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Check the Pulse of Your Heart Health Marketing

Every 42 seconds, someone in the US has a heart attack. Each minute, someone dies from a heart disease-related event.1

Even though heart disease remains the leading cause of death in the US, many adults are uninformed of the causes, symptoms and proper treatment of heart-related conditions. In fact, according to PatientPoint research, over half of patients who are treated for heart health said their issues were unexpected. Further studies have found 70% of adults are not familiar with symptoms associated with heart disease.2

As these statistics reveal, the need for education and support materials for patients at the point of care is paramount – and critical to pharma companies’ success. Because if heart health isn’t top of mind for most adults, it’s likely your treatment isn’t, either. And with nearly half (47%) of cardiologists now restricted, gaining awareness among physicians is also a growing challenge.3

To ensure the right message is delivered to these heart “unhealthy” patients at the right time, PatientPoint conducts in-depth research in the space. Here’s a snapshot of patients who visited cardiologist offices installed with the PatientPoint Communicate – Cardiology Waiting Room Digital Screens Program:

  • Average age: 60 years
  • Gender: 60% female
  • Race: 79% white/Caucasian
  • Employment status: 59% retired
  • 42% are accompanied by another adult
  • 59% want to lose weight
  • Top conditions identified to be at risk for or diagnosed with: high blood pressure/hypertension (72%), high cholesterol (68%), arthritis (55%), heart disease (53%), heart attack or cardiac event (48%)

This information enables us to develop content specifically tailored to these conditions, gaining unprecedented positioning as a trusted consultant to our partners – clients, physicians and patients – to ensure their message makes the most impact at each important moment.

Let’s look at each of these points a little more closely:

  • Waiting room: Patients say the waiting room is often the most stressful part of their visit to the doctor. Reinforcing your brand message alongside easy-to-understand digital information regarding heart health, healthy living tips and personalized messages from the practice will put your brand top of mind right before patients visit with the doctor. Heart patients don’t want to hear about arthritis content. We speak the patient language.
  • Exam room: Once in the exam room, patients crave in-depth education. Interactive touchscreens bring health information to life, whether it’s through a personalized quiz, short article or a brand testimonial video. Once the doctor arrives, he’s likely to use the touchscreen to show the patient exactly what’s happening in her heart via full-color, 3D anatomical models. It’s here where your brand can provide the support and savings information to help guide discussions and, ultimately, decision-making.
  • After the visit: Because the risk factors for heart disease and stroke are directly related to lifestyle choices, continual engagement between provider, pharma company and patient is important to ensure treatment success. We know those age 45-64 (the common age range for the onset of many cardiovascular conditions) still see print as a valuable information resource,4 and including your message in brochures patients can take home and reference later will help reinforce your brand as part of the solution to living a longer, healthier life.

The scale of the cardiovascular market is driving greater demands of quality outcomes data. Providing the right education to patients and providers at the right moments will help pharma companies remove barriers to access and support long-term adherence.

This post originally appeared in DTC Perspectives.

References
1. American Heart Association, 2015
2. Cleveland Clinic survey, 2014
3. ZS Associates, “AccessMonitor,” 2015 Executive Summary
4. 2015 Two Sides North America