This intersection is creating unprecedented challenges and unique opportunities. They also need to get into a test-and-learn mode to experiment until they find what works with those stakeholders. Accordingly, in those moments, consumers expect brands to address their needs with real-time relevance.
Mobile has forever changed how consumers make decisions. Thanks to mobile devices, micro-moments can happen anytime, anywhere. The implication for marketers, particularly since few if any pharma marketers have developed attribution models that incorporate all types of micro-moments, is that they need to get comfortable placing lots of small bets based upon their understanding of stakeholders and their behaviors.
Walgreens jumped on the micro-moments opportunity to engage consumers InWalgreens recognized the need to appeal to customers through digital channels. The old pharma business model worked something like this: These intent-rich moments are when decisions are made or preferences shaped.
These moments have become the new battleground for brands. A quick search informed Giana that the smaller, more expensive treatment also worked faster, and as a result, Giana ended up buying it. As smartphones become more ubiquitous, so too has the instant availability of information on every topic imaginable.
As consumers rely more heavily on mobile, web sessions are getting shorter and more frequent,9 and, as a result, consumers make more informed decisions faster. This story illustrates a broader trend: Walgreens understood the power of the app in connecting with customers at the times they needed Walgreens the most, thus building brand loyalty that would maximize the value of each customer.
This has inspired, and perhaps required, more patients to act like true healthcare consumers, making more conscious choices and trade-offs about coverage, care, and costs. Essentially, the responsibility shifted to consumers to manage their retirement plans, with similar consequences as consumers sought out tools and information to help with college savings planning, asset allocation, and mutual-fund screeners.
This shift mirrors that which occurred in the retirement-planning industry about 20 years ago when pensions gave way to k plans.
Patients and medical professionals have embraced a variety of digital resources, from apps and websites to other services, to expedite and enrich the diagnosis, treatment, and delivery of healthcare services and pharmaceuticals.
There are several key drivers of this adoption: Those that are slow to adapt risk being pulled into a race to the bottom, scrambling for market share with increased rebates and growing sales expense. It was effective, predictable, and fairly easy to manage.
The pharmaceutical companies that embrace this new world will find rewards not only in market share and profitability, but also in patient outcomes.
Given that HCPs are busy making care-related decisions and holding discussions with patients during the day, it is crucial that pharma companies deliver access to content or opportunities to engage with HCPs at the times when HCPs need assistance most.
Google and Decision Resources Group conducted an online survey of more than 1, practicing U. Teams need to look at: Micro-moments are those moments when we turn to a device to act on a need we have in that moment.
Most doctors are now employed by large institutions, many of which are making changes to clinical practices. Take, for example, this video of Giana, a consumer searching for a fever sore medication at her local pharmacy.Patients and physicians (and the rest of the world) have embraced digital tools for learning and connecting with one another; the pharmaceutical industry’s commercial and marketing strategies need to follow.Download