[Full article: 2010 Outlook: Doom and Gloom For DTC? 10 Points for Winning with Patients, published in DTC Perspectives, December 2009]
Despite many gloomy predictions for DTC advertising and the pharma industry overall, there’s never been a better time for marketers to forward their brands and consumers’ lives with new thinking about what constitutes patient marketing in the 21st Century (DTC 21). Ten prescriptions can help improve focus and strengthen DTC efforts in 2010. Important media and technology trends are also “musts” to actively consider for those who want to bump impact and value.
- Adopt an updated definition for DTC that considers the full picture of how consumers will interpret and interact with a brand TODAY. This calls for attention beyond “big bang” marketing spends, and begs for identifying meaningful levers to drive education and growth. DTC is no longer just an awareness or acquisition vehicle to move “eyeballs” through a linear marketing funnel; it’s every influence and touch needed to bring new information and education, help convert, instill loyalty and inspire advocacy.
- Consider “long-tail” marketing; don’t be afraid to focus on smaller targets that matter. Long tail marketing has the potential to treat consumers as individuals with unique interests and needs.
- Go to your consumer–surround them where they get their facts, learn, and socialize. Today’s consumer is not looking for your marketing messages. Study after study points to both the growth of the Internet, and the fact that consumers and e-patients get their information from multiple sources. (The Social Life of Health Information – PEW Internet and American Life Project) Depending on your target, this suggests a mix of relevant touches and begs for the right combination of off line and on line media and social media tactics.
- Move beyond selling to engaging and providing meaningful marketing and value. Look for new ways to extend patient value, and support a more positive customer experience along each and every touch point. This also means giving consumers and e-patients what they are looking for and not just your “brand sell”. Engagement requires looking at each patient as a unique human being who, by the way, would “rather not e your customer” (After all, who wants to have a chronic condition and take medication for the trust of their life, whether it be your rand or a competitors?). Think hard how you might provide relevant value real-time, every time. To improve engagement, 6 C’s are crucial: 1) Content that is based on meaningful insights and provides context; 2) Customization via new ways to personalize treatment, process or support; 3) Conversation is encouraged for better service, learning and sharing: 4) Confidence is built with trust and transparency; 5) Community Connectedness – directly or indirectly- create your own, or better yet, tap into an existing one; and 6) Consistent Commitment is demonstrated to your customer base–no one shot deals here.
- Consumer power is a fact of life requiring brands and companies to walk and talk “patient-centered” – consumers are finely tuned to what’s valuable and authentic. Ask yourself one simple question over and over: Will this bring meaningful value to our patients?
- Keep your brand’s strategic core strong and grounded, despite the onslaught of messages and tactics, and the speed with which they require action. A strong core requires a compelling and relevant brand promise that focuses every strategy and tactic so they’re synergistic and supportive. The payoff is staying on message by protecting the brand from chasing every new, cool digital and new media tactic coming your way.
- Insist on elegant solutions that do more with less. Smaller budgets don’t negate innovation and may have just the opposite effect in spurring new thinking.
- Don’t overlook the details. While they may seem small and trivial, find out which are important to patients and their families. This can help instill better ROI efficiencies.
- Refresh brand metrics and measurement to drive current brand objectives and initiatives. Think beyond traditional reach and frequency measures and try to ensure a flow of metrics and measurement from beginning to end of the patient “buying process” for maximum learning.
- Be the best listeners in you category. Listen with vigilance, and act on learning across the organization. Listening, and what you do with your learning, is the responsibility of the entire organization. Be sure that each ‘tweet” or customer learning gets mapped back to a rightful “owner’ in the organization.
In 2010, important media, social platforms and technology trends can’t be neglected. Below are some helpful questions to ask as media and technology continue to quickly change (yes…an understatement!):
Pharma: Are you ready for 2010? Despite continued budget tightening and generic growth, and open areas such as health reform and FDA social media and web guidelines, it’s going to be a big year for those willing to step up and experiment with new ways of marketing and ‘not marketing’…What do you think?
Other Suggested Reading:
The Long Tail: Why the Future of Business Is Selling Less of More by Chris Anderson. Wikipedia’s summary of long tail here.
The Next Evolution of Marketing: Connect with your Customers by Marketing with Meaning by Bob Gilbreath, Bridge Worldwide
Pharma: Is Your Brand Patient Centered? 5 Critical Success Factors by Ellen Hoenig, MedAd News, November, 2009
Pharma: Is Your Marketing Designed to Engage and Educate or Sell? My book review of Listen First Sell Later by Bob Poole
Photo Credit: Courtney Justice/The Cournell Group