Multichannel marketing is all about consumer choice. In the case of Patient Support Services, multichannel marketing involves using a combination of personal and non-personal methods to interact with your patients, giving them a choice of channel in which to respond. These responses cover every step in the patient journey, from pre-diagnosis to post-treatment support. Your marketing organization, along with your brand leaders and agencies, need to align and optimize their efforts to better understand the patient and create a seamless patient experience.
Understanding the Patient
If you're not involved in the conversation, you can't begin to solve the patient's problems.
Multichannel marketing creates multiple touch points to interact with patients, in the ways they specifically prefer. By gathering these insights through multichannel patient support services you can better understand the patient and the patient journey - what motivates the patient, how the patient communicates and what the patient prefers when interacting with your brand.
Analyzing the responses you receive from patients via a variety of channels provides better insights into what the patient expects from your therapy; moreover, your brand can learn how to improve its product and messaging to improve patient adherence and attract new patients to your treatment.
By identifying which channels best serve certain groups of patients, you can optimize your patient support services to satisfy the needs of each particular niche market.
While many great examples of perfect pairings between channel and stops on the patient journey exist, here are a few that consistently work best.
Obtaining Insurance Coverage & Call Centers
Call centers can provide patients with counseling, insurance navigation, reimbursement support and consulting services. By offering a support hotline, pharma companies help onboard new patients more quickly and ensure their access to therapy.
Treatment & Social Media Experience
During treatment, many patients look to manage their lives while coping with their diagnosis. Today, more and more patients are turning to social media to find support from their friends, family and other patients. This makes social media presence incredibly important for pharma companies as it is a considerable touch point with the patient on a frequent basis. Brands may provide information and disease management tools via social channels, or simply act as a moderator for a peer-to-peer support forum.
Adherence & Mobile
With non-adherence estimated to cost $100-300 million in the US each year, brands constantly search for ways to encourage patients to stay on therapy. Mobile has emerged as a strong channel for reminding patients to take their medication and refill prescriptions. Some brands opt for a simple text messaging system, while others have developed adherence applications for mobile devices.
Creating a Seamless Experience
Are you seeking to streamline the overall process of multichannel marketing from copy development to field consumption? Every touch point your patient encounters with your company should provide a seamless experience across channels. For this to occur successfully, you will need enhanced strategies for channel integration. You want to ensure that a consistent, targeted message reaches the right patient at the right time.
By creating a seamless experience for the patient, each individual can have the same positive experience with your company regardless of the channel. You want to remain consistent across your digital assets including websites and social media presence. Additionally, you should strive to maintain this consistency throughout your more traditional channels like print, advertising and even through your sales force.
We've outlined the patient journey in this infographic. Download it to experience the journey from diagnosis to treatment and beyond. Leave a comment on your experiences with applying multichannel marketing to various stages in the patient journey.