Considering every patient literacy level to a limit that can understand published health information or product information is wrong. On an average patient understanding is in fact very low. The reading material provided by the medical marketer puts the normal patient in an endless jargon as the information promoted by them is highly technical and feature based as sometimes even the doctors get confused with these densely written, jargon-filled printed material and flyers. Some words that are considered clear for medical marketers may not be understood by normal patients. Words like “terminal” or “benign” may not be as clear as you believe.
“Over a third of patients have limited health literacy, which results in their not understanding what they need to do to take care of their health.”
- Stated by www.ahrq.gov
Today, most pharmaceutical companies and medical device firms are aware that their sales are highly influenced by awareness and likeness of patients and their ease to understand the product assist the companies in promoting the product to doctors. Nearly 40% of the patients search online to look up reviews for treatment & products to evaluate specific feature of the product.Research Level by Patients
According to a survey conducted by mediabistro, 40 percent of consumers say that the information they found on social media sites affect the way they manage their health and 25 percent watch health related video to understand the key issues."On an average, patient understanding is in fact very low."
So how can you promote yourself as a physician?
Here are six top tips on how to physician's can self-promote in order to improve patient understanding:- Writing at Same LevelStart by writing simple words and avoiding buzzwords that create ambiguity while reading and write in a language that isn’t technical but rather likable to the reader. Either an explanation your device's benefits or comparison of your device with competition always tries to communicate your message in simplest words which any non-technical person can also understand. Simple and Clear statement creates trust in customer eye.
- Create Patient SectionCreate a separate patient section on the website to increase the appeal of your medical products; regular interaction with patients will create the positive brand about the medical products & will promote the patient understanding.
- Introduce Pictures in InformationProduct communication page full of informational text but without an appealing image makes the communication slow. While communicating your message to the general patient, use good quality images which explain the features of your medical products in an interactive way and makes them easy to understand.
- Make Animation your Information ToolScientifically accurate medical device descriptions supported with captivating 3D animations create buzz among the normal patients and let them understand the use of the device in a very easy way. It reduces company pain to almost half in promoting medical device and also becomes a good asset for communicating device features & uses to general patients.
- Interactive AppsInteractive apps are an emerging and best learning tool which medical device companies can utilize to communicate with normal patients. Due to high-level interactivity by app supported by a series of graphic illustrations and information, passing the accurate product information to the normal patient not only becomes easy, but the level of referral and word of mouth marketing makes the product a success among the world.
Interactive Learning - Social MediaUtilizing the social media channels to be in connection with patients, communicating the right information builds the trust among the patients and helps them in understanding the device procedures in a friendly manner. Like Medtronic via their official website have linked their major social media channels and updates the information regarding their product features and upcoming product in an efficient manner. It allows the patients to understand the device much better creates trust between them and helps the company's sales channel to promote.
Conclusion
Promote yourself to the patients so that they can become your vocal advocates to the medical fraternity.For more interesting read go to our blog page.
