Empowering Pharma Through Targeted Patient Relationship Management

By: Rick Evans, Sr Product Manager

In the competitive world of pharmaceuticals, broad advertising campaigns often fall short of delivering the desired results. Pharma marketers are increasingly recognizing the need for a more targeted approach, one that focuses on delivering the right message to the right person at the right time through their preferred channels. This strategy not only enhances patient engagement but also drives better care outcomes.

Meeting Patients Throughout Their Care Journey

One key element of a targeted marketing approach is meeting patients at various stages of their care journey. From initial diagnosis to treatment and follow-up care, it’s crucial to provide consistent and relevant communication that supports patients throughout their healthcare experience.

With the help of health systems and payers, pharma marketers can leverage patient data to understand individual needs and preferences. According to a study by Edelman, 81% of consumers believe that brands can act as effective connectors by appealing to a diverse range of customers. A patient recently diagnosed with a chronic condition may require detailed educational materials and reassurance, while someone in the maintenance phase may benefit from reminders and motivational messages to stay on track with their treatment plan.

Building and Maintaining Relationships with Patients

Building strong relationships with patients is essential for long-term success in pharmaceutical marketing. This goes beyond the initial point of contact; it involves continuous engagement that fosters trust and loyalty. By understanding the specific needs and concerns of each patient, marketers can tailor their communications to provide value and support.

Personalized communication is key to relationship-building. According to a report by Epsilon, 80% of consumers are more likely to do business with a company if it offers personalized experiences. Using patient data, pharmaceutical marketers can send customized messages that address individual concerns, answer questions, and provide relevant updates. Whether it’s through emails, SMS, or personalized web content, maintaining an ongoing dialogue helps keep patients informed and engaged¹.

Persistent, Data Driven Interactions

Data-driven interactions are at the heart of a targeted marketing approach. By analyzing patient data, pharmaceutical marketers can gain insights into behaviors, preferences, and treatment adherence patterns. This information enables them to craft messages that resonate on a personal level.

Persistent engagement is also crucial. Regular touchpoints ensure that patients feel supported throughout their healthcare journey. For instance, sending appointment reminders, medication refill alerts, and wellness tips can help keep patients on track and reduce the risk of non-compliance. Research indicates that non-adherence to medication costs the U.S. healthcare system approximately $300 billion annually and is responsible for 125,000 deaths each year².

Moreover, leveraging advanced technologies like AI and machine learning can enhance data-driven interactions. These tools can answer patient inquiries and provide preferences, allowing for even more precise targeting. For example, Iris TeleVox’s AI-powered assistant can answer patient questions relating to their care plan and notify and assist in setting up their next appointments with personalized messages and support.