Why Are Patient Personas Important?
No matter our role in life or our job title or where we live— we are all patients at some point.
Most of us were patients in a hospital at the moment we were born. And most of us encounter the healthcare system again at some point in our lives. That’s why we love patient personas, because companies might have products that only touch a certain segment of the world—but healthcare really touches everyone.
So when we talk about patient personas, we’re getting personal, because we’re talking about ourselves. And it’s easy to lose sight of that as a health tech company, a medical provider, or a large healthcare organization. It can be easy to forget that patients are people, and we need to serve them responsibly.
What are Patient Personas?
In Pharma we use buyer personas to guide our marketing and sales efforts. A patient persona or patient profile is a detailed, semi-fictional person who represents your ideal patient.
You build these personas by identifying key traits and similarities between your patients in order to illustrate a portion of your target audience. Using your patient personas allows you to identify who you’re trying to attract to your healthcare practice and how to reach them. Ideally, using these patient personas will influence every marketing strategy and decision for your healthcare brands.
One of the most challenging aspects of direct-to-patient marketing is making sure your advertising dollars are reaching the right types of patients at the right time. That’s why it’s so valuable to your marketing strategy.
Other consumer-driven industries have been using this idea for years to create personalised, online experiences for their consumers. But if you haven’t asked yourself, “Who is my ideal patient and what do they look like?” you probably aren’t utilizing all your resources effectively.
What Should You Consider?
For patients, in particular, consider how their health affects their day-to-day lives, their relationships, their activities (work, recreation, etc.), and how you help them overcome challenges. While you still have to focus on the user experience, a buyer persona helps you target your messaging to those people, speak to their pain points, and solve the problems they have.
How To Make a Patient Persona
- Know the right demographics like:
- Hobbies or Goals
2. Use PatientMetRx® to Analyze what their primary and secondary health goals might be by understanding what their challenges and frustrations are using the Patient Confidence Score. We can provide you with the context behind the score so that you understand the feelings and symptoms your patients are experiencing.
3. What are their objectives? How do they want to feel? What are their needs and expectations from taking their medicines? How can you overcome any objections and negative sentiment towards your medicine brand? You’ll need all of this to build relevant and meaningful content.
4. What platforms do they use for you to better reach them.
How To Use Your Patient Persona Moving Foward
Aim to be the person or organisation that they think of first when they need the type of care, medicine, digital health tool, or platform. They know there are other options make sure they go to you.
One way to use your buyer personas is to design a patient-centric website. With this new information, you can build your brand messaging around the value you provide to that specific person. Bake it into your marketing message and content.
You can also use your patient persona to identify the searches your patients use to find health information. That way, you can make sure you show up in those searches.
You can also use your persona to understand audiences for social media advertising. To connect with your prospective patients and get found when they’re searching for answers online, you have to understand them and provide the content they’re looking for—at the precise stage, they’re looking for it.
Cole, W., (2020) ‘Patient Personas: What They Need from You’, Available at: https://uhurunetwork.com/podcast/patient-persona/ [Accessed 12 August 2021]