New White Paper Highlights How Closing the Health Information Gap Between Doctors and Patients Improves Life Science Marketing & Adds Value to Clinical Conversations
• 84% of Patients Arrive at Doctor Visits Underinformed
• Underscores Growing Importance of HCP and DTC Alignment in Pharma Commercialization and Marketing Strategies
• OPRX Closes First Combined HCP and
The white paper reveals findings from a 2024 independent research survey, commissioned by
Key Survey Findings Highlight the Need for Precision in Disseminating Healthcare Information
The survey results reveal gaps in healthcare information that hinder effective patient-HCP interactions and complicate treatment discussions. Doctors appreciate patients who are involved and knowledgeable about their health, but they express concern about the accuracy of information patients consume. Below are a few key survey findings:
- Patients are arriving at appointments underinformed
Surveyed physicians consider just 16% of patients to be well informed about their condition and treatment options. - Misinformation negatively impacts care conversations
Over half (55%) of physicians surveyed agree that patient-sourced information is crucial for shared decision-making, highlighting its impact on physician-patient conversations. However, 59% of surveyed physicians believe the information patients reference is fair-to-poor quality and 61% spend notable amounts of time countering incorrect information. - DTC pharmaceutical marketing is sometimes helpful but misaligned with the realities of treatment for most patients
73% of physicians surveyed say the medications patients request based on DTC ads are only sometimes, occasionally, or rarely appropriate, suggesting ads are not reaching the right patients, or patients are missing key pieces of information.
Bridging the Knowledge Gap with Aligned Information
Despite these challenges, the survey also reveals a path forward. A significant majority of physicians (70%) agree that when patient-sourced information aligns with the information they receive from manufacturers, care conversations become more streamlined and effective. According to these physicians, alignment requires more medically vetted information in the hands of patients, which is key to supporting the treatment decision-making process. Chiefly, physicians feel that accurate, digestible information about treatment qualifications would save valuable time in the care process, because it would save them a “reeducation” effort when patients arrive to their visit with unrealistic expectations.
“What we heard from physicians when we fielded this survey was that, overwhelmingly, an educated consumer is an empowered consumer, and an empowered patient is a motivating force in care conversations,” said
The survey findings present a new perspective on the current state of DTC and HCP pharmaceutical marketing and the white paper presents a powerful case for breaking down the existing advertising silos and bridging HCP and DTC marketing efforts. Leveraging new advancements in technology, alongside a data-driven approach to engagement that considers a patient’s upcoming clinical milestones as a marker for more personalized engagement, is the first step to enhancing patient education, facilitating effective healthcare interactions, and ensuring that pharmaceutical marketing can add more value to care conversations.
Further details on the survey, including practical actions that pharmaceutical marketers, and their agency counterparts, can take to synchronize marketing efforts can be found on the Company’s website, and is available for download at: https://www.optimizerx.com/2024-Physician-Survey-Results-Pharma-Marketing.
About
Important Cautions Regarding Forward-Looking Statements
This press release contains forward-looking statements within the meaning of the Private Securities Litigation Reform Act of 1995. Words such as “anticipates,” “believes,” “estimates,” “expects,” “forecasts,” “intends,” “plans,” “projects,” “targets,” “designed,” “could,” “may,” “should,” “will” or other similar words and expressions are intended to identify these forward-looking statements. All statements that reflect the Company’s expectations, assumptions, projections, beliefs, or opinions about the future, other than statements of historical fact, are forward-looking statements, including, without limitation, statements relating to the Company’s growth, business plans, future performance. These forward-looking statements are based on the Company’s current expectations and assumptions regarding the Company’s business, the economy, and other future conditions. The Company disclaims any intention or obligation to publicly update or revise any forward-looking statements, whether because of new information, future events, or otherwise, except as required by applicable law. Forward-looking statements are inherently subject to risks and uncertainties, some of which cannot be predicted, or quantified. Future events and actual results could differ materially from those set forth in, contemplated by, or underlying the forward-looking statements. The risks and uncertainties to which forward-looking statements are subject include, but are not limited to, the effect of government regulation, competition, and other risks summarized in the Company’s Annual Report on Form 10-K for the fiscal year ended
OptimizeRx Contact:
Andy D’Silva, SVP Corporate Finance
adsilva@optimizerx.com
Media Relations Contact
dbennett@optimizerx.com
Investor Relations Contact
arr@lifesciadvisors.com
Source: OptimizeRx Corporation