WEGO Health VP of Business Development, Laurel Netolicky, was recently asked by PM360 to weigh in on what patients value most, especially in the era of COVID-19. Touching on themes such as having a seat at the table to help shape DTC plans, trial design, and being a part of all phases of the product lifecycle, Laurel’s expertise lends some great insights to pharma marketers as we enter brand planning season. Check out this preview below, or click the link below to read the full article on PM360.com with insights from Laurel and other industry leaders.
“Patients want to see authentic, trustworthy content from pharma companies. For ad campaigns to be successful, they should be built in partnership with real patients. Pharma companies already face an uphill battle being under strict regulatory constraints limiting their creative ability. We hear time and again from the members of our network of patient leaders that a pharma message must be transparent, useful for patients, and emotional to make an impact. The messaging must also be in a language that patients can understand.
In a recent survey, WEGO Health asked more than 300 patients from dozens of health conditions, “What are the top three types of information or support resources from a pharmaceutical company that are most valuable to chronic care patients?” The findings revealed that 98.5% want to learn more about help paying for medications followed by medication management at 82.5%. Yet, when asked how aware patients are of the financial support services provided by pharmaceutical companies, 61% shared that they are either “not at all aware” or “only somewhat aware” of these services.”