Solutions Series: Getting the Right Message to the Right Patients with Activation & Education Campaigns

In this series, we explain how we offer solutions to some of the biggest challenges pharma faces in different areas of digital health. In this post, we focus on running effective patient activation and education campaigns that have a measurable?impact

• Pharma faces challenges when running patient education and activation campaigns, making it difficult to run campaigns that have a measurable impact
• Targeting, measurability, compliance, and engagement are a handful of the barriers that are regularly discussed with our pharma partners
• Read how the MyTherapy Campaign Engine has been designed to solve the specific challenges pharma faces when running patient-facing campaigns

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In this “Solutions Series” of blog posts, we look at the most common issues we hear from our pharma partners regarding different digital initiatives and how we solve them with our MyTherapy platform. In this post, read how we solve the most common issues pharma faces when it comes to patient activation and education campaigns, including how we help pharma reach the target patient populations, measure impact, and create engaging and compliant content.

5 Challenges Pharma Faces for Patient Activation & Education – And the Solutions

Pharma’s problem: “We are unable to target patient populations accurately.”

The solution:?The number one problem we have heard in our discussions with pharma partners over the years when it comes to running content campaigns is that reaching the target patient populations is extremely difficult. Many ad platforms through which content campaigns can be promoted, such as Google Ads, make targeting based on healthcare information understandably restricted. As a result, many vendors running content campaigns on behalf of pharma run broad campaigns, with the majority of impressions reaching people outside of the target audience.

We designed our MyTherapy Campaign Engine with the primary intention of addressing this issue for pharma partners. By pushing notifications to groups of MyTherapy users based on anonymous data, such as the reminders they have scheduled, we can reach patient populations far more accurately. This is entirely compliant and done in a manner that protects users’ privacy. We can run in-app campaigns alongside more typical web campaigns, the latter of which benefits from performance marketing techniques such as retargeting.

This combination helps pharma reach its target audience for patient activation and education campaigns with greater accuracy, helping generate the maximum impact from the campaign budget.

Speak to us about using the MyTherapy Campaign Engine to power your patient activation and education campaigns Get in touch

Pharma’s problem: “We cannot measure the impact of content campaigns.”

The solution: When it comes to measuring impact, the MyTherapy Campaign Engine contains other mechanisms designed to help pharma understand the real-world results of an activation and education campaign. One such mechanism is to run in-app surveys before, during, and after campaigns to measure the influence of a campaign.

An example of this was a campaign we ran for a pharma partner designed to raise awareness of a particular vaccination among vulnerable patient populations. The results of the surveys we ran as part of the campaign revealed that respondents who had engaged with content showed a far greater inclination to get vaccinated than those who had not. This type of feedback can be gathered with multi-question surveys or with a single question “widget” that can be embedded in content, the latter of which is particularly powerful for generating a high response rate.

Similarly, we can observe user behavior in the MyTherapy app to validate impact; for example, by analyzing whether the percentage of users with reminders scheduled for a particular type of medication increases throughout the course of and after an awareness campaign.

We work with partners on a case-by-case basis to identify the desired impact of any given campaign, how that impact can be achieved using the MyTherapy Campaign Engine, and how the impact can be verified using the range of tools we have available within the MyTherapy app.

Pharma’s problem: “We are concerned about compliance issues for Rx content campaigns.”

The solution: Another common concern we hear from pharma when it comes to running Rx campaigns is that of compliance. Discussing advertising platforms and performance marketing methods naturally raises the question of whether such campaigns fall foul of advertising restrictions in markets around the world.

Our solution to this lies in having an in-house editorial team consisting of experts with years of experience in the field of medical writing. In particular, we have a clear understanding of what is involved in Medical, Legal, and Regulatory (MLR) reviews and conduct pre-review checks to make the process as smooth and efficient as possible.

We ensure that the information used in campaigns is factual and educational and does not stray into the field of promotional content.

To read the rest of the article and find out which other problems can be overcome by powering campaigns using the MyTherapy Campaign Engine, visit our blog by clicking here.