The Road Ahead: 2020 Lessons and 2021 Predictions

We entered 2020 with our predictions and plans, never imagining that a global pandemic would change everything within a few short months. It led us down a road on an unexpected journey, challenging the healthcare system, the pharmaceutical industry, and humanity beyond measure.

After what the world experienced this past year, it feels bullish to make predictions while still in the path of the storm. It does, however, feel appropriate and, dare I say, even necessary, to reflect and take inventory of the lessons we have learned and how these lessons can help us predict what’s to come in the new year.

The Lesson: A Walk in Their Shoes

If I asked you to complete the phrase, “2020 has been….”, I undoubtedly would get mostly negative statements—some of them likely pretty crass. But despite all the negative, 2020 has been the year that the world took a humbling walk in the shoes of the chronic care patient. A year that deepened empathy and understanding toward the most vulnerable of us.

As an industry and individually, we navigated health uncertainty, feelings of isolation, and many common frustrations that chronic care patients regularly faced long before COVID-19 was a staple in our daily vocabulary.

Chronic care patients often share that there are two phases to their healthcare journey: “the before” and “the after” diagnosis. The frustration of longing for the before and the living in the after is a push and pull we all now recognize and empathize with having experienced a pandemic.

We now recognize the many things we took for granted in “the before” and understand how different those things may look in “the after.” We understand this experience will fundamentally change the way life looks moving forward.

We can also empathize with isolation. While many of us have lived our lives free from isolation, many chronic care patients have not been so fortunate and were quarantining and self-isolating out of necessity before it was “cool”.

And of course, living our lives with our mind constantly running risk analysis around our health is something we can draw parallels to. “Is going to the store really worth risking my health?” or “should I call the doctor or are these just symptoms of a common cold?” These once lightly made decisions take on a new meaning today.

The Prediction:

What this means for marketers is that we have a newfound sense of empathy and understanding of the patients we all serve. In 2021, we predict that empathetic messaging in healthcare marketing will accelerate and trend.

The Lesson: The Telehealth Tidal Wave

The telehealth train was coming long before the onset of COVID-19 and, as with many other facets of digital adoption, we saw the pandemic as the great accelerator.

In 2018, we surveyed the WEGO Health Patient Leader Network and about 1 in 5 (22%) of Patient Leaders had tried telehealth. Fast forward to 2020 and WEGO Health’s recent research in partnership with the Digital Health Coalition showed that 4 in 10 Patient Leaders utilized telehealth before the pandemic, and 9 in 10 have increased their telehealth utilization since the onset of COVID-19.

We are seeing pharma brands begin to leverage telehealth in a number of ways, from digitally providing educational information and patient-provider telehealth visits to full-on brand launches like that of Imvexxy with telehealth as the main prescription driver.

Digital technologies such as wearables have also increased exponentially, but patient desires in this area are still very practical in nature—the strongest for medication management and self-monitoring tools.

The Prediction:

The rapid adoption and development acceleration of digital technologies is just the beginning. We predict that 2021 will see an increase in strategic partnerships incorporating telehealth and digital technologies into the “patient experience,” with many more brands like Imvexxy partnering with Patient Influencers to spread the word. These partnerships and technologies provide the additional value patients are seeking and also help to strengthen adherence.

The Lesson: A New Day for the PSA

No, we’re not talking about prostate-specific-antigen levels (those are important too), but the good old fashioned public service announcement. While some conditions like HIV have been leveraging PSA’s for consumers for years, we haven’t seen them adopted by the industry in masse.

But 2020 brought a new style of PSA: the “Don’t Neglect Your Health” PSA. We saw television, digital, and social media marketing geared toward encouraging patients to continue to go to their doctors’ appointments and stay on their therapies.

From AstraZeneca “New Normal Same Cancer”

We have even seen industry thought leaders and scientists embracing hot new channels like TikTok as an opportunity to reach people to dispel misinformation and spread public safety awareness around the COVID-19 vaccine and science.

