Engaging HCPs, Patients, and Caregivers to Shape Your Initiatives

Gaining Valuable Insights from Daily Interactions

Designing and implementing effective marketing programs starts with understanding what your customers need most. This knowledge will help you develop impactful and desired programs that customers seek out. The idea of including the “voice of the customer” (or VOC) has been around for many years, and is becoming standard practice when developing new initiatives and programs.

We live in exciting times and there are limitless new opportunities to interact with patients, caregivers, and healthcare providers. The challenge is to engage your customers quickly and to obtain meaningful insights. Some life science companies have experimented with using social media to reach patients and caregivers as a channel to understand their needs. This is a viable solution; however, with social media communications you lack “real-time” interactions and the ability to ask questions and probe for further understanding.

At PhoneScreen and AMAC we have been working with our life science company clients on a number of projects including tele-sales programs and patient support programs. One of the unforeseen benefits of these programs has been the ability to quickly gather insights on the needs and challenges of patients, caregivers, and healthcare providers in managing a disease-state or condition. These insights enable our clients (and us) to develop meaningful programs.

Our representatives speak directly with patients, caregivers, and healthcare providers each day. Through the course of these interactions they develop relationships that provide meaningful insights into what these audiences need. We take these insights, share them with our clients, and either integrate them into our existing programs or develop new initiatives.

Examples of how these insights have been leveraged into our programs include..

* Including new questions in our FAQ information
* Updating our call scripts to include information that is often asked
* Developing a resource sheet that is shared with patients and caregivers

Three tips I can share with you for success are…

1) Careful documentation of questions. We use our database technology to capture this information
2) On-going analysis on questions that are coming up. On a regular basis we look at the questions we are being asked
3) Act on the findings. We report our findings and provide recommendations to our clients for how we can act on these insights

How are you gathering insights and input from patients, caregivers, and healthcare providers? Are you using these insights to design more meaningful programs? Please share your experiences, successes, and challenges.

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