By Carolyn Stephenson, EVP, Central Strategy Lead, and Kathy Moriarty, VP, Integrated Strategy
Our role as communicators in the healthcare space is to ensure the therapies we market reach the right healthcare professionals (HCPs) at the right time. This involves not only outpacing the competition but also fostering long-term commitment among HCPs to prescribe these therapies.
To stand out from competitors and to lay the groundwork for brand preference, understanding the motivational drivers of rare disease specialists is essential. This includes appealing to their need for detail and their need for emotion. A need for detail entails the amount we want to engage in deep thinking, and it differs from person to person. Those with a high need for detail, like rare disease specialists, seek out opportunities that engage their analytical brains and enjoy activities that require deep thinking. Need for emotion varies as well, as some pay attention to and even seek out situations that bring on strong emotions, while others may ignore or even avoid highly charged situations. Data from our Mindset Engine, a first-of-its-kind behavioral intelligence platform that aims to understand how doctors make choice, tells us that rare disease specialists have a high need for emotion, and are more likely to use emotions when making decisions.
Armed with this knowledge, we would employ communications tactics that appeal to both needs, such as:
- Interactive Webinars: Host webinars featuring detailed clinical trial data and expert Q&A sessions, coupled with patient testimonials and success stories to provide an emotional connection.
- Comprehensive Case Study Reports: Publish reports with extensive clinical trial data and treatment outcomes, alongside narratives that evoke empathy and illustrate the real-life benefits for patients.
- Patient Journey Platform: Create an interactive platform with detailed medical histories and data visualizations, integrating videos and audio clips of patient interviews to highlight emotional experiences.
Motivation is a Leaky Bucket
Even with highly curated tactics like the above, maintaining motivation is an ongoing challenge. Behavioral science shows us that motivation can diminish over time, likened to a leaky bucket that requires constant refilling. Motivation is not a one and done, and that initial spark needs to be sustained, which likely requires a plethora of different approaches..
To keep rare disease specialists engaged and prescribing our therapies, we can employ several strategies:
- Dynamic Content Strategy: Regularly update educational and promotional content to reflect the latest research, treatment advancements, and real-world outcomes. This keeps information relevant and engaging for HCPs and patients.
- Empower with Technology: Utilize technology to provide personalized, up-to-date information to HCPs. Predictive storytelling allows us to anticipate and address lapses in motivation proactively.
- Feedback Loops and Engagement: Implement continuous feedback mechanisms from patients and providers. Understanding their needs and concerns helps us refine our communication and support strategies.
- Broaden the Viewpoint: Consider the social context of our audience. Engaging KOLs can help reinforce our messages and influence HCP decisions effectively.
By consistently refilling the motivation bucket with relevant, inspiring content and support, we can ensure the therapies we market remain top of mind for rare disease specialists, ultimately leading to better patient outcomes.
