Direct To Patient Campaign Analysis

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Anatomy Of A Direct To Patient Awareness Campaign That Drives Demand

Now-a-days healthcare companies have more than doctors to win over—patient satisfaction is now tied directly to compensation, there's a growing number of decision makers in the C-suite, and there are also providers and payers to consider. The pressure is not on the companies to perform—it's on the brands. Because of this shift, when our clients come to us wanting a go-to-market strategy or decide they want to drive awareness by setting up a direct to patient (DTP) campaign, our main focus is on creating a strategy that empowers their patients. When you can inform, educate and ultimately empower patients to take charge of their own health, your chances of motivating them to …show more content…
Direct to consumer (DTC) is used to reach and inform consumers who might not know they have a certain condition and ultimately should help inform them that there are specific treatment options available to them.
Direct to patient (DTP) is used to reach patients who are already aware of their condition and are currently being treated for it. Ultimately when setting up a DTP campaign, your end goal is to influence your patients to either continue using your product or to switch to the product you are advertising.
What An Effective DTP Awareness Campaign …show more content…
How do they refer to the product category? How do they describe their symptoms or condition? In order to resonate with patients, you need to be able to speak their language. Your messaging is going to set the tone for your entire campaign, so make sure your research has been thorough. Being able to prove the company understands the patient and is capable of reaching them regardless of what words they use to describe your product or category is paramount. For example, during our research for Kimberly-Clark Health Care’s I-FLOW* product, a medical device for non-narcotic post-op pain relief, we found that the company was calling it a “Post-Op Pain Relief System” on their website. However, social listening data shined light on other words patients were using to describe the product, such as, “pain pump,” a “pain ball,” and a “pain buster.” If their messaging only referred to the product as a pain relief system, it might have missed out on a large group of patients who were searching for any of those other
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