How life sciences firms can support patient education

How life sciences firms can support patient education

Information is the key for life sciences firms and insurance payers striving to connect with physicians. Marketing and sales representatives have to capture the attention of medical professionals with extensive details about products and upcoming events. Organizations form productive relationships by segmenting communications based on accurate business intelligence and directing messages with current contact information.

Doctors are most interested in finding ways to treat their patients more effectively and help them to carry on healthier lives. That makes patient education an especially powerful way of building positive relationships with healthcare providers. Like all aspects of a physician email marketing campaign, organizations get the best results out of educational initiatives by acting strategically and providing high-quality information in appealing formats.

Tailor materials to the audience

"Patients may learn best from different sources."

Specific patients may learn best from different sources and may possess varied levels of understanding when it comes to clinical research. Healthcare providers who are looking to optimize treatment adherence generally benefit from having a few different options for patient education readily available. Life sciences firms can help by providing a range of informative materials about their products and related topics, including websites, print brochures and online videos.

As MM&M noted, patient education efforts are moving away from a top-down model of conveying information. Overly stiff and formal approaches may turn off audiences who have become accustomed to doing their own research and communicating online.

As a result, marketing teams are instead looking for opportunities to create customized experiences and inviting their audiences to take part in communities of people living with similar conditions. Life sciences organizations can make their informative materials more interesting and empowering by focusing on how individuals can contribute to their own well-being. Websites that allow them to develop a personalized treatment plan or participate in a forum could be vital aspects of a patient communications strategy.

Get the message to the right people

Engaging with healthcare providers requires businesses to stand out among the crowd. Physicians often have packed schedules and use a mobile device to skim through inboxes packed with emails in between appointments. A carefully directed, strategic medical email marketing campaign increases the chances that professionals will take the time to read an initial message, eventually going on to examine and share patient education materials.

To make that initial contact, organizations need a database of up-to-date contact information for healthcare providers, but that's just the start. Further details, such as a doctor's area of specialization, institutional affiliation and patient demographics are major assets when determining what products and educational materials might be relevant to them. Segmentation allows firms to send communications to the right medical professionals and bring them information that directly benefits the communities they serve.

Marketers and salespeople can deepen segmentation and make collateral more immediately useful by taking advantage of treatment insights. Data drawn from insurance claims reveals what conditions medical professionals encounter most frequently and the techniques or products they routinely use. Armed with this intelligence, marketers can present doctors with websites and brochures that touch directly on the issues that concern them and their patients. 

Man wearing smart watch.Wearable devices are poised to change patient education.

Embrace the potential of digital health

Advancing technology has opened up new possibilities for mobile health, telemedicine and personalized care. While regulations governing electronic health records, privacy restrictions and technical limitations often limit the implementation of these approaches, they are nonetheless essential to the future of patient education.

The findings from the HealthLink Dimensions Annual Healthcare Professional Communication Reports reveal that providers have a burgeoning interest in using wearable devices to achieve better patient outcomes. Physicians see these devices as tools to motivate and empower patients, making them fuller participants in their own care. Meanwhile, the information provided by mobile apps could be useful for keeping tabs on chronic conditions and encouraging compliance with medication regimens.

As doctors and hospitals strive to achieve the best results from value-based care, mobile technology will become an increasingly crucial factor, a Strategy& report predicted. Along with providing personalized guidance to patients and passing along useful data for doctors, devices will make it simpler to connect users with educational materials and online communities. The movement toward digital healthcare creates opportunities for physicians and life sciences firms to collaborate on enhancing patients' understanding of their conditions and treatment.