Being Too "Patient-Centric": Spying on Patients on Social Media

I've written recently about the need for pharmaceutical companies to institute Customer Experience Centers of Excellence (here). This was in response to hearing about several other types of "Centers of Excellence" popping up inside pharma companies and my conversation with Dyan Bryson, VP, Patient Enablement Services at Indegene Lifesystems Pvt. Ltd., about "putting the patient at the center" (listen to podcast "Why is Putting the Patient at the Center So Difficult?")."Patient-Centricity" seems to be an overused buzzword among pharma marketers these days. So overused that Michael McLinden, chief strategy officer at Mc|K Healthcare, authored an MM&M piece titled "Stop using the term 'patient-centric'—and other rules for the New Pharma Value Proposition" (here)."It's no coincidence that the rise of the term 'patient-centric' has been paralleled by the decline in public perceptions of the pharmaceutical industry," says McLinden who implies that consumers believe "too many patient-centric programs turn out to be thinly veiled promotional efforts, and that has contributed to their cynicism and disillusion with our business.""Admit it," says McLinden, "how many of us have been involved in reviewing promotional materials or a planning document where someone says, 'We need to insert the word ‘patient' in here in a few places,' and everyone nods in assent?&q...
Source: Pharma Marketing Blog - Category: Pharma Commentators Tags: patient-centricity social media Source Type: blogs