Businesses in every industry today are looking to amplify the customer experience through next-generation technologies. Pharmaceutical brands are no different, and they’re leveraging mobile technology as a way to enhance and grow the patient experience.
By introducing mobile into their programs, pharmaceutical brands are able to accomplish three key things to help build business growth: 1) Acquire more customers; 2) increase patient adherence activity; and 3) track patient behavior through analytics.
Customer Acquisition Strategies
Pharmaceutical brands are always looking for effective customer acquisition strategies, particularly during the pre-qualification process. Mobile messaging and mobile wallet enable these brands to do so, while also reducing barriers to entry and also striving for program distribution that is nearly 100%.
Why is this possible? Mobile programs do not require a physical card during the enrollment process for co-pay programs. Digital replaces the physical card, and with the penetration and usage rates for mobile these days, the customer will always have the digital card with them.
The physical card, however, still has a role. Physicians and pharmacies can use the physical card to create initial awareness in the office and to foster questions and a healthy dialogue between patient and physician. Program benefits may be discussed as well, and the physical card may be used as a way to educate patients and consumers on the ease of enrollment.
Increased Adherence Activity
Mobile enables higher adherence rates. In fact, patients are more likely to engage in first and subsequent fills via a mobile program. According to the American Medical Association, mobile SMS messaging (text) nearly doubles the chances of medication adherence. Regarding secondary fill rates, SMS has proven to be up to 250% more effective than email, delivering a higher rate of prescription refill and purchase.
Mobile also fosters an educational environment between physicians, contact centers, and patients. With mobile integration, patients can receive access to everything from digital support resources such as videos, tutorials, tips, and FAQs, to one-on-one live chat support with the online customer care center.
Analytics for Program ROI & Reporting
Mobile enables a unique level of measurement and tracking to draw insights into the program and allows for real-time optimizations, driving results and ROI. Brand managers and marketers have greater power over the effectiveness of each campaign. Performance can be tracked across channels and can expose gaps and drop-offs in order to increase conversions.
The analytics gleaned from patient use and effectiveness can serve as the foundation of critical market research that internal teams can study for future program evolutions. The understanding of intra-campaign trends and patterns—analyzed in real-time—can offer insight into specific campaign pivots that can be executed to lift campaign effectiveness and program ROI.
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Margie Kupfer
Vice President, Marketing at 3Cinteractive
