Thanks to genetic profiling and molecular diagnostics, in the last 10 years, we have gained a greater understanding of genetic predictors of disease, have increased our ability for early detection of diseases, and have evaluated the effectiveness of targeted therapy for an individual with a specific disease.
Over the next 10 years, we will continue to see pharma companies shifting away from the one-size-fits-all drug paradigm to a more personalized approach — and our marketing efforts should, too.
As healthcare providers and their patients fully accept personalized medicine, they are also desiring (and sometimes even demanding) that communications from pharma marketers be personalized as well.
At Brandkarma, we have always believed that if your strategic plan is based on communicating to everyone, you often end up convincing no one. Whether it is segmenting patients who are on treatment or researching treatment when they first visit your website — or developing distinct selling messages for interactive iPad-based sales tools for specific audiences, such as specialists, primary care physicians, and physician’s assistants— they must feel that you and your brand truly understand them and their unique needs. We always start that process by answering three key questions:
1. What unique problem can we solve?
2. What drives them both emotionally and rationally?
3. Where is the best place to meet them and start a conversation?
We have more tools now than ever — particularly digital tools — that allow us to bring healthcare providers, patients, and consumers (who are potential patients) to us by going to them. To be effective, we need to relegate and manage the dialogue between healthcare professionals and patients, as well as your brand. By communicating in ways that resonate strongly because they are more personal and more relevant, we ultimately compel them to take action, change their behavior, and choose one brand over another.
RELATED TOPICS
Ken is a great deal more than just the president of a medical communications company. He is something of a hybrid. He’s part marketing manager, part creative director, and part copywriter. To the chagrin of his peers—but to the delight of his clients—Ken is a consummate perfectionist. As a former creative director for a high-end consumer agency, he challenged his creative teams to go beyond the mundane to produce work with real creative impact, something he’s just as fervent about today. From producing and directing TV commercials, to launching DTC and Rx-to-OTC switches, Ken brings his clients a world of experience in OTC pharmaceuticals as well as business, lifestyle, and high-end consumer products and services. Whether huddled with clients behind a mirror in a market research center in Houston, facilitating a strategic workshop in Madrid, or developing a global campaign either in the New Jersey or California office, Ken is always fully engaged, bringing “bestness” to all areas of his hectic but full life.