In my [humble] opinion, there has always been a lack of messaging as it relates to adherence coming from pharmaceutical manufacturers. With a staggering 50% of Americans not taking their medications as prescribed, “medication non-adherence” leads to preventable deaths and increased costs to the system.

In the patient community, we see a much higher emphasis on adherence messaging as Patient Influencers understand their power to drive patient behavior. Studies show that patients who receive peer-to-peer support services are more empowered and educated, and as a result, are able to make better healthcare choices and access resources that reduce the barriers to care.

The Prediction:

There is an opportunity for the pharmaceutical industry to partner with patients and HCP’s to continue to spread awareness and reinforce the value of keeping doctors’ appointments, staying on therapy, and managing mental health long after COVID-19 is in the rearview. This is a “hopeful” prediction of ours because, in this digital era, health ownership has never been more important.

The Lesson: A Brave New Virtual World

And we thought we were virtual before 2020! We have to look back and chuckle at our naive selves. HCP marketing, consumer marketing, product launches, and conferences and events all experienced rapid digital transformation.

Within a few short months, we’ve seen brands embracing new technology and partnerships that were years in the making, and the traditional rep-model has been flipped on its head.

Of course, many of these changes were a long time coming with COVID-19 again functioning as the great accelerator. But the question remains, “what ‘normal’ will we return to when this pandemic ends?”

A recent FiercePharma article stated (and we agree), there is no going back. When it comes to in-person promotion, an August 2020 Accenture survey found that 87% of HCP’s want either all virtual or a mix of virtual and in-person meetings after the pandemic ends. As a former pharma rep, I can say from experience in the field that this particular shift was a long time coming.

And the rep model was not the only major change. With nearly all in-person events (both industry and patient-facing) brought to a halt in 2020, the pharmaceutical industry has had to pivot like never before as it relates to both internal and external events.

While we miss in-person events, we also recognize that there is one person that virtual events work really well for—the chronically ill patient. In the past, to attend an in-person summit we would see patients have to move mountains to travel and exhaust themselves in a weekend with a nonstop, action-packed agenda. With many events becoming virtual in 2020, it provided the opportunity for patients who ordinarily could not travel to attend.

And to that point, we also saw a rise in patient webinars in the industry. In a WEGO Health survey conducted in April 2020, when asked what virtual solutions patients’ were seeking from pharma companies, 41% of patients shared that educational webinars were important to them.

We have seen more brands successfully executing webinars, “live” events, and forums utilizing social media and other digital platforms that allow patients to connect with one another and the community seems to be enjoying this new normal.

The Prediction:

While we know there is value in in-person events that is difficult to replicate virtually, we also predict this trend will continue to grow stronger far beyond 2021. The savviest of brands will tap into patients to design, execute, and help promote their virtual events to truly incorporate the patient voice in every digital moment that they are engaging with their audience.

The Lesson: The Year of the Patient Influencer

In 2020, life as we knew it was put on pause. The world turned to social media for information, as a form of escape, and to stay connected. Healthcare queries topped all other searches, and with studio content creation brought to a halt, patient influencers took center stage.

In a recent quarterly landscape survey, WEGO Health learned that 85% of patients are receptive to branded patient influencer marketing. Patients shared that the top considerations in branded campaigns were not the patient influencer’s reach, but their authenticity and transparency.

In the same survey, we found that patients had a greater trust in patient influencers over lifestyle influencers and that patient influencers have a greater influence in medication research over lifestyle influencers.

The Prediction:

While we don’t anticipate celebrity influencers or endorsers going away, we do anticipate more of a mix of influencers across the board in healthcare—including physicians!

With more receptive patients, we’re also seeing more pharma brands dip their toes into the influencer marketing waters. In a recent webinar produced by our team, over 50% of pharma marketers and agencies polled said they were either already testing influencer marketing or planning to do so in 2021. Of those same participants, 2 in 3 said they intended to partner with a mix of patient influencers (nano to mega) in 2021.

