SIX PIVOTAL INSIGHTS FROM FMCG
1. THINK LIKE A BRAND
Brands have more power than products because they have deeper meaning – helping us navigate choices through emotional connections, informed by deep understanding, which bonds us to them with incredible loyalty. Pharma has typically shied away from 'brand thinking' to adhere strictly to clinical claims. But clinical claims are increasingly threshold – the necessary start but never the whole story. Pharma must begin to build on clinical claims to create meaningful reasons for patients engage, believe and adhere.
2. CHANGE THE MINDSET
Despite effective treatments, many patients are still poorly adherent, due in part to their feelings about their treatment. We need to change the patient mind-set. Patients often resent their treatment because it’s a daily reminder of their disease – tangible evidence they are unwell. The less treatment reminds patients of their disease and the more it’s associated with a better life, the greater the rates of satisfaction and adherence are likely to be.