Healthcare: three steps towards achieving a consumer-centric culture


In recent years we have taken greater responsibility for our health, acknowledging that our lifestyle choices come with consequences. Staying healthy has become the new mantra for many of us.

In order to take control of our health, we seek out information, products and services that offer guidance and help us to achieve our goals. However, as anyone who has tried looking for health related information will tell you, this is not straight forward; navigating industry jargon takes skill, comparing sources doesn’t always help and often advice from so-called nutritional experts conflicts.

This lack of clarity and trust ultimately creates more questions than answers, leaving us frustrated and lost. Frequently we fall back on brands we know and trust. For example, despite their background Google and Apple, have both made forays into the healthcare field attempting to close this gap.

Ironically, despite their expertise, pharmaceutical companies aren’t yet perceived to be the go-to source for health information.

One of the key reasons is that they tend to treat us as patients, a captive audience; people who are already ill and who will buy the drug prescribed to them without question.

Consequently, up to this point, consumers haven’t perceived pharmaceutical companies as a source of unbiased information.

We need to feel that these companies care about consumers’ wellbeing. To achieve this, pharmaceutical companies need to become consumer-centric, building trust with the consumer around their wellbeing and keeping pace with the evolving expectations of consumers in relation to their health.

Three steps are key to achieving that.

Be accessible:

By listening and proactively involving consumers in relevant conversations about their concerns, needs, and motivations surrounding their health and wellbeing.

Be present:

Be available before the need arises. Embrace digital media to connect and fit within consumers’ daily routines.

Be responsive:

By understanding how the current socio-economic situation has affected consumers’ ability to access health services, and offer them solutions that are realistic and achievable.

If pharmaceutical companies engage with us as consumers, the chances are much higher that we will go to them as patients.