How Telemedicine is Changing Pharma Marketing

Many healthcare professionals (HCPs) viewed telehealth as a necessary evil in the face of a pandemic, but the reality is the use of this remote technology is a trend that COVID has only accelerated. Now that many hospitals and medical offices have offered telehealth for the past two years, most patients have no plans to return. In fact, 76% of those who have had a telehealth visit stated they would prefer to use it in the future.

This new exuberance for telehealth and telemedicine has led to an emergence of a new kind of pharma marketing. Here is how pharma has transformed in the face of telemedicine.

 

New Methods of Provider Engagement

Telehealth is not just changing the patient experience. It’s also transforming how healthcare providers are approaching their work. As a result, pharma marketing is shifting its approach to HCPs to ensure they have access to vital information even if they can’t or won’t meet with a pharma sales rep.

Pharma marketers are increasingly offering providers tech-enabled self-service choices to offer help virtually. By leveraging data, they are now creating personalized digital messages to provide them with the information they need.

 

DTC for Medication Delivery

As many consumers become accustomed to subscription models for most of their goods, they are also ready to embrace it for their medication.

The success of many new drugs has relied on the direct-to-consumer format. Patients are more likely to try medication that delivers a “concierge experience” to patients with medication sent directly to them.

Many pharmaceutical companies are finding compliant ways to improve medication delivery convenience. Some pharma companies offer free consultations and surveys to enable patients to skip doctor’s appointments to get the medication they need right away.

Marketers are now considering convenience as a motivator for patients. The DTC model is critical for keeping long-term customers happy and loyal.

 

Consumer Journey Maps

As consumers no longer follow the traditional patient journey, pharma marketers have to re-create their customer journey maps to build more effective touchpoints. From awareness to consideration to scheduling, each step requires thinking through what patients need and how they feel during that stage.

Not only are marketers rethinking the patient’s journey, but they also have to rethink the provider’s experience. By considering the experiences of the patient and provider, marketers can ensure that both have an educated discussion during the point of care.

 

Digital Content to Educate Patients

When patients leave a doctor’s office, they are often holding pamphlets and helpful information about their medication or disease that will help guide their decision-making. Brands are now creating digital content for physicians to share before, during, and after their telehealth visits. This move addresses the patient’s need to minimize clutter yet easily access to relevant information.

 

Embracing Direct Response Strategy

The days of spending millions on in-office messaging are over. Pharma marketers are rethinking their messaging channels as patients spend less time in a physical waiting room and more time waiting online.

Point-of-care messaging is quickly taking over as the newest customer channel to reach patients while they are getting ready for their doctor appointment. However, it may not be an easy task for marketers. With over 200 telehealth platforms, it's challenging to scale messaging across each one. However, many platforms offer messaging in virtual waiting rooms shared by users.

 

Telehealth has forced marketers to rethink their strategies, channels, and assumptions to reach generations of digital native patients. This channel offers marketers even more opportunities to connect and support patients, improve conversion rates, and enter new markets. Those who embrace these changes will gain an edge over the competition.

 

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Article Written by: Alex Brown