RTC Blog

From inside information to far out ideas, here's what
has captured our attention and spurred us into action.

Caring about the Caregiver

When working with pharmaceutical clients there are many conversations about the patient audience that we are talking to, their needs, and what we can do to better serve them. However, recently both on internal accounts at RTC and outside research that I have done, that is not necessarily the case. Now the caregiver is becoming an increasingly valuable individual to market and speak directly to. Think about it – it is the caregiver that is helping the patient deal with whatever disease they have, it is the caregiver that has to drive the patient to the doctor’s office, and a lot of times it is the caregiver that is paying the bills. Why wouldn’t pharma marketers direct communications toward caregivers?

In a recent Fast Company article they talk about a mobile app that was created specifically for caregivers called “StandWith – How Can I Help?” This app allows caregivers to assign tasks or send updates to anyone who might want to help out by connecting the parties via Facebook, email, or Google+. The somewhat unique aspect of the caregiver-specific app is that it is not disease-state specific, but instead it is task specific. When you are a caregiver trying to help your loved one manage their disease, sometimes the last thing on your mind is walking your dog or picking up your dry cleaning. Currently StandWith is in closed beta being tested within the F*** Cancer community and other charity partners, but it is a highly anticipated app expected to launch publicly this fall.

Today, many caregivers are receiving support from disease-state-related communities, but that support is typically very disease focused. At the end of the day, the groceries still need to be purchased and the kids still need to be picked up from school. This app tries to support caregivers in their everyday life so they can focus on their loved one.

Whether it is a caregiver corner on a website or a tool just for caregivers, shouldn’t pharma marketers continue to bring caregivers to the forefront of the tools and resources they are providing?

Add a Comment

Perspectives Treffpunkt
#VXSafetyVideo 2014 Winter Olympics 23andme 3-d printers 3-d printing Adboe Adobe Gadget Adobe Magpie Adverse Events advertising advertising careers agency Airbnb Amazon American Airlines Amgen analysis analytics antisocial network app apple aranesp ArsTechnica augmented reality Benicar Bitcoin black box drugs black box warning blue button boomers Box brand to customer relationships Browser Release Announcement business Business Insider Cancer Candy Crush captain kirk Caregivers Circulars Citius Pharmaceuticals Click-to-Chat CNN commercial space travel communication communities community management consumer research cover photo cross-interface culture customer engagement customer engagement agency Customer Experience customer experience design customer relationship marketing CX D.C. Daiichi Sankyo data data analysis data driven marketing data management data modeling data-drivem dc DC Advertising DC digital marketing DC marketing dc week 2012 Delta design Development Devin Fernandez diagnostics Diclegis Digital digital advertising digital behavior digital marketing display DMP doctors economics economy efficacy claims Elena Zamolodchikova Emily White engagement marketing executive leadership f*** cancer facebook FarmVille Fast Company FDA FDA guidelines FDA Letters Federal Aviation Administration Fire Phone FitBit Forsman Bodenfors fun Gamification gaming gen-x gen-y generation mashup generations GenY Geordi La Forge gesture technology gestures global google Google Chrome google goggles google hummingbird Google Translate Google Wallet Grey London hcp hcp marketing health healthcare hitchBOT holodeck Huffington Post HuffPost Live hypospray IBM Ice-cream injections innovation inrix insights Instagram iPad iPhone james tiberius kirk Jean-Claude Van Damme Jell-O jet-injection JetBlue John Gerzema Juxtapid Kadmon Kickstarter language leadership letter from the editor life marketing marketing careers marketing DC Marketing Innovation marketing mix marketing promotions Mashable Matt Kruse medical apps medication medicine millennials mobile Mobile App Mobile Apps mobile experience Mobile Marketing mobile phone mobile technology mobile-first companies Moscow Mt. Gox MTV multi-channel planning Multisensory music Music Productivity neil young New York Times Bestseller next mobile experience organic search Oxford English Dictionary paid search park me app party patient health patient targeting patient-doctor relationship patient-level data Pay Phone people perspectives pharma pharmaceutical advertising Pharmaceutical Marketing pharmaceuticals photography pillpack Pinterest ponomusic Popmoney prescribing information prime directive principles relationship marketing relationships replicators Retail Retale ReWalk ribapak Ribasphere RibaPak RM Roy Sekoff RTC RTC Agency RTC Blog RTC Chatter RTC Dev Team Safety Video sara collis scanning secure search encryption segmented data Selfie SEO simulator Snap Chat Snapchat soccer social engagement Social Fixer social listening social media social media marketing social network Songza space space x staff StandWith Star Trek storify Subway summer Sung Kim Suprenza SXSW sxsw interactive SXSW14 Synesthesia team building technology Telecommunications telemedicine The Athena Doctrine translate translation translator trekkies tricorder tumblr twitter Twitter #Below10KFeet Twitter changes Uber US WorldMeds Vending Machine Venmo Virgin America virgin galactic virtual reality Visor Vital Technologies Corporatio Volvo Trucks washington Washington DC Washington DC ad agency Watson wearable technology Winsha Chen Women wondervoice World Cup Wunderman Wunderman Reports wunreports Yahoo Yahoo Finance Yahoo Mail Yahoo News YouTube zipcar