Inspire’s MS Community Overcomes Patient Isolation with Peer-to-Peer Support and Experience

Inspire’s MS Community Overcomes Patient Isolation with Peer-to-Peer Support and Experience By Kathleen Hoffman, PhD, MSPH Over 15,000 members of Inspire have interest in, searched for, or have posted about multiple sclerosis (MS). Members have written over 4000 posts and more than 2000 searches have been conducted on MS. Pharmaceutical marketers wonder if patients discuss medications with each other online. The answer is a definitive yes. Patients also discuss what they learned online about treatments with their health care provider. It is not unusual for members to reach out after just being diagnosed. “I was just [...]

What Touchpoints Influence Drug Compliance for Chronic Illnesses?

What Touchpoints Influence Drug Compliance for Chronic Illnesses? By Kathleen Hoffman, PhD, MSPH Recent marketing research from Google shows that it takes 50-500 touchpoints to influence a purchase decision. While the study focused on common non-medical purchases (headphones, airline flights, beauty products, and candy), the authors point out an important shift in the concept of marketing touchpoints: Today, people are no longer following a linear path from awareness to consideration to purchase. They are narrowing and broadening their consideration set in unique and unpredictable moments. In fact, the authors of a study titled “Chronic Illness Medication [...]

Do You Really Know How Patients Talk About Their Condition?

Do You Really Know How Patients Talk About Their Condition? By Kathleen Hoffman, PhD MSPH There are classic examples of advertising messages that ended up offending the target customer, but the Utah Department of Transportation provided the most recent. The Utah DOT’s lighthearted attempt to adopt a specific culture’s way of speaking was predictably ridiculed when “Hey Teens, Buckling Up is Totes Yeet Yo” (meaning “the use of seatbelts is excellent”) appeared on the state’s electronic highway signs.1 honestly pic.twitter.com/axXJwjbJrH — Nico Di Angelo Fan Blog (@Laney_Brynn) October 23, 2019 The story is funny, but illustrates [...]

Do Patients Care About What Your Drug Does?

Do Patients Care About What Your Drug Does? By Sara Ray, MA Be sure the trial outcomes echo the patient voice, article says In most randomized pharmaceutical clinical trials, researchers are looking for a statistically significant performance difference between the two courses of therapy. But which is more important to the patient: Statistically significant improvement of a variable, or clinically significant improvement? “The operation was a success, but the patient died” is a succinct example of a misplaced sense of priorities. The patient was probably hoping for a better result than academic satisfaction. Here’s another example. [...]