For a long time, pharmaceutical marketers are wondering but have less opportunities to know:
· Users with different physical signs have different preferences when using apps. For example, women with a BMI greater than 24 spent less time using the Red than normal-weight women, while overweight men spent more time in Bilibili.
· Among GLP-1 diabetes medicine users, more than 40% patients’ online behaviors explicitly show their needs of losing weight.
· There are significant differences in the effect of patient education among different types of KOLs. After a product exposed by the videos of Non-HCP KOLs, the proportion of users who actively viewed and searched for it online within the following month was about 0.5%, while it can go as high as 5% if by HCP KOLs.
Now all these insights on patients could be easily harvested with the help of a disruptively innovative data product, Patient Prism.
On January 11th, Illuminera officially launched its first data product for the consumerization of healthcare—Patient Prism. It helps pharmaceutical companies
· find out patients’ information source,
· identify their pain points and demand trends,
· obtain patient profiles
· track industry landscape and competitor intelligence in market education
· improve the efficiency of patient education in multiple channels.
The data product will strongly support and guide pharmaceutical companies to locate suitable channels to reach target patients, devise effective content strategies, and increase marketing ROI fundamentally.
Consumerization is nowadays becoming a new trend in the pharmaceutical industry. On one hand, companies and brands are accelerating their business model transformation to cater to the needs of patients. They continue to expand the retail channels outside the hospital and explore efficient ways to respond to patients' needs through multiple channels. On the other hand, the emerging patients’ self-conscience on their own health demands more for high-quality medicines and services, and in the meantime they have get easier and faster information access to information from various health information platforms.
However, in the process of promoting the consumerization of healthcare, major pharmaceutical companies have to face not only the potential and opportunities, but also many pitfalls and hurdles.
· Who are your patients? What are the clinical and non-clinical features of patients?
· Where are your patients? What channels do patients use to learn about disease-related information?
· What do the patients need? What are the pain points of disease treatment and medication?
· How can patients be effectively influenced? How to evaluate the effectiveness of disease education?
· How to track changes in patient mindset? How to continuously update patient insights and optimize patient education performance?
Based on the cross-touchpoints data collection capability of Ghawar, an Illuminera's big data platform, and the solid experience of the GROWTHX team in both FMCG and pharmaceutical industries, the newly launched Patient Prism is able to integrate the omnichannel online exposure data of disease and drug related information, and patients’ intentional behavior data compliantly, provide solid patient insights for pharmaceutical companies to co-create forward-looking and innovative strategies, and enhance the core competitiveness outside the traditional hospital-centered market.
Comprising 2 modules of Patient Demand Scanner and Patient Education Radar, Patient Prism helps pharmaceutical companies to secure data including keywords that patients often search for, the popularity of a certain disease or product, the major information channels, classification of patient needs, patient profiles. Accurate data such as platform & touch point deep dive of disease related information, appealing content and formats, popular ingredients and brands, and patient education effect would be also available with the help of Patient Prism.
Output Samples of Demand Scanner
Output Samples of Patient Education Radar
Scan the QRcode to get more details about Patient Prism
For more information, please contact:
faye.tang@illuminera.com
aaron.guo@illuminera.com
marketing@illuminera.com
