Thursday, June 06, 2013

Why pharma companies need to engage directly with patients

" As a Customer Engagement Manager covering the Nordic region for Janssen Pharmaceuticals , Petteri Jarkka deals with multiple customers including the patient, payer and physician, in a role which combines marketing and patient engagement elements. As he explains, “this is a fairly new role which reflects a new direction for Janssen. Yet it also has something to do with the situation in the Nordic market, a very mature market with limited access to the physician. We’re averaging less calls than we used to, everyone is, even with Medical Representatives so clearly there is a greater need for customer-facing access and the use of multiple channels. I think we will see the same things happening more and more in other European countries as those markets mature.”

Pharma companies in mature markets like Europe understand the value of "co-creating" with their doctors and patients. Hopefully, mature pharma companies in immature markets like India will see the value in doing this as well !

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