Pharmaceutical Executive September 15, 2021
Mari, a 45-year-old woman who has just begun her treatment for diabetes, receives an invitation to a patient support group as well as meal planning tools. Ralph, who has been on his medication for nearly a year, gets information about a program that could lower his out-of-pocket costs. And Aarav, who is concerned that his therapies may no longer be working effectively, is offered a symptom tracker and compliance tips.
These are examples of empathetic and meaningful brand engagement that pharmaceutical leaders strive to deliver to customers throughout their patient journey. But what customers often receive instead are disconnected, one-off interactions that don’t meet their specific needs, and don’t promote long-term relationships or ongoing dialogues with their pharmaceutical providers.
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