Intelligent and responsible real-world pharma marketing targeted ambivalent patients and improving treatment outcomes
A partnership made by 100 years of experience in pharma marketing
Theory and methodology
In a meta-analysis from 2013, Horne et al. state that just two central questions can segment patients according to acceptance, ambivalence, skeptical or indifference. And that this is directly related to the treatment outcome.
How concerned are you about taking your current medication for your disease?
How necessary do you think your current medication is to treat your disease?
Ambivalent patients consider the treatment as important but have concerns about it. To change ambivalence to acceptance, they need targeted information about what to do.
WHY Should we change ambivalence to acceptance?
- With access to ambivalent patients and professionals
- With live real-world ambivalence segmentation
- With content that mitigates patient ambivalence
- You create acceptance leading to improved treatment outcomes
How do we do it
- Relevant patients are segmented on the platform netdoktor.dk (or other Nordic netdoktor platforms)
- Intelligence segmenting ambivalent patients based on 2 questions. Plus a few questions about current treatment and concrete concerns.
- Tailormade questions helping ambivalent patients on what to do. Digital omnichannel: On netdoktor.dk and in various relevant social media and digital media.
… In a continuously repeating process, BOTH measures if targeted patients act as intended AND include new target audiences and communication. Hence, sucipio is not a one-off campaign but a process over time.
For further information
Ulrik Overgaard
Digital Director Netdoktor and Dagens Medicin
- +45 51 51 47 27
- uo@netdoktor.dk