PERSPECTIVES

Chris Crichton and the team at 5th Finger think a lot about adherence. It’s not about how to get the patient to take the next pill. It’s about how to increase health and wellness and – at the end of the day – see happy, health patients confidently living their lives.

We all know the stats on this one: 31% don’t fill their prescribed medication. 50% of us don’t take our medication as prescribed. It costs the U.S. healthcare system $290 billion each year.

Why? Well, that leads us to a lot of finger pointing. It costs too much. Or, I forgot. We hear those excuses and push out a coupon or a reminder.

GSK started just that way: with a reminder system that expanded to a mobile couponing strategy.

Merck has gone bigger, creating an app that includes transactional reminders, but also emotional support and tips:

But, it’s companies like Lap Band that are really innovating – using mobile to truly support patients:

But, there’s more opportunity still to use this incredibly personal device to change lives.

It starts with recognizing how unique the people we’re trying to reach really are. Their demographics, personality, how long they’ve used the medication, etc., impact and change what they need from our brands. At one point, it might be education or motivation; at another, emotional or financial support.

We can use mobile to foster new kinds of brand connections with unique and changing people:

1. Tailor the interaction, making it truly personal
2. Listen and respond (for example, let people trying to quit smoking tell you when they need support or have an urge)
3. Connect people with one another, creating a personal care group
4. Adapt how we communicate over time or as the person’s needs change

Chris rolled those ideas and opportunities up into a simple set of best practices that should guide any mobile strategy:

We welcome your comments and will be continuing the conversation beyond this week’s conference.

This post is a recap from Digital Pharma East with commentary from the iQ team members in attendance. Digital Pharma East is a 4 day conference that features digital marketers from pharma companies around the globe highlighting their experience and case studies on digital marketing in the pharma and healthcare industries.