Biopharma has no lack of touchpoints to optimize engagement with its most important stakeholders. Yet the industry is lagging behind in leveraging those crucial points of the customer journey to meet stakeholders where they are. Below are just five smart moves that biopharma can make to improve the customer experience and innovate successfully.
Rethink engagement, experiences and relationships
It’s time to question the effectiveness of pharmaceutical engagement with its stakeholders. The 15th Annual eyeforpharma Summit (March 14-16 in Barcelona) poses the questions*: “What’s stopping us from being patient-centric? Is it laziness? Or…is it simply too difficult to give up control?”
The same organization recently partnered with The Health Perspectives Group** to review the state of direct-to-consumer (DTC) advertising in North America. They concluded that pharma companies are still overly reliant on TV advertising blitzes and have under invested in authentic patient-centered stories delivered via digital channels. This addiction to old-school push marketing has inflated DTC spending, yet has led to a decline in DTC ad awareness and patient pull-through. How can an industry with such strong scientific roots and talent get it so wrong?
Take advantage of the new digital realities
Unclear guidance from regulatory agencies has led to genuine industry-wide caution when activating digital channels. However, this doesn’t explain a drop in digital pharma advertising spending (excluding search) in the US from 2015 to 2016. Digital shyness can’t be the result of resource constraints because TV, radio, magazine and radio ad spending all increased during this same period.
What’s more, new drug applications (NDAs) are back to record highs, so the industry has a great innovation story to tell. And the mobile app surge continues even though most branded and unbranded health apps have few users. Meanwhile, companies are struggling to reorient and redeploy sales forces to take advantage of the new digital realities. We are in a post-iPad world, where the rep and account manager can be curators of targeted and relevant digital content. Yet biopharma still uses outmoded recall and share-of-voice metrics when gauging detail effectiveness.
Innovate from a new playbook
To paraphrase the futurist William Gibson: The future is already here, it’s just not widely distributed. Plenty of pioneering examples within and outside the biopharma industry heed some basic principles:
- Build experience around the patient and customer, not around the product – beyond the pill can be more than a cliché.
- Don’t rely on digital as a medium for pushing branded messages; rather, use it as an opportunity to connect in a two-way conversation.
- Don’t try to exert too much control as a marketer because you are no longer in control – instead engage, reward, nurture and adapt.
- Look outside our industry for great examples of enduring customer engagement and consumer-centricity – especially when developing unbranded ways of engaging.
- Upgrade your multichannel marketing content – multichannel marketing requires multichannel content and multichannel measurements. For example, upgrade sales force effectiveness programs with multichannel modules.
Draw from examples from pharma pioneers
There are plenty of success stories such as AbbVie’s patient access programs, Novartis’ real-world psoriasis patient stories (fueled by the largest-ever global survey of PsO patients in over 30 countries) and Otsuka’s fusion of traditional and digital therapies. These are just a few of the pioneers that will gather at eyeforpharma in Barcelona in March to share the best and brightest ideas for engagement with patients and customers.
Join us at eyeforpharma Barcelona in March
Join the dialogue as we exchange ideas for advancing the art and science of customer engagement. I will be hosting the Digital Transformation and Customer Engagement tracks on Day 2 of the conference, Wednesday, March 15.
If biopharma makes these five smart moves, they will have the tools to innovate through richer relationships with a breadth of stakeholders, by embracing the new digital reality and by continuing the transformative dialogue on customer engagement.
The conversation continues outside of the conference. We invite you to join us for a meeting onsite anytime during the eyeforpharma program, or be our guest for a special dinner where you can meet other industry peers.
Join us Wednesday, March 15 at OneOcean Club, overlooking the beautiful Barcelona marina
Schedule a meeting and join us for dinner at OneOcean
Not going to Barcelona? Just click here to pre-register for GfK’s post-conference briefing sharing the best and brightest ideas from Barcelona.
*Chairman comments in program for 15th Annual eyeforpharma Barcelona Summit
**The Great DTC Shake-up: Patient perspectives on direct-to-consumer advertising