Balderson talks to Pharm Exec about the value of educational marketing in improving patient compliance. She gives insight into how to craft effective educational materials that speak to patients with different learning styles.
Pharm Exec: How do you define educational marketing? And how does this approach differ from traditional DTC strategies?
What is the value of educational marketing for consumers?
Many people have certain barriers to action. That barrier could be seeking treatment for a condition, accepting a diagnosis, or making the informed decision to take that therapy and stay on it. Some people don't have the skills to talk about their symptoms with doctors or to integrate the task of taking a pill into their everyday life. Some people may just not believe in using drugs to treat a condition. In a lot of ways, people tend to think that by not acting, they are putting themselves at less risk. A successful educational program effectively helps patients overcome these barriers.
What role should healthcare professionals play in disseminating disease information?
Nowadays, healthcare professionals are seeing more patients, but spending less time with each of them. So, they generally welcome marketing materials that can effectively educate. They promote materials that allow their patients to accurately interpret and understand their symptoms and encourage them to track those symptoms over time. This way doctors know which medications work and which don't. While some doctors' offices have a no-branded-materials policy, we find that by increasing the utility of the materials, we can help break down the no-branded mentality.