Findings from a proprietary study recently conducted in partnership with J. Walter Thompson demonstrate the need for a patient-centric approach, by showing that individuals living with multiple health conditions have vastly different attitudes and behaviors compared with those living with just one condition - a difference that has major implications for the healthcare industry, and that has hitherto been a "blind spot" in consumer marketing.
As the US population ages and more than 50% of over 65s are living with two or more chronic health conditions, there is a huge need to redefine the current DTC Communications model. New groundbreaking research supports the need and benefits of shifting away from the current “Condition-Centric” model and refocusing instead on a “Patient-Centric” approach, which will provide a new, “whole” view of patients’ experience living with multiple conditions. This more accurate and authentic lens will help the pharmaceutical industry understand the impact that living with multiple morbidities has on patients’ health priorities and concerns, their relationships with doctors, their treating and compliance behaviors, and the practical and emotional impacts of their conditions on their lives, as well as on their response to DTC communications - offering important opportunities for all pharmaceutical marketers.
Afro-punk partnered with Galileo to launch a seminal piece of psychographic research to delve into the psyche of the Afro-punk community, to give voice to their sense of personal identity, their value system, the path they have followed in life and their goals and aspirations for the future.
The study dissects the DNA of these fiercely independent and powerfully influential individuals – exposing what drives them, what defines them, who their heroes and role models are, who and how they influence within their own communities, how they view brands and companies, how they spend their money - and how they won’t spend their money – what sets them apart and what unifies them.
To read Forbes article on Afro-punk including Galileo's research, click here.