Creating Social-First Marketing Solutions for Onboarding Healthcare Partners: A New Strategy to Look Into by Pharma Companies

In recent times, several Indian pharmaceutical companies have launched patient awareness campaigns aimed at addressing public health issues and enhancing patient education. Here are some notable examples:

Abbott launched a campaign called "Chakkar Ko Check Kar" to raise awareness about vertigo and encourage people to seek treatment.

GSK India: In August 2024, GSK India launched a "Yeh Science Hai" campaign featuring Amitabh Bachchan and Manoj Pahwa. This campaign focuses on raising awareness about shingles and encouraging the prevention of the condition, especially among older adults. The campaign highlights the importance of vaccination with GSK’s Shingrix, designed for adults aged 50 and above.

Emcure Pharmaceuticals: Emcure initiated the "Unmask Anemia" campaign in February 2024 to increase awareness around iron deficiency anaemia, a condition affecting many Indian women. This campaign, supported by Twinkle Khanna, encourages women to take an online self-assessment test and learn more about the symptoms and risks associated with anaemia. The campaign targets improving screening, diagnosis, and treatment for anaemia, which remains prevalent among Indian women.

Why do you think these pharma companies created patient awareness campaigns? Pharmaceutical companies create patient awareness campaigns to influence healthcare partners (HCPs) for several strategic reasons. Some of them as per my understanding and interactions with some well-known Brand analysts:

7 Ways Pharma Patient Campaigns Impact HCP Prescribing Behavior and Healthcare Outcomes

1. Empowering Patients

Informed patients are more likely to discuss their conditions and treatment options with HCPs. By raising awareness about specific diseases or treatments, pharma companies encourage patients to ask about particular therapies, which, in turn, drives HCPs to consider prescribing those treatments.

2. Improved Treatment Outcomes

Better-educated patients often adhere more effectively to treatment plans. Awareness campaigns help patients understand the importance of following medical advice, which can lead to better health outcomes and reflect positively on the HCPs involved in their care.

3. Shifting HCP-Prescribing Behavior

When patients proactively ask about a treatment or therapy after seeing a campaign, HCPs may be more inclined to prescribe it. This patient-driven demand indirectly influences the prescribing habits of healthcare professionals, potentially increasing the market share of the company’s products.

4. Building Trust and Relationships with HCPs

Patient education campaigns provide an opportunity for pharma companies to position themselves as trusted partners in healthcare. By focusing on patient well-being, they build credibility, which strengthens their relationships with HCPs.

5. Addressing Knowledge Gaps

Certain diseases or treatment options might be under-discussed in clinical settings. Awareness campaigns bring these topics to the forefront, prompting HCPs to consider newer or more innovative therapies, especially if patients bring them up during consultations.

6. Supporting Compliance and Adherence

By educating patients on their conditions and treatment adherence, campaigns help reduce the burden on HCPs. This contributes to better long-term outcomes, which aligns with the HCP’s goal of providing quality care.

7. Regulatory Constraints on Direct Promotion

In some regions, there are regulatory restrictions on direct-to-HCP promotion. Patient awareness campaigns offer an indirect route to increase product awareness and influence HCPs without crossing regulatory boundaries.

By creating these campaigns, pharma companies are not only raising awareness but also subtly shaping the healthcare landscape in ways that benefit both patients and healthcare providers.