We predict this adoption will accelerate, and if done with an emphasis on authenticity, we also anticipate a rise in patient trust as a welcome secondary result.

The Lesson: All Eyes on Inequality & Health Disparities

Not that long ago, health inequality and disparities were the elephants in the room, taking an uncomfortable place under the rug in the healthcare conversation.

But with black and brown communities falling victim to COVID-19 at disproportionately higher rates coupled with horrific events of systemic racism like the murders of George Floyd and Breonna Taylor, the industry began to open its eyes to the problems we face.

While telehealth adoption rates skyrocket, how will this impact an already daunting digital divide? In a world with “no child left behind,” what about the patient? Patients are being forced to become more accountable for their outcomes, and while some are swimming, others are sinking.

The good news is that, as an industry, we are starting to have these difficult conversations. We are seeing a rapid rise in senior-level Diversity & Inclusion roles within pharmaceutical companies and agencies. We are also seeing a rise in pharma and agency advertising and promotion of D&I to the public.

With movements like Insulin For All and organizations like BLKHLTH finally gaining momentum and a place in the spotlight after years of tireless work, 2020 saw the industry step up in bigger ways than ever before.

The Prediction:

While strides are being made, there is still much work to be done. and we predict that the industry will continue this important work in 2021 and beyond.

The Lesson: Spotlight on Science

Having spent the better part of my career in this industry, I have always known the amazing things that this industry is capable of. This year, the rest of the world got to see.

We watched as pharma companies developed, studied, and gained approval for two COVID-19 vaccines in an unprecedented timeframe with unprecedented efficacy. We watched as scientists and healthcare professionals worked around the clock, their faces scarred with bruising from the masks they wore all in an effort to save lives. We watched as our loved ones suffered, were isolated, and some were buried, as a result of a healthcare pandemic that we as a society never saw coming.

COVID-19 put a spotlight on science and the healthcare industry like never before, and the world got to see the vital work that pharmaceutical companies do.

There has been conflicting research in 2020 to assess how COVID-19 has affected patient trust with Harris Poll research looking optimistic and recent Takeda research skewing more negative. While research is never apples to apples, it does help us to identify trends that are important for the industry.

While WEGO Health research showed that patient trust was relatively split, we did learn one important factor: patients who partner with pharma companies have a greater tendency to hold higher opinions and more trust in the companies with which they work. Gaining a glimpse behind industry walls helps patients to see that we’re all patients and people, with common goals and emotions.

The Prediction:

We predict that we will continue to see a rise in patient trust in the pharma industry in 2021 and beyond. Starting with influencers as an early barometer, trickling down to the patient population as a whole.

The industry has an opportunity to harness this momentum, and we predict that they will through making progress in diversity and inclusion, collaboration with patients, and empathetic messaging.

“Change is inevitable. Evolution, however, is optional.” – Tony Robbins

We look forward to what 2021 will bring for our industry!

6 Best Practices for Working with Patients on Creating Content

If you’re not creating content for your brand that features real patients, you need to be. Beyond the well-documented need for authentic content, marketing materials featuring patients are proven to resonate more with target audiences than materials featuring traditional stock photography. Many pharmaceutical companies are starting to grasp this idea, if only on a small scale. For example, GlaxoSmithKline’s ViiV recently launched a partnership with Shutterstock featuring free-to-download images of real HIV patients living their best lives in order to help dispel the use of stereotypes in marketing for the condition.

As more brands begin to adopt these trust-building marketing practices, it’s important to note that there are a few rules of the road when working with patients to create content and ensure a positive experience for both brand and patient. Here are six of WEGO Health’s tips to help brands start these initiatives off right.

1. Ensure your recruitment criteria for patients are rock-solid.

Once you know the type of patient you’d like to work with for your initiative (e.g., age, gender, diagnosis), you and your teams can focus on the right patient for the job.

