Pharma Marketers Focus on Pills, Patient Opinion Leaders Focus on Support | Pharmabook |

Panel at ePharma West: Market Research from Patient Opinion Leaders

Moderator: Russ Fetteroff, (@digitalbulldog), Senior Vice President of Innovation, WEGO Health
Panelists: Mike Lawson, (@mrmikelawson), Type I Diabetes Health Activist and Britt Johnson (@HurtBlogger), Rheumatoid Arthritis and Migraine Health Activist
Russ outlined the pharma translation of CRM:
Ensure patients get off to a successful start with their medicationsHelp patients understand how their medication worksSupport patients in taking their medication as prescribedCreate and ongoing personal relationship with patients
Meanwhile Britt and Mike spoke about:
Copay assistance cards are the number one patient need in the online communityDoctor’s recommendations are key to patients trusting pharma resourcesOnline patient advocates paid by pharma may lose the trust of their followersPrograms that inundate patients with glossy mailers, text messages, email and phone calls may be overwhelming.  Pharma CRM programs should allow patients to decide how they want to receive communicationsA call to Britt from an Abbott nurse was an excellent example of patient focus by a companyCompanies should include patients early in app developmentMike Lawson also discussed how videos can be very helpful, noting that he learned to test his blood glucose on YouTube

Via Celine Sportisse