Behaviour Change & The Patient Journey
Improving healthcare outcomes begins with behaviour change. MM&M’s “4 Trends With The Potential To Change Behaviour In Patient Journey” tackles the latest patient-centric strategies that take pharma marketing beyond the pill. In developing their communication strategies, marketers must be willing to go beyond the traditional ‘lecturing’ style that pharma marketing has taken on and delve into understanding the nitty gritty of people’s behaviours, biologies, and beliefs.
In shifting away from declarative “do something” campaigns to something more impactful, pharma marketers need to understand the psychological tenets influencing patient behaviour. Learning how to engage patients in changing their behavioural habits takes marketers one step closer to seeing the improvement in healthcare outcomes they strive to achieve. As the trend in healthcare reimbursement shifts from “fee-for-service” to an “outcomes-based” model, a stronger emphasis on deconstructing the psyche of patients should be considered when developing marketing campaigns and support programs aimed at improving healthcare outcomes.