2. Clarity is key.

You want to eliminate any confusion the patient you are working with may have. Your goal is to make sure the patient you’re working with to create custom content fully understands your program and its goals. It will build brand rapport with the patient and also build trust, resulting in even stronger content.

3. Authentic content only.

Keep the content’s style in-line with what the influencer usually publishes; otherwise, you risk the content being poorly received by the influencer’s audience. If it feels out of place from what users organically see, it sticks out like a sore thumb, and it may have the opposite of the intended, trust-building effect. For example, if you force a patient who is not an actor to read a script in order to appease MLR, it’s going to be clumsy, awkward and stale. There’s prolific value in UG-style content where patients speak as if conversing with a friend over coffee—not struggling in front of a teleprompter.

4. Do your research.

Or be prepared to start from scratch. Take the time to learn about the audience you hope to reach. Invest in truly understanding their wants and needs from pharmaceutical companies. This means having conversations directly with patients, not assuming what their challenges may be. Is it support resources? Is it real patient videos? What messaging resonates most with them? If you are taking the time, effort, and resources to create content featuring patients, take additional time to ensure the content you’re creating is what your audience needs. If you’re unsure where to start, WEGO Health offers patient insights programs to help get you connected and informed.

5. Be flexible with timelines.

I know, not an ideal tip, but when working with patients (especially if those who have a complicated diagnosis), you need to be flexible. For instance, a symptom of lupus is severe fatigue. A lupus patient may be a day late returning content due to a flare, and you should be prepared by factoring in extra days to your timeline to be conservative. This is not always the case, but something to keep in mind.

6. Compensate patients for their time.

This seems obvious, but you’d be surprised that some companies are unable to do so and others don’t consider it a factor when building a project budget. Exposure for patients is not payment. To ensure patients take your program seriously and produce their best work, they need to know they are being treated fairly by being compensated for their time, insights and expertise. Be sure to set aside some budget for patient compensation.

Pharmaceutical companies still battle significant distrust from patients and patient communities, but brand teams work hard to break through. Building trust through meaningful relationships and engagements with real patients is a step in the right direction. By including custom content featuring patients in your marketing campaigns and a campaign narrative written in collaboration with real patients, you’ve already taken that first step, and maybe a few more. It’s a best practice to take the time to understand your target audience, hearing their wants and needs directly rather than assuming you are on track to developing valuable content without them. Pair that with having a patient (or caregiver) who has personal experiences and tips to share with a broader audience, and you’re well on your way to a successful patient campaign.

If you’re ready to kick-off a patient-centric campaign but still don’t know where to start, contact the WEGO Health team and let us help build a custom program for your brand.

2020 Guide to Patient Culture on Social Media

Patient culture will bloom wherever it’s planted. It started on message boards and trickled into Facebook Groups, it spread across twitter and broke through your Instagram feed, it wove it’s way through Reddit threads and has even erupted across TikTok.

Every platform has a purpose, a mission, a community shouting to be heard in 120 characters or less, in impassioned arguments in comment boxes and even through interpretive dances. Patients are the most pervasive species of influencers– not because they want the clout or the clicks– but because their very lives depend on the awareness they spread.

There is so much more that goes into the patient culture on social media than just support groups or complaining about symptoms. Culture can include inspiration, advice, calls to action on a legislative level, personal testimonies, the sharing of breaking news and research, the celebration of survivors and memorializing those who have passed. It can include the discussion and creation of guidelines for how an entire community of patients wants to be represented to the mainstream world. It can spur a collective sense of empowerment that leads patients to demand respect and communication in the exam room and maximum transparency at the pharmacy.

It can be a collection of stories that represents an entire group’s common experiences: the prejudices and injustices they face.

But every platform spins this narrative differently and it’s important to know where to look for the right information and to understand what it is you’re stumbling upon when you get there.

Let’s break down how the four top social media platforms represent patient cultures through their mediums and how you can be a collaborative part of these conversations.

