Is It Possible For Pharma To Be Truly Patient-centric?

Broken light bulb as symbol of thoughtless or problem in thinking concept

There are certain catchphrases that float around the pharmaceutical marketing community that become the “term du jour.” NPP (non-personal promotion) is one that immediately comes to mind. It’s typically defined as anything delivered to the physician that doesn’t go through the rep. But really, don’t we want all of our communications to be personal?

My recent favorite: When brands and companies say their focus is on being “patient-centric.” But what does that really mean? That you’re no longer going to sell to physicians, but rather to patients? Or that you’re going to make patients’ needs the priority over healthcare professionals’ needs? Or that your focus is no longer going to be on what your brand’s needs are (to sell more product) but rather what patients’ needs are (to get well)? Read the full article at MM&M’s Website.

Zoe Dunn
Zoe Dunn, President and CEO of Hale Advisors, is a digital marketing and communications specialist with over twenty years of experience in the field. She has extensive experience in both the agency and commercial marketing side of the pharmaceutical, medical devices, and biotech industries.

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