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?