Reddit, also known as the front page of the internet, is an American social news aggregation, web content rating, and discussion platform. Registered members submit links or original content to the site which are then voted up or voted down by other members.

How Do Patients Utilize It?

Reddit’s algorithm brings the best posts and comments to peak visibility for browsing users. So if a post has a lot of positive engagement, it’s pulled to the forefront of each subreddit. Sub-reddits are how each topic is divided — and the patient community has plenty!

From R/chronicillness for those with questions about coping with life with a chronic condition to R/tryingtoconcieve for those struggling with infertility to even R/AskDocs for patients looking to anonymously seek out medical advice — if it’s being discussed by patients, it’s being discussed on Reddit.

What puts Reddit at the top of the list for many patients seeking advice? The promise of total anonymity. There’s no need to set up a profile or give your full name. Users can sign up with just an email address and choose a username unrelated to their real identity. This allows for some of the most open and raw conversations possible.

The Most Popular Patient Content:

Reddit thrives on weird and fascinating, so while it certainly has a place for verified research articles and discussion on medical breakthroughs — the most hyped patient communities are ones with first-person narratives about specific problems that let users run wild with their responses. Patients peek in to get answers to their own questions, but also to explore threads about symptoms and conditions related to their own and that feed on their need to understand what might happen to them down the line, based on the experiences of similar patients.

Putting aside the politics and the excessive use of caps lock by the less than tech-savvy of its users, Facebook is still the number one platform for patient-to-patient advice in the question and answer format. It’s a place for advocacy, fundraising, advice, support, and journey updates.

How do Patients Utilize It?

Despite privacy concerns, the main use of Facebook for patients continues to be the access to private, hidden, and semi-public groups where patients can share advice, treatment reviews, and doctor recommendations by condition and complaint. In 2019, WEGO Health surveyed more than 400 patients and found that 98% still use Facebook, 94% are part of a health-related Facebook group, and only 3% have deleted their accounts because of privacy concerns.

It’s here that patients feel comfortable sharing a variety of personal and specific medical questions. It’s an ideal environment for seeking advice with easy back-and-forth from multiple viewpoints, where patients can demand source material for backup opinions and view indexed conversations.

It is not a productive space for patient leaders who want to build their brands. The most active patient users are the newly diagnosed and those with conditions they feel are too intimate to discuss openly on other platforms.

Facebook is also a useful place for patients to share fundraisers for medical care with plenty of easy to share features that allow for maximum visibility to friends, family and supporters who care.

The Most Popular Content:

Private support groups (or the newly designed health support groups) offer just enough privacy to allow users to share and connect in meaningful ways. There is no one condition area that thrives over another. Patients can find support for everything from cancer to rare genetic mutations to groups that specifically discuss one treatment

Instagram may very well be responsible for creating the idea that patients can be influencers in their own right. The social giant lets patients curate their journey as an expert through vivid photographs, blog-length captions, and quick thoughts.

How do Patients Utilize It?

This is the platform for patients to showcase their expertise and experience– micro-blogging on different topics from medication to life advice to coping skills. It’s a one-stop-shop for understanding the breadth of a patient’s following and engagement. If healthcare companies and sponsors want to understand who is the community’s social stakeholder, an Instagram profile serves as that patient’s calling card, resume, and collection of testimonials.

It’s most useful for giving one-way advice, versus the collaborative spirit of other platforms. You won’t struggle to find your tribe on Instagram with their hashtag system. You can also view who public accounts are following and their suggested follow feature is an advanced algorithm that won’t let you down if you’re looking for content creators that match your interests and location.

The Most Popular Content:

Instagram is broken down into two main parts: the grid and the stories.

Since Instagram implemented its stories feature in August 2016, the stalker functionality has been set ablaze on the platform. Patients and their communities love it because not only do they get to focus their feeds on advocacy for their conditions, but they also get to share how multi-dimensional their lives are outside of their conditions. This lends a more human element to their content and diluting the in-your-face awareness campaigns with personable, easy to follow content.

