Paradigm Shift: Developing a communication strategy based on online patient-generated conversations
1. Background and Objectives
Pharmaceutical companies must fully understand patient needs and expectations regarding their disease in its various stages in order to effectively provide information, advice and support throughout. In this case, our research focused on a skin disease that is little known to the public but is often serious. Some 1% of the German population are estimated to have the condition, but are often not properly diagnosed. Potentially progressive, painful and often visually disfiguring symptoms can lead to physical and mental strain and frequently result in social isolation. Until recently, there had not been an adequate medicinal therapy option for this disease. In August 2015, our client was granted marketing authorization for a therapy . The aim of our study was to provide the basis for developing a communication strategy. The study focused specifically on the following objectives:
• Mapping out a detailed 'patient journey' on the basis of predefined disease phases
• Determining definitions and descriptions of patient typologies and their respective handling of the disease
• Identifying commonly used keywords for targeted search engine optimization
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