we believe in true "patient centricity"
To create strong patient marketing, you must find the voice of the patient. To find the voice of the patient, you must listen to them.
Claire Wineland suffered from Cystic Fibrosis. Commenting on DTC marketing, she said: "I don't want to bust anyone's bubble, but we're actually real people leading busy lives. That means we've got many things on our minds aside from our health...So don't be surprised if we tune out your marketing messages, especially if they keep reminding us how sick you think we are."
Quantitative research conducted by the Boston Consulting Group in 2020 found the same thing - nearly half of all patients do not believe that Pharma "get's them". You will not be able to create strong Patient Communications or DTC marketing if you do not listen to the voices of patients.
speaking to patients
Nearly all great DTC marketing (examples given in our "Tips" document) started with insights from Market Research. And, sadly, the worst DTC marketing ignored these voices or was misled in the counsel provided by agencies. With experience working on some of the strongest DTC campaigns over the past 20 years, our agency helps you to hear the "true" voice of the patient.
A precision Conversation
The first step toward speaking with patients is to understand your target audience. Even in low incidence categories (like hemophilia) you need to understand the "persona" of the patient population. This will aid in the crafting of all messaging and communication efforts. It is also critical to understand the size of the patient population that can potentially respond to your marketing efforts. This information will help to guide the selection of your channel approach.
why aim is unique
We are staffed with consultants that have worked on some of the most effective DTC campaigns, from NEXIUM, CRESTOR and SYMIBICORT, AMBIEN CR, PLAVIX (big campaigns) to smaller campaigns like ARIMIDEX, PARAGARD, QELBREE and THERAVISION. You'll note that there are not many big campaigns happening anymore. We AIM to provide intelligence that will enable you to speak with your target population in a way that is meaningful to them. Take off the dressing of "Patient Centricity" which is a buzz word for many companies and apply the idea. You will find that this benefits both the patients and your bottom line.
We leverage research and consulting to provide great insights. Our experience in the industry sets us apart from other companies - especially those that depend on evaluation from "green" analysts
Size the market
Evaluation the size of addressable patient population. Often a combination of qualitative and quantitive research, especially if the patient population is small
Develop a customer profile
The profile emerges from qualitative and quantitative research. We work closely with clients to understand the competitive set and how the best opening for them in the market
messaging
We are always surprised when agencies and clients overlook the input of patient for messaging approaches. Patients find it really refreshing when you listen to their needs and take input from them
Identify communication channels
Yes, the media landscape can be confusing, but it also offers tremendous opportunities for companies that trace the "Patient Journey" effectively
comprehensive insights
We work closely with you to understand research questions and how insights can be leveraged. Our goal is to provide information that you can use. We're pleased to report that our clients are achieving strong Marketing ROI leveraging our insight
understanding what is around the corner
For many brands, there will be many emerging opportunities including new indications and advanced patient targeting. We'll be there to help in these discussions
ATU/measuring response to communications
We are experts on tracking (ATU's) the effectiveness of your marketing efforts. And we do the larger context of marketing programs launched in the past 20 years
If DTC marketing is so powerful, why doesn't everybody do it?
About Our Team
Our exceptional team of professionals has deep experience developing insights and creating strategies for highly successful brands. We’ve won awards, we know what works. Our experience is accessible to clients of every size. Every client gets the “A” team who is dedicated to your success. During our complimentary call with you, a senior member of our team will talk with you about how you can achieve the goals that you are setting for your company.
“Talent hits a target no one else can hit. Genius hits a target no one else can see.”
- Arthur Schopenhauer
It all starts with a
30-minute consultation
We'd like an opportunity to demonstrate how we can provide value to your company. By clicking here, you can schedule a brief call with a senior member of our team:
Our promises in advance of this call:
- It is not a capability or sales call. We are there to listen to you and, where possible, provide value
- In advance of the call, we will review our database of information and collect all non-proprietary information that may be of interest to you - we will do our homework
- If you wish to take the conversation further, we will respond to any requests that you have.
Even if you don't end up working with us, we're sure these tips will be valuable, and there is no pressure or obligation.
Experience working with the following brands
Testimonials
“The best market researchers do much more than report results, they explain complex data in terms that are understandable and then they show how the data can be leveraged to get results. Measured against those high standards, AIM is all-star agency, and a delight to work with!”
Business Author
“I’ve worked with Frank for more than 10 years on a variety of projects. He has tremendous expertise and always brings fresh strategic thinking to the table. Frank makes a wonderful business partner and is a joy to work with!”
Research Director, Respiratory Category
“Frank knows our business and brands inside and out, and is extremely passionate about our business. He is strategic, and solution oriented. Everyone who has the pleasure of working with him thinks of him as an extended team member.”
Research Director
“AIM is the type of business partner everyone wants. They understands what your business needs are and tailor solutions to address those needs. You can always count on AIM to provide valuable insights and meaningful recommendations to clients!”
Brand Manager, CNS category
Recent Articles
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