Patients seek out stories for authenticity — something that can be hard to generate in their feed posts. Feed posts are usually carefully planned and executed by all influencers — even patients. These posts make a statement without having to participate in community drama. They allow one-on-one feedback in the form of direct messaging and moderated comments. They help patient leaders share stories and advice over time, building a personal portfolio of their expertise and showcasing their opinions, experiences, and life lessons.

The new kid on the block is already 500 million users strong, and for patients of all kinds, it’s not just about crop tops and thirst traps. The patient community is (metaphorically) healthy and thriving on this music-based app. Despite the threat of a ban (now moot) and the public perception that this app is exclusively populated by 14-year-old girls, TikTok actually has fast-growing patient populations in everything from the deaf and hard-of-hearing scene to the cancer community to the rare disease content creators.

How do Patients Utilize It?

What do we do when we can’t cry about it? We laugh. We dance through it. We make dark jokes and we share information so we can step out of the loneliness and into a more aware world. That’s exactly the route patients are taking on TikTok to commiserate and educate. There’s no limit to the creativity of TikTok creators, and as you scroll through your auto-populated For You Page you’ll discover everything from patients sharing clips about their hardships with mental illness to teaching American Sign Language with voice-overs from Keeping up with the Kardashians.

Creators use popular trending sounds, editing techniques, and inside jokes to make their unique content about disease management relatable to other patients and to the general community. The addictive technology behind TikTok means that you can scroll indefinitely, always finding content that relates to the videos you previously enjoyed watching.

The Most Popular Content:

The wonder of TikTok means that popularity is subjective. Based on your interest (and in a patient’s case– their diagnosis) you’ll be directed to content that best fits your viewing needs. Is it slightly creepy? Yes. Is it effective? Absolutely. If you like a video about an obscure rare diagnosis, you’ll be redirected to twenty more clips about that diagnosis. Careful what you allow to play in its entirety or you could find yourself in a black hole of content you hadn’t anticipated engaging in.

As for the trends in the patient community, there are plenty. But patients often use the app’s evolving dances, sound clips, and transitions to tell personal stories, share facts about their unique conditions, or make relatable comedy out of what can seem impossible to open dialogue about on other platforms.

With everything that’s happening on social media right now, it’s easy to forget that it can be a lifeline for some patients who rely on it for support, comfort, and camaraderie during a health crisis. It’s also a place for creativity to thrive and for awareness and compassion to gain new footing.

Which platforms do you think will be the center for patient culture in 2021?

SURVEY: Patient Perspectives on Digital Health Adoption 2020

2020 has been a year of the unexpected, to say the least. Amidst all of the upheaval and tumult, perhaps one of the most unexpected but welcome changes has been the rapid acceleration of digital health adoption for both pharma and patients. The shift from analog to digital healthcare was important before, but the arrival of COVID-19 quickly thrust it forward to an imperative.

The COVID-19 crisis placed many chronically ill patients into an extremely vulnerable position. Meticulously planned out care routines were interrupted and access to the resources they can’t live without became an unknown. The world of healthcare needed to respond, and patients needed to be ready to embrace the world of telehealth, digital therapies, and data sharing with open arms.

With lives and the health of the global economy at stake, the healthcare community has answered the call for change. From webinars to telemedicine to free home delivery for prescriptions and new adherence technologies, more resources than ever are available to patients. But there’s still work to do.

According to our research, patients are ready to embrace it all, data sharing included. But at what price? Brands and other healthcare companies are also left to wonder which resources do patients find the most value in, and what’s the best way to encourage them to adopt new digital health resources?

Defining the Need

Nearly 3 in 4 Patient Leaders, the most activated patients in their condition communities, have asked their healthcare provider 2+ times about a new drug or treatment in the last year. More than 9 in 10 have asked at least once. This data is a strong indication of opportunity in the digital health space as patients are currently dissatisfied with what’s available to them and looking for new options and alternatives.

