The COVID-19 outbreak has affected how people seek healthcare, across all disease states. This pandemic has also impacted how immunocompromised individuals, older citizens, and caregivers behave with HCPs. Many pharma companies are questioning their role in this pandemic and re-evaluating their current marketing strategies.
Below is a brief overview of options pharma companies can execute in the short term that will address these imminent concerns and help establish a stronger foundation of communication for longer-term marketing goals.
Please contact your account lead to discuss how we can help your brand(s) navigate this quickly evolving landscape.
Digitizing assets into PDFs is a quick win. Deciding on where they should live requires strategic input from your marketing teams. It could be a hidden link hosted on your website (not searchable or public) that houses all of the PDFs. You can also distribute this link via emails sent to interested parties like HCPs, patients/caregivers, and advocacy organizations.
Your brand’s onboarding process may require a nurse to walk the patient/caregiver through the administration process, or go in detail about how to monitor the patient’s progress after their initial dose. However detailed the onboarding process, you can record the process via a self-guided presentation leveraging existing assets, or develop a chapterized video that is customized with prompts during the video.
Your patients and caregivers may limit (or be limited to) how often they see their HCPs and/or nurses. You have to evaluate what type of information you need your patients/caregivers to receive and ensure there are other options available to them.
AI-powered chatbots that live on a website or textbots that can be accessed via phone can help a user understand your brand’s value proposition and provide a more conversational, personalized experience.
Chatbots might require more lead times for launch because of regulatory approvals tied to your brand’s website, but there are no additional costs to developing the chatbot. A script (similar to a call script) is developed and then uploaded into an AI-powered Natural Language Processor platform like Dialogue Flow (Google Open Source technology that powers chatbots, voice skills, and call centers).
Textbots have a similar development process but do not live on a website. They can be launched through a texting service like Twilio and once the script is approved, the texting service can launch immediately. There are nominal fees incurred, such as procuring a short code for someone to use in order to access the service on their phone (eg, text “COVID-19” to “692-692” for updates) and the individual texts (on average $.0075 per text).
Patients and caregivers no longer have access to HCPs or nurses to help answers questions about treatment options or care. They will turn to the internet to fulfill their queries, and you can’t control what information they consume on a third-party site. Providing the convenience and customized conversation of an AI-powered textbot or chatbot will support patients/caregivers’ journey while considering treatment and/or starting/undergoing treatment.
If your brand already has a Facebook page but hasn’t empowered 2-way engagement, or if you haven’t explored social media platforms — now is the time to evaluate where they fit into your marketing plan. The longer people stay isolated, the more they seek connection and information through their peers on social media platforms like Facebook and Instagram.
Creating Facebook ads is a quick win for any brand; an upgrade would be enabling 2-way engagement so that people can comment on your ads and you can respond to questions patients/caregivers may have about their condition and how it might be impacted by COVID-19.
There is still very little information about how COVID-19 affects current diseases. Misinformation is rampant, especially on social media. You have the opportunity to control the narrative and provide a level of support that is quick and sensitive to patients’ needs.
Just because a conference is canceled, doesn’t mean that’s a lost opportunity for your brand’s presence. People still need to hear your information, as long as you provide it in a subtle, less intrusive manner.