database. PatientPoint also has a direct line of communication with SK&A to reconcile practice and provider data that doesn’t align. This ensures the most accurate and current data is sent to our clients at all times.

While PatientPoint has been doing physical audits for years, we’ve further elevated our standards, having SPAR and PlaceBridge/J. Knipper take our entire list of installed offices and conduct a physical in-person audit across a statistically valid sample. As an additional action step, we also have the Alliance for Audited Media (AAM) certify the digital device counts we provide to our client partners.

Digital confirmation of device counts across 100% of our installed offices + physical audit verification = information you can trust.

Delivering the Data Behind Your Digital Ad Play

PatientPoint has invested significant capital into a digital signage platform that enables us to capture and track every client ad played in a physician’s office – even if the content is cached. That’s not an easy feat, and we’re proud of our efforts to ensure this can happen. AAM certifies our digital ad play reports we share with clients, and our platform also supports API integration, allowing access to and integration with third parties designated by our agencies or clients.

Validating Script Volume

PatientPoint pioneered the evaluation of POC using script lift data versus CPMs more than 15 years ago. We meet upfront with client research experts to gain alignment on methodology before executing a campaign study. While Symphony is our primary supplier, we have also worked with IMS and Crossix to evaluate our programs. To avoid any concerns surrounding manipulation of results, Symphony can forward results directly to clients and participate in meetings on results of PatientPoint programs.

Moving the Industry Forward

This is just an overview of the standards PatientPoint has in place to ensure clients’ trust and confidence remain in not only PatientPoint, but the entire POC channel. While news about POC transparency and accountability will continue to surround those companies trying to make up time for breach of trust, PatientPoint will demonstrate and deliver the reach and results we’ve always said we would. There’s a saying that it takes years to build up trust and only one moment to lose it. I’ve never forgotten that, and neither has PatientPoint.

I welcome the opportunity to speak with you personally regarding PatientPoint or all things point of care. Please connect with me at linda.ruschau@patientpoint.com or (513) 936-3549.

The theme of this month’s newsletter is consumer trends. Here’s a recent one worth talking about: According to new research, consumer trust in pharma has hit a new low, dropping 13 points from 51% to 38%.

How can an industry that does so much good have such low credibility? Listen to patient testimonials in focus groups and those that are seeking treatment are incredibly appreciative of their prescribed treatment — especially when it allows them to breathe easier, or control their sugar levels, or prevent a heart attack. So why the drop? According to the research, the high cost of healthcare was partly to blame. Most respondents also said they believed pharma companies put profits ahead of patients.

This latter sentiment uncovers a real need for pharma brands to discover new, more personal ways to connect with patients. 68% of consumers said they would trust a pharma company more if it also provided them with information, tools, and support to help them manage their disease.

So let’s give the patients what they want! This doesn’t require a complete overhaul of your current marketing strategy; rather, brands can identify the right engagement opportunities where refined messaging will resonate most with patients — both inside the physician’s office and out. Promote the patient savings programs to make your drug affordable; explain the how and why of how your drug works in easy-to-understand terms (if regulatory will allow you!).

Putting the focus on the patient first, offering information, and resources throughout his or her care journey that helps them better understand their own condition, more effectively talk to their doctor and more easily find and follow the right treatments, is exactly what is needed to start to turn this trend around.

Point-of-care platforms are already providing patients and caregivers with disease-specific education and information in the waiting room, exam room, and beyond. Take advantage of these channels and feature accompanying content to show you empathize with patients and are truly a trusted partner in their care.

While trends are transitory, we can’t afford to ignore these perceptions of our industry. We all know the good work we’re doing to help patients live better, healthier lives. This research, however, should serve as an important reminder that we could be doing even more to show patients that their best interests are truly at the center of everything we do.