Understanding the Healthcare Transaction Model – (Part 2) by CMK SELECT CMK SELECT CMK SELECT
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As a healthcare marketer, you have a responsibility to intricately understand the health transaction model. We recently talked about how useful information is necessary for patients, as well as access to medications for healthcare providers.  In this healthcare transaction model, the last step we covered was the consumer bringing their medication home and following the
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Understanding the Healthcare Transaction Model – (Part 2)

by CMK SELECT / /
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As a healthcare marketer, you have a responsibility to intricately understand the health transaction model. We recently talked about how useful information is necessary for patients, as well as access to medications for healthcare providers. 

In this healthcare transaction model, the last step we covered was the consumer bringing their medication home and following the instructions offered to them (adherence). A couple of days after the patient starts taking the medication, they decide if the treatment is working. If so, they keep going until the course of treatment is complete and move on. If not, they go back to the physician who gave them that prescription and seek further help. How can we, as marketers, ensure the patient’s adherence with the treatment throughout the course of therapy? In other words, how do we make sure that we have satisfied the end users? 

Determining Whether Goals Have Been Met

At the end of the transaction, a physician is acknowledged for doing excellent work by the consumer utilizing his services again, either in that course of treatment or subsequent illnesses. Marketers can help build this relationship between patient and physician by doing our jobs well all along the pathway. 

Let’s think about this transaction graphically to better illustrate the story: 

Transaction Flow:

As marketers, we need to think through the steps of this transaction and help to continually educate and mitigate the barriers to each step. 

  • How do we assist the patient in locating information and/or appropriate medical support? 
  • How do we ensure that the physician knows how to properly diagnose the patient’s problem? 
  • How do we know that a physician will prescribe the right treatment? 
  • Will that treatment be available at the patient’s local pharmacy? If not, how can the patient access treatment? 
  • Is the treatment easy to use for that patient and will the patient comply with the treatment? Will they need additional support or assistance? 
  • Does the MD know how to administer and monitor the patient’s treatment, or will the patient need to seek specialized therapy? How does the patient access this therapy? 

Understanding the Transaction Model Helps Build Successful Brands

The transaction model is complicated with many twists and turns. We best service our pharmaceutical clients by properly understanding each of these steps and helping them think through the strategic and tactical options to maximize their brands across this broad spectrum of work. One of the key steps to being a good marketer is to know which of these steps we want to make an impact on and how, and knowing which ones we can and cannot influence. Successfully navigating these transactions will help build successful brands.  

 

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