Bridging the Divide with Consumers

As consumers increasingly take control of their health and use the Internet to research and discuss healthcare, the companies that serve them must establish a direct dialogue…starting first with listening to what patients are saying. This report contains examples of Umbria thematic insights and recommendations.

The dilemma: pharmaceutical companies see their lucrative patents expiring and urgently seek to find and market new treatments, while growing awareness and acceptance of existing treatments among consumers. The current sales environment: an Internet-empowered consumer base within which many patients hold a negative view of the industry.

All of the above point to a dire need for marketing leadership within pharmaceutical companies to connect with consumers directly. Interestingly, the same unruly tool that can threaten brand reputations in seconds with negative consumer commentary can also serve as the tool to analyze complex industry issues, improve the probability of product success, and glean more information about patients than has ever before been possible.

Within the Internet, literally millions of people are talking to each other about a myriad of subjects — including illnesses, remedies tried or considered, and opinions of one brand versus another. Armed with new technology, companies today can ‘listen in’ to the masses to bridge the current divide between the industry and the consumer and improve marketing outreach accordingly.