A Spotlight On Patient-Provider Dialogue

July 2, 2019

Andi Weiss, Lead Behaviorist, Partnerships and Advocacy; recently wrote an article for BioPharmaDive on patient-provider dialogue. She breaks down the importance of including behavioral science techniques into marketing campaigns and how it can improve patient and brand outcomes.

Here’s what she had to say:
  • Poor communication leads to a multitude of issues which affect decision-making, satisfaction, and treatment non-adherence. Product knowledge is not enough to effectively build those communication skills. If pharma companies want to empower patients and accelerate their brands, behavioral science can be the answer. 
  • Behavioral science goes beyond information-based approaches and provides a road map to change behavior and improve communication. Evidence-based techniques from behavioral science and health psychology can be applied to marketing tactics to overcome communication barriers. 
Andi also answers questions about common patient beliefs, behavioral science techniques, and patient motivations. How can patient-provider communication be improved?
  • The key to improving outcomes and enacting lasting change is to start with patients. Meeting them where they are and addressing their barriers is integral to understanding which techniques to implement into tactics.
How can patient beliefs, motivations, and skills be addressed in your marketing plan?
  • Behavioral science is not a one-off tactic. This overarching approach builds the foundation for improving the patient experience and increasing brand success. These techniques can be incorporated into brand websites, call centers, and in-office tools– among many other assets. 
  • Pharma should view the patient and the provider as a unit, a team that makes decisions together based on productive exchanges of information. 
MicroMass uses evidence-based behavioral strategies that can help accomplish brand objectives, increase patient satisfaction, deliver greater value to customers, and facilitate better patient outcomes.
See the difference.  Read the full piece here.