Pharma thinking beyond the pill
Times are changing; Pharma companies are becoming more humane in their approach. They are now really working towards connecting and engaging with their consumers at a much deeper level. Technology has truly enabled pharma to take one step further and engage with patients in a much better and consistent manner. I have three great examples of how Pharma is truly focusing on patient centricity by the use of technology and beautifully integrating it with their overall marketing strategies.
The first example is of a famous Biopharmaceutical company investing in the launch of a rare disease website:
Shire biopharmaceutical has launched an awareness website for hereditary angioedema (HAE) as part of its Me, Not HAE campaign. The site allows patients with HAE to share inspirational stories and messages. A rare and life-threatening genetic condition, HAE affects about 1 in 10,000 to 1 in 50,000 people, with symptoms including unpredictable swelling in various parts of the body including the extremities, face, abdomen and upper airways.
The second example is of BoehringerIngelheim which has launched iPhone app for patients on Gilotrif (BI’s cancer drug)
The app offers treatment guide for those taking its cancer drug, it also includes branded information about Gilotrif and on what to expect during treatment with the drug. The app, which doesn\’t yet appear to be available in an Android version, also provides \’discussion topics\’ for a patient\’s visits to their doctor and links to patient support sites. Launched in the US in 2013, Gilotrif was Boehringer\’s first cancer drug to reach the market following FDA approval for its use in non-small cell lung cancer (NSCLC) with common epidermal growth factor receptor (EGFR) mutations.
The third example is of Leo pharma. It is one of the pharma companies which has become a very socially-active.
In a short time LEO Pharma has the most active Social Media profiles, whether those be its blog, or accounts on Google Plus, Twitter, Facebook, YouTube, Linkedin or Pinterest – it is also the first Spain pharma company to have an Instagram profile. They had recently won the Premios ASPID award for their #DescubreLaPsoriasis (#DiscoverThePsoriasis) social media campaign. The objective behind this campaign was to increase the awareness of Psoriasis so that people who suffer from this disease could feel better understood by society. The three key highlights of their messaging were: psoriasis is not contagious; psoriasis affects 2 out of every 100 people; and psoriasis is a chronical disease, but it can be controlled. As a result of their efforts, the campaign became viral on various social media networks and reached 11 million people, had more than 6,000 photos and videos published, had 60,000 user interactions and received 30,000 video views.