53% of patients say finding the right treatment option is a challenge, new analysis by Press Ganey finds
BOSTON–(BUSINESS WIRE)–A national survey by Press Ganey, the leader in consumer and employee experience in healthcare, reveals heightened consumer expectations and information needs of pharmaceutical brands, providing companies with insights of life a unique opportunity to reinforce the strength of their brand.
The recent survey of over 1,000 healthcare consumers revealed that patients are demanding a convenient digital journey and view pharmaceutical brands as a potential bridge to a healthcare provider capable of addressing their specific condition. Nearly 90% of respondents said they want life sciences websites to include supplier directories, and 83% said they would be more likely to use or recommend a branded website with a supplier directory.
The pandemic has pushed consumers to rely on digital means to accomplish their daily tasks, whether it’s ordering groceries, choosing doctors or researching treatment options. As these behaviors become entrenched, it is imperative that pharmaceutical and life sciences organizations incorporate consumer strategies into their overall growth strategy.
“We are seeing a dramatic increase in the number of patients seeking information about medications and treatment options online, especially information that helps them find and contact the right type of doctor to meet their needs,” said said Andrei Zimiles, senior vice president, consumerism and marketing solutions. , Press Ganey. “Forward-thinking life science brands have the opportunity to build consumer loyalty by helping consumers accelerate their journey to receive care tailored to their particular condition or issue.”
From the results of the recent survey, five key themes emerged:
- Brands that streamline access win. Nearly 50% of consumers surveyed said “finding the right doctor” was a barrier to treatment, and a majority want convenience-enhancing features, such as the ability to digitally schedule appointments and options to download coupons and discussion guides before their visit.
- Consumers turn to pharmaceutical sites for reliable information. 53% of patients say finding the right treatment option is one of the biggest hurdles when they need it, an increase of 17% from 2019.
- Convenience drives conversion. 71% of respondents said the convenience of telemedicine would help them keep appointments and manage prescriptions.
- Online reviews ensure trust. 96% consider online reviews somewhat to extremely important when evaluating and choosing a doctor.
- Digital transcends generations. 69% of respondents over 60 have gone online to research a prescription drug or medical device in the past year.
Zimiles added, “The data in this report underscores the importance for life science brands to rethink the role their website plays in their digital strategy. Instead of driving patients to third-party resources to find a doctor — where they’re often exposed to competitive advertising and other distractions — they can build trust by providing a convenient, modern experience in their own field. Everyone benefits when consumers experience less friction getting the care they need. »
To learn more about the consumer behaviors shaping brand loyalty in the digital age, download Press Ganey’s Digital Consumer Trends in Pharma 2022 report.
About Press Ganey’s 2022 Digital Consumer Trends in Pharmaceuticals Report
This survey presents results from 1,126 respondents who represent the U.S. Adult Census Population by region, income, and gender, ages 18-60 and older. Respondents were asked about their digital behaviors, preferences and expectations regarding pharmaceutical and life science brands. The research was commissioned by Press Ganey and conducted by an independent third-party market research agency during the second half of 2021.
About Ganey Press
Press Ganey started the performance improvement movement in healthcare more than 35 years ago. Today, it offers an integrated suite of solutions that address safety, quality, patient experience and workforce engagement. The company works with more than 41,000 healthcare facilities as part of its mission to reduce patient suffering and build the resilience of caregivers to improve the overall safety, quality and experience of care.