Humanizing the Patient-to-Medicine Connection

One of the challenges facing the healthcare sector at large is patient adherence. It’s a topic of continuing importance and increasing interest.With on average 50% of patients not taking their medication as prescribed (and 33% never even filling their prescription in the first place), there’s much work to be done in understanding how to drive compliance.

We recently explored the impact of emotions when it comes to adherence, co-presenting our new study with Merck at the Pharma MR conference. We found that diving deep into patient feelings about their experience provides clues to how to positively influence their behavior and affect better outcomes. For example, in this study, we explored how they feel about managing their condition and their feelings about their physician relationship.

But what about the roles other individuals play in the complex puzzle? For example, what is the role of the pharmacist? Recent industry data shows the pharmacist holds an influential position. For example, a 2013 study by the National Community Pharmacist Association identified patient connectedness with their pharmacist as the leading predictor of adherence.

This pharmacy/pharmacist connection was the focus of a Wall Street Journal article that caught our eye here at BuzzBack earlier this month. It featured CVS CEO, Larry Merlo, who focuses on this exact issue: the need to humanize the patient-to-medicine connection with a clearer understanding of emotions. He sees the role of CVS as one to “help people on their path to better health.” Mr. Merlo believes that one of the ways CVS can truly make a difference is in making sure people take the medications they are prescribed.

CVS has made improving adherence a central goal, looking to improve it as much as 15% over the next two years by working on the pharmacy-patient relationship, and not just the administration of the drug. Mr. Merlo sees the pharmacist as integral to the equation: “CVS figures a one-on-one conversation with a pharmacist is two to three times more effective than any other method to change patient behavior – in a way, the human element that often goes missing in the U.S. health-care debate.”

At BuzzBack, we are excited to be part of the debate. Through innovative tools and creative expression techniques, we help consumers find the language to articulate the obstacles that need to be removed on their road to better health. And we uncover more effective ways that pharma companies can prepare physicians and pharmacists to communicate and lead patients on their adherence journey. In fact, we’ll be conducting an upcoming webinar presenting the results of our study around this important topic. Click to attend the webinar on Wednesday, March 4th or Thursday, March 5th.

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Love App-tually

Are you ready for the most romantic holiday of the year?  If you’re still looking for love or the perfect way to express how you feel, consider yourself lucky! This season, Love Hearts®, a popular Valentine’s Day staple, will have a few new phrases added to the mix. Fourteen phrases were chosen as part of a contest this year to celebrate the candy’s 60th anniversary and to help them stay up-to-date with how people choose to communicate. Winning phrases – including ‘YOLO,’ ‘Take a Selfie,’ and ‘Swipe Right’ – will definitely help the confection stay current with today’s lingo.

And if you’re just not sure what ‘Swipe Right’ means, allow us to explain. Tinder is a mobile matchmaking app that uses location tracking to show you profile pictures of people in your area. You swipe right if you like what you see, left if you don’t. Among Millennials, Tinder is currently very popular. In fact, our recent Valentine’s Day BuzzPoll found that for one-third of Millennials, Tinder is their most favorite or most used app. They express appreciation for Tinder’s casual approach: it’s easy to meet local match-ups and there is a large variety of men/women to browse through – unsurprising, given the app’s current popularity.

OKCupid, eHarmony, Plenty of Fish, and Coffee Meets Bagel are also deemed Millennial favorites in our study. You might be asking, how do Millennials choose which matchmaking service is right for them?  We found that unique reasons for preference started to surface for each app. For example, OKCupid is preferred for its user-friendly interface and for being easy to use and understand. Long-term relationship seekers appear to gravitate towards eHarmony, with a handful saying their system is realistic – asking detailed questions before matching you up – and users feel it has the most potential for success.

We also found that the majority of apps mentioned are favored for being free. Then it got us wondering, how are these online dating sites making money? A little digging helped us discover that while most of these matchmaking apps and websites provide free options, they currently generate revenue through a combination of brand advertising and paid upgrades or memberships. Like most websites and apps, Tinder is completely free – except for a new, less popular option called Tinder Plus. Both options have  yet to allow brands to openly use their app for advertising purposes; and, with its widely popular status among Millennials, this is making some brands a bit anxious.

Earlier last year, Tinder employed experimental advertising through profiles for Domino’s Pizza and the U.S. TV show, “The Mindy Project.” Most recently, Gillette teamed up with Tinder to test out the theory that ladies prefer men with well-maintained facial hair (as opposed to unkempt beards). However, this approach was not considered traditional advertising and was not purchased through ad inventory on the Tinder platform.

While Tinder keeps toying with the idea of raking in advertising revenue, it has yet to settle on a strategy. So for all those brands out there that may want to strike up a relationship with Tinder in hopes of getting in front of the Millennial audience, you’ll just have to wait. Tinder’s just not that into you… yet.

For more info, click here or scroll below to see how Millennials these days are using online dating apps to find ‘Love App-tually.’

 

Photo credit: Love Hearts®

 

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Dining Trends in the Age of Millennials

Are Millennials behind the demise of fast food as we know it? Or to borrow from Mark Twain, are the reports of McDonald’s death greatly exaggerated? If you’ve been reading the financial news, McDonald’s seems to be in trouble – the theories abound as to why. Some point an accusatory finger at Millennials.

We have already written about the challenges of consumer product companies and fast casual establishments in capturing the taste buds of the coveted consumer group born between 1981-2000: Millennials. Their habits and preferences are shaking things up across multiple categories. Gen Y seems to increasingly favour companies like Chipotle and Panera, as well as Shake Shack and Five Guys. What’s notable is that all of these are part of the “fast casual” dining trend.

So what’s the link between Millennials and this trend? We recently conducted a study of Millennials and their attitudes about nutrition, and we are presenting at the Food & Drink Innovation Network conference in London.  Our study finds that taste, quality and experience matter tremendously to the Gen Y consumer – all hallmarks of the “fast casual”.

To Millennials, overall nutrition is important, and they want fast food to be healthier and better quality. While they are active and conscientious grocery shoppers, they do allot a significant portion of their budget to eating out. That means there’s significant opportunity for restaurant marketers to capture share of wallet.

To receive an executive brief of our Millennials & Nutrition findings, click here. And watch this space for the webinar on the subject in March.

Millennials dining trends

Connecting to Couple Up

According to a study conducted by Edible Arrangements in 2014, it appears that Millennials have limited interest and investment in Valentine’s Day – finding it less romantic and more inclusive of friends and family. In recent years, the holiday has become seemingly more platonic than sentimental. However, with the Internet boom and rise of social media platforms, this group has the capability and means to connect with others quickly, and – do we dare say – even personally.

It is no surprise then, that a generation so fixated and dependent on social media sites like Facebook and Twitter, has turned to dating sites/apps for when they are looking for that romantic connection. So much so, that these apps have gained a noticeable amount of popularity. We at BuzzBack were curious to see which mobile dating apps reigned among the digital savvy, so we asked 200 single, U.S. Millennials to find out where they go to look for “love”.

One interesting stat we found? At least 4 in 10 Millennials have used Tinder, OkCupid, Match.com, and/or eHarmony before, with nearly one-third saying that Tinder is their favorite or most used app. Interestingly, Millennials chose their favorite apps based on ease of use, convenience, and efficiency rather than success rates. So while Millennials overall are supposedly less romantic on February 14th, perhaps finding love via digital means has changed their perception of this “Hallmark holiday”.

Want to learn more from this study? Stay tuned for the full infographic from this year’s Valentine’s Day BuzzPoll!

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