How Pharma Fuses Behavioral Science and Tech for Brand Marketing
MM&M featured a MicroMass’ case study for Atopic Dermatitis Insider in the September issue.
MicroMass EVP of strategy, Rob Peters and EVP, Health Behavior Group, Jessica Brueggeman offered their insights as to what made the Atopic Dermatitis Insider program successful for our clients. Atopic Dermatitis Insider is an evidence-based education and support program for people with a severe form of eczema.
“Patients with atopic dermatitis tend to normalize the impact of their condition,” says Peters. “They tend to accept the symptoms they have right now because the current treatments aren’t really enough to completely minimize the flares and the itching and rash they get.”
The insider program was designed to motivate patients to try something new to help manage their condition. The MicroMass’ approach was to focus on how patients felt about their condition and help them manage it more proactively.
One of the program’s central tools was a digital wellness wheel that urged patients to assess their satisfaction in different parts of their lives. This helped patients understand how atopic dermatitis affects their lives on a daily basis.
“It’s a technique health coaches use with patients. It helps them take a step back and look at different areas of their lives and their health more objectively,” says Brueggeman. “It gives them a more objective picture of how their life is being impacted by atopic dermatitis.”
The digital campaign offered techniques to help the patients learn distraction techniques to reduce the itching sensations. These distraction techniques included watching a calming video and listening to music, and also keeping a soft cloth in their pocket.
“We wanted to build [patients’] skills, so they could do distraction techniques anywhere,” Brueggeman said. The program also included mindfulness and relaxation techniques. And because the program went beyond disease awareness and education, and provided tools to the patients, healthcare providers were more likely to recommend the program to their patients.
“We can create a fantastic tool to be used at the point of care, but it’s most impactful when you pair that with other tactics and create an experience over time,” Brueggeman says. “Behavioral science lets us identify the very specific targets we need to address in order to accomplish that behavior change. It lets us create campaigns that are much more actionable.”