While the above question relates to both drugs and therapies currently available, another point reemphasizes patient vexation over digital health efforts specifically. When asked to rate pharma’s overall digital health efforts on a scale from 1 to 10, an average of 5.7 weighed out. How does that translate? It’s not terrible, but it’s certainly not great, especially considering we’re living in The Information Age. The world as we know it is characterized by an economy primarily based upon information technology. If now’s not the time to innovate, then when?

Providing Value

Adherence is a known headache for providers, and it clearly is for patients, too. Of the 125 Patient Leaders we surveyed, 40% state digital medication reminders and tools for management would provide the most value for them and their communities. We all have 100 things nagging for our attention at any given moment, so remembering our daily dose of medication or prescribed therapy sometimes falls to the back burner, and even off the cart some days.

From a digital perspective, the age of technology we live in could not be more ripe with opportunity to create new tools to assist with medication management and reminders. According to the latest Pew research, 81% of Americans own smartphones. The numbers are even higher when you look at the 18-29 and 30-49 age brackets (96% and 92%, respectively). Considering these statistics, the smartphone in nearly everyone’s pocket could be key to developing these highly-desired digital initiatives. Everything from mobile apps to occasional text reminders are possibilities with HIPPA compliance and patient opt-ins. Technologies such as RELAXaHEAD for migraine sufferers and a new app from Kaia Health for back pain are earning notoriety in the industry and a great source of inspiration.

Health data ownership has been a long, heated debate. The question looms whether patients would be willing to share personal health data to receive more relevant and personalized treatment information and resources, like that which they’d receive from the digital tools they seek.

Getting Personal

Speaking on behalf of both themselves and their condition communities, the Patient Leaders we surveyed overwhelmingly report that patients would be open to sharing personal health data. More than 9 in 10 patients would safely share their information so that they can best care for themselves and manage their condition. However, what they’re willing to share depends on what they will be receiving.

The Data Barter

When it comes to medication management, patients are least likely to share personal health information. Nearly 1 in 3 patients, however, would likely share information for personally relevant educational resources, and more than a quarter would share data for clinical research and disease management resources.

Effective Engagement

There are certainly brands that are more ahead of the game than others, and even companies that have created the technologies and now need to focus on patient uptake and engagement. According to our survey of Patient Leaders, 1 in 3 say the best strategy to effectively engage patients with new digital health options is to work directly with HCPs. Having physicians prescribe the technology directly will make patients aware of the innovation while also backing it with an informed voice that patients trust when it comes to medications and treatments.

The second, slightly more creative way to effectively engage patients is to enlist trusted Patient Leaders to provide “help desk” support. Patient Leaders possess the trust of their communities and followers. Recruiting them to learn the technology and provide assistance to other patients, brands effectively boosts perception and adoption among target communities. It’s important to note that you can’t purchase Patient Leader opinions or endorsements. They are fiercely protective of those they represent and only endorse treatments they believe in. Truly effective technologies designed with the patient in mind will succeed best with this strategy. Including patients from the idea’s inception through development and to market is a winning strategy to ensure digital health solutions prosper and thrive.

Smart Investing

TV ads or page 1 of Google won’t earn patient trust in products. With a tie for first at 27.5%, patients overwhelmingly feel that pharma companies should invest their money to build consumer trust through consumer health websites and patient advocacy organizations. TV advertising is ranked dead last, with only 3.6% of patients reporting it as a worthy investment.

The Time is Now

2020 has forced every industry to look at new and novel ways to digitize and engage. Pharma and healthcare are no exception. The data proves that patients are ready and willing to provide personal health data to facilitate further the rapid shift we’re all experiencing — as long as it’s done right.

Invest wisely, leverage trusted patient relationships, recruit patients as partners for insights and engagement, and prepare to prosper. There has never been a better nor more important, time to embrace the shift from analog to digital. Patient partnerships and insights are the keys to getting you there, and WEGO Health can help facilitate that. Let’s keep the conversation about creating patient-centric digital health options going.