AT Perspectives: How are digital therapeutics and telemedicine transforming DTC engagement?

In what ways are digital therapeutics and telemedicine transforming how pharmaceutical companies engage with patients, especially in direct-to-consumer marketing?

The primary changes introduced with digital therapeutics and telemedicine are advances in personalized patient care, access to the right patients at the right time with more tailored messages, and patient access to care. Both technologies profoundly impact pharmaceutical advertising.  Typically, pharmaceutical companies reach out to patients via display advertising on websites and social media (usually with a call to action to visit the branded website), CRM programs (a small fraction of patients who may or may not be on drug), and DTC/Connected TV (using look-alike audiences).

A recent Salesforce study highlighted that 71% of consumers expect pharmaceutical companies to provide good customer support, but only 33% reported that their communications were personally relevant to them. Comprehension was only marginally better at 47%. Digital therapeutics allows manufacturers a place in the patient’s pocket or purse via cell phone. It opens the door to much more personalized and timely communications. Rather than sending out emails on a schedule set by marketers (not surprisingly, most are deleted unopened), communications can be tailored to patients in a cadence that they define.

While the ability to target existing patients and potential patients has improved immensely in the past five years, there are still limitations due to personally identifiable information (PII) or protected health information (PHI) concerns. The ability to communicate directly with patients via digital therapeutics allows the company’s message to be tailored, specific, and balanced.  Digital therapeutics also increases access to patient care. Historically, someone with a rare disease may have had to travel five hours for a doctor visit, entailing an overnight stay, time off from work, and other costly and time-consuming disruptions. Digital therapeutics allows that patient to consult with an HCP without leaving home, which is especially valuable for patients who live in rural areas or far from specialty medical centers.

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