2. The individual customer approach in focus
Pharmaceutical manufacturers and online providers of health products can only succeed in truly customer-oriented customer communication if they provide their customers with the right information at the right time. Data-Driven UX helps to identify needs and to react to them with concrete measures. In addition to social media communication and ad tracking, this also includes the personalized newsletter, which has wrongly fallen out of sight of the communication departments. Current news from the healthcare market, exercise tips that match the individual clinical picture or a compact overview of information for doctor-patient communication: Useful newsletters address the recipient personally and can therefore ensure that they feel understood in terms of an optimal customer experience. An individual customer approach also includes personal advice. As soon as questions arise that cannot be covered with the information provided digitally or if there is uncertainty, the customer seeks direct contact with the expert. Until a few years ago, he found this mainly in the stationary pharmacy he trusted. In the meantime, however, there are also digital ways of advising customers personally, for example via video chats.
3. Content platforms & communities for exchange and information
In order to get answers to specific questions, to exchange ideas with like-minded people and experts or to be inspired, patients are increasingly turning to topic-specific platforms or becoming part of a community. Whether Gentlemen+ or #meinbuntesleben - with the help of this type of digital offer, manufacturers have the opportunity to offer patients an appropriate forum under their brand umbrella and to support them with advice and action. This applies in particular to the OTC area. But even with prescription products, chronic diseases and other difficult health issues, content platforms and communities such as “The K-Word” positively address patients through inspiring lifestyle topics or convey a real sense of belonging. They are also suitable for a scientific exchange with specialists, general practitioners and pharmacists.
Those who consistently align their communication with the needs of the patients will be perceived as preferential by them. And ultimately benefit yourself.
The author: Sven Korhummel has been one of the two managing partners of the digital agency Cyperfection, Ludwigshafen, for 25 years.