As smartphones become more ubiquitous, so too has the instant availability of information on every topic imaginable. Take, for example, this video of Giana, a consumer searching for a fever sore medication at her local pharmacy.
Accordingly, in those moments, consumers expect brands to address their needs with real-time relevance. Mobile has forever changed how consumers make decisions. Compelling micro-moments deliver a better experience for consumers and drive real business results for brands.
These moments have become the new battleground for brands. Payers are simultaneously getting more restrictive in formularies while reducing the prescribing autonomy of many physicians and physician assistants.
These intent-rich moments are when decisions are made or preferences shaped. This intersection is creating unprecedented challenges and unique opportunities. When Giana noticed that one treatment was both cheaper and larger than another treatment, she wondered why, and immediately pulled out her smartphone.
Though many companies hungrily eyed the potential of smartphone apps to connect to people real-time, apps were still developing as a platform for customer engagement.
Teams need to look at: Thanks to mobile devices, micro-moments can happen anytime, anywhere. Those that are slow to adapt risk being pulled into a race to the bottom, scrambling for market share with increased rebates and growing sales expense.
As consumers rely more heavily on mobile, web sessions are getting shorter and more frequent,9 and, as a result, consumers make more informed decisions faster. Micro-moments are those moments when we turn to a device to act on a need we have in that moment. All these forces make prescribing more challenging and increase the importance of tools that support decision-making by providing the right information at the right time.
Walgreens jumped on the micro-moments opportunity to engage consumers InWalgreens recognized the need to appeal to customers through digital channels.
They are, in turn, tapping the explosion of healthcare information online to become more informed and engaged in their care. Walgreens understood the power of the app in connecting with customers at the times they needed Walgreens the most, thus building brand loyalty that would maximize the value of each customer.
A quick search informed Giana that the smaller, more expensive treatment also worked faster, and as a result, Giana ended up buying it. The old pharma business model worked something like this: The pharmaceutical companies that embrace this new world will find rewards not only in market share and profitability, but also in patient outcomes.
Given that HCPs are busy making care-related decisions and holding discussions with patients during the day, it is crucial that pharma companies deliver access to content or opportunities to engage with HCPs at the times when HCPs need assistance most.
Google and Decision Resources Group conducted an online survey of more than 1, practicing U. They also need to get into a test-and-learn mode to experiment until they find what works with those stakeholders. As a result, all users—consumers, patients, and HCPs—expect messages, content, and experiences that cater to their personal situation with extreme relevance—and not just on mobile, but across all devices and channels.
This shift mirrors that which occurred in the retirement-planning industry about 20 years ago when pensions gave way to k plans. This has inspired, and perhaps required, more patients to act like true healthcare consumers, making more conscious choices and trade-offs about coverage, care, and costs.
Patients and medical professionals have embraced a variety of digital resources, from apps and websites to other services, to expedite and enrich the diagnosis, treatment, and delivery of healthcare services and pharmaceuticals.
To win the hearts and minds of consumers, marketers need to be at every micro-moment that matters to their audience and deliver experiences that move people to choose their brand. In parallel, healthcare providers are under new pressures. They use these mobile devices to access the internet almost half the time.
This story illustrates a broader trend: It was effective, predictable, and fairly easy to manage. Most doctors are now employed by large institutions, many of which are making changes to clinical practices.
Essentially, the responsibility shifted to consumers to manage their retirement plans, with similar consequences as consumers sought out tools and information to help with college savings planning, asset allocation, and mutual-fund screeners.Digital identity and reputation: How an individual is represented online in the public domain, based on activities, connections or tagging, for example, social media posts, photos, public online comments/reviews, awareness and monitoring of how others are depicting you online.
Permanence of their actions: Digital content is everlasting, even.
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Patients and physicians (and the rest of the world) have embraced digital tools for learning and connecting with one another; the pharmaceutical industry’s commercial and marketing strategies need to follow.
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