Co-authored by Jose Maria (Chema) Guido Avila, Sanofi
In the healthcare industry, personalisation is often touted as the key to enhancing patient and healthcare provider (HCP) engagement. Yet, in practice, we frequently fall short. We collect data, conduct research, and generate profiles, but the execution rarely reflects the individuality of people. One of my greatest passions is figuring out how to deliver genuinely personalised experiences for both patients and HCPs by acknowledging the complexity and uniqueness of human behaviour.
Beyond Generic Profiles
Traditionally, when we approach HCPs, we group them into a handful of generic profiles: the “innovator,” the “guideline-follower,” the “practical clinician,” and the “patient-driven doctor.” After investing significant resources in segmenting doctors, we often land on these same basic categories, and then the data remains unused. Instead of tailoring our outreach based on these profiles, we fall back into the same linear approaches; sending emails, pushing webinars, and distributing content with little consideration for the doctor’s preferences or behaviours.
The same pattern holds true for patients. We often assume that because patients share a diagnosis, they share the same needs, concerns, and behaviors. This kind of thinking leads to broad, one size fits all messaging that fails to engage individuals effectively. But patients are people first. They have unique lifestyles, habits, and interests that can shape how they engage with their health.
For example, two patients with diabetes might have vastly different needs based on their age, gender, and lifestyle. An 18 year old student managing diabetes while balancing college life requires a different approach compared to a 65 year old retiree managing multiple health conditions. Treating them as a homogeneous group means missing opportunities to provide relevant and supportive education.
Real World Personalisation
To truly personalise the patient experience, we need to understand their real-world behaviours and preferences. Patients are not thinking about their disease 24/7. They engage with content related to their condition periodically, but their lives extend far beyond their diagnosis. Understanding these habits gives us opportunities to provide education and support in more relevant and relatable ways.
For instance, let’s consider a younger diabetes patient who frequently uses dating apps. Instead of delivering generic messages like, “Control your diabetes,” we could say something like, “Don’t let diabetes disrupt your date night.” This type of messaging connects directly to their life experiences and presents the information in a context that resonates. It makes the message more relatable and actionable.
Proactive patients, those who actively seek information about their health, are ideal candidates for search engine marketing or targeted SEO campaigns. They’re already searching for answers, so positioning your educational content where they’re looking can be highly effective. Reactive patients, on the other hand, might not search for health information but may engage with content related to their interests on social media, streaming platforms, or even dating sites. Delivering health education in these spaces can reach them more effectively than traditional channels.
Empowering Patients Through Personalised Education
Personalisation isn’t just about relevance, it’s about empowerment. When patients receive the right information, at the right time, through the right channel, they become informed partners in their care. Instead of being passive recipients who rely solely on their doctor’s advice, they become proactive participants in managing their health.
For example, a personalised campaign could help an asthma patient recognise early signs of worsening symptoms and seek timely intervention, reducing the risk of severe exacerbations. This kind of empowerment leads to better health outcomes and a stronger partnership between patients and HCPs.
Advances in technology, especially AI, are making it easier to deliver personalised experiences. AI can analyse vast amounts of data to identify patient personas, understand their behaviours, and predict their needs. This enables us to create targeted campaigns that are more likely to resonate and drive action.
In the pharmaceutical industry, we need to embrace this level of personalisation. By doing so, we can move beyond assumptions and generic messaging, creating meaningful engagement and better outcomes for both patients and healthcare providers.
