Healthcare brands need some new terminology and new models argues Giles Lury in his thinking piece for pharmaphorum. He suggests much of the current terminology for target audiences is no longer really fit for purpose and that too many of the maps are still rooted in old fashioned FMCG thinking.
The piece on patients resonates for me, Giles suggests names like ‘patient’ reflect an “old school” attitude; one of passivity; somebody waiting to have something ‘done’ to them while the reality today is that people are highly pro-active and don’t like waiting.
The short piece challenges terms like patient, health care professional and customer and while the piece provides some suggested answers, it is a fundamentally a plea to the industry to think again about the language and models it uses in what is a modern, more complex world.
Marketing models tend to be linear or at best circular and don’t reflect that communication is now much more of a two-way conversation, not a one-way monologue