Understanding the Chronic Disease Sufferer Mindset (Part 2)

In the first part of this series, we discussed the specific needs and emotions experienced by chronic disease sufferers.  Those dealing with chronic disease are unlike other patients / customers that pharma companies deal with. In the second half of this series we will talk about the specific tipping points which can make the difference between compliance and management of the disease , and denial coupled with increased risk for the disease getting out of control.

What may be missing from their care, from a variety of support provider’s touch points, is the understanding of these tipping points and how they can be addressed for the betterment of patient compliance and engagement:

1. Are they depressed?
2. Do they feel their disease is “no big deal?”
3. Do they suffer from feelings of inevitability?
4. Are they skeptical about their treatment success?
5. Do they have unrealistic plans for action?
6. Is poor social support an issue?
7. Is their environment conducive to a positive approach to their disease?

Each of these tipping points can bring a chronic disease sufferer down. Any one of them—not to mention a couple of them working in concert—can lead to non-compliance with your brand and worse, a deterioration in the patients health.

What is the best approach to acknowledging these barriers without crossing over into giving medical advice (which is always an area to avoid)? In our view, it is building messaging around these tipping points and positive examples of success into your Customer Care program is an effective way to manage against brand-busting experiences.

—-

Direct Choice Inc. is a full-service direct marketing agency that has worked with national and regional brands in a wide variety of vertical markets. In addition to this blog, you can also find us on Facebook, Twitter, and LinkedIn.