When I drive my car safely and save fuel, I expect to be rewarded.When I am a loyal patron by going to (insert favorite coffee shop here) everyday, I expect to be rewarded.
When I fly an airline consistently, I expect to be rewarded.
We live in a world today where loyalty demands reward. In our industry, this loyalty comes in the form of adherence and lack of it can cost companies millions. While there is no super-fix for adherence, a simple rewards program is a possible solution in the right direction.
According to an Accenture Life Sciences study, 63% of patients would participate in a pharma rewards program, yet only 10% have access to one.
So why aren’t we creating programs to incentivise adherence? It’s hard to always “do” what we are suppose to do. To follow the advice we know we are suppose to follow. Finding ways to reward patients, even in small ways, can help keep them motivated and moving in the right direction. Sometimes following that “suppose to” advice becomes more appealing when it comes with a little reward and patient statistics are showing that there is a demand for these programs.
By rewarding those brand loyalist we create long lasting patient relationships.
About the Author:
As Managing Director of Innovation and Insights for Syneos Health Communications, Leigh is responsible for building and scaling a global team of healthcare experts who together help life science leaders better understand the complex lives, influences and expectations of their customers. Specifically, they uncover actionable insights that fuel empathy and creativity; lead co-creation events that let marketers learn from peers, trends, and new possibilities; and help clients identify the most valuable and useful new customer experiences to create.
Leigh has worked with Fortune 1000 companies to craft their digital, mobile, social and CRM strategies for nearly 20 years.She’s worked for category-leading agencies in retail, public affairs, B2B technology, and higher education. Prior to moving to Syneos Health Communications, she held several leadership roles at our largest agency, GSW. There, she founded an innovation practice fueled by the zeitgeist and spearheaded digital and innovation thinking across the business.
Leigh has taken a special interest in complex healthcare products that can change lives in meaningful ways. She was recently a strategic lead on the 3rd largest launch in pharmaceutical history: Tecfidera. Before that she had keys roles with Eli Lilly Oncology, Abbott Nutrition, Amgen Cardiovascular, and Eli Lilly Diabetes.
A critical part of Leigh’s work is trends and new ideas. Every year, she convenes a group of trend watchers from across our global network to identify the shifts most critical to healthcare marketers. This year, she led over 250 experts to experts to focus on the most important changes in the commercial, consumer, marketing, digital and healthcare landscapes. (See reports at trends.health)
Leigh is a sought-after writer and speaker. Recognized as one of the most inspiring people in the pharmaceutical industry by PharmaVoice and Top 10 Innovation Catalysts of 2017 by MM&M, Leigh also was recognized as a Rising Star by the Healthcare Businesswomen's Association (HBA) for her overt passion, industry thought leadership and significant contributions in new business, strategy and mentoring.