Patients Want Digital from Pharma

New surveSWakdfhkadjfy data released by Accenture found that more than 75% of consumers expect drug companies to provide additional services that complement their medical products.

Digital platforms are frequently mentioned as the preferred method of contact. Sixty-nine percent of respondents said they’d prefer information from pharma companies via email, followed by printed materials (66%), websites (48%), mobile apps (44%) and social media (38%). Print media made the list, though patients have made it clear that they are seeking resources through digital channels.

Of interest to marketers, the data show that 64% of patients are willing to trade personal information to get free, relevant content. Not only should we engage around this opportunity, this indicates that marketers can achieve access to more customer data in order to personalize information to each patient’s needs. And digital expands opportunities to track outcomes and tailor content to the individual.

Consumers want more tools to manage their healthcare. If we’re really moving into an age where “an app a day can keep the doctor away,” then we must address this need to make valuable tools available to patients.

Read the full Accenture report here.

  • Sam Welch

    A veteran marketer of some of the world’s most recognizable names in healthcare, Sam brings a broad perspective to communications as Global Group President for Discovery Chicago, Razorfish Healthware and the Saatchi & Saatchi Health brand families. Agency offerings include professional promotion, consumer communications, branding, customer relationship management, digital promotion, and government affairs. Previous roles within PHCG include President of Saatchi & Saatchi Healthcare Communications Group in the U.S. and Chief Operating Officer of PHCG. Sam serves on the board of The Child Center of NY, an organization dedicated to serving at-risk youth through education, counseling, and youth development services.