HOW TO HELP PHARMA COMMUNICATE WITH PATIENTS OUTSIDE TRADITIONAL CHANNELS: MBA IN PRACTICE CASE CLUB ADVISES
13 October 2021
MIM-Kyiv launches Case Club “MBA in Practice”. Rimma Battalova, a graduate of MIM-Kyiv’s two programs and well-known pharmaceuticals safety expert led the discussion on communications with patients. Regulators plan to ban all advertising of medicines to secure patients' safety. Thus, pharma is being forced out of media, its traditional communication channels. The need to find new communication vehicles is pending.
In Rimma Battalova’s opinion drugs do run risks, especially prescription products. Thus, patients’ safety is a key to all market participants. However, numerous OTC drugs help patients without risking their health. But they can be cut off those drugs because of the advertising ban.
Honesty is the best policy in such cases because medical professionals no longer possess exclusive information. Anyone with the internet can learn about drugs or obtain a second opinion.
To find common grounds and establish mutually beneficial cooperation is the main challenge. “You have to be exciting and understandable if you want patients’ attention. Otherwise, they leave. You’d better avoid hard sales because people hate being forced to buy. But do not forget that your need to sell,” Rimma said.
Exchanging experiences with peers to find the answers to the questions is the most valuable experience for all MBA IN PRACTICE meeting participants. Having a mix of industries makes the process even more enriching.