By: Lisa Farren, PCM
Director, Marketing & Communications
Marketing encompasses a wide range of strategies aimed at promoting everything from products, services, and ideas. One such strategy is persuasion,n which relies on the use of psychological approaches to influence consumer behavior. Going beyond the presentation of information, persuasion works to build a sense of trust or credibility in the product or service being promoted. There is an ever-increasing use of this strategy in direct-to-patient (DTP) marketing. Anyone who spends time exploring the internet, reading magazines or watching TV has been exposed to health-related advertising. The ads tout everything from wearable devices capable of monitoring a myriad of health metrics, prescription drugs, at-home kits to test for food sensitivities and hormone levels, to home-based fertility treatments. DTP marketing generates copious demand for health-related products by creating a sense of trust in the product and in an individual’s capacity to play an active and self-driven approach to their health.
Like all things, the consumerization of healthcare can be viewed through various lenses. Some may advocate for a consumerist approach to healthcare, saying information is power. DTP marketing views patients as consumers, encouraging people to take an informed and proactive approach to their health. In a few clicks, people can research symptoms and even order tests or medications to be delivered right to their doorstep.
On the surface, DTP marketing appears to offer advantages, including convenience and accessibility. Wearable devices that monitor heart rate and other health metrics promote prevention and play a role in the early detection of potentially serious conditions. Knowledgeable consumers shop around, which creates fruitful ground for marketplace competition, choice, and a continuous drive to innovate.
But it’s important to consider that every coin has two sides, including the consumerization of healthcare and there are caveats to consider. In fact, negative outcomes from DTP marketing may be particularly concerning.
Feeling empowered by the availability of information and at-home tests/devices may dissuade some individuals from consulting their physicians. What do people do with the information garnered from a DIY test or vitals tracking? The average person does not have the medical acumen to interpret at-home test results. Will an at-home test with “normal” results cause someone to avoid seeing their provider, resulting in a possible delay in disease diagnosis? Diagnostics without professional medical oversight could be disastrous. The use of multiple platforms or websites without professional medical oversight is fragmented. Ethical questions around DTP marketing are another consideration, particularly given the use of data in personalizing people’s online experience. There is potential for ads to appear in the online feeds of vulnerable individuals who may be more easily persuaded to purchase unnecessary tests or products.
Considering all the overwhelming options available, now more than ever, having a trusting and collaborative relationship with a trusted doctor is vital. Building and maintaining such a relationship ensures patients have a medical professional responsible for coordinating their care and optimizing their health. Unlike a one-off advertisement for a particular test or medication, primary care providers care for the whole person. There is human connection, a coordinated, comprehensive, and invested approach to patient care.
At its most effective, DTP marketing offers a convenient way for people to take an active interest in their health and wellness, raising awareness for various health conditions and treatments. But the potential for misinformation, misdiagnosis, and fractured care are concerning byproducts.
In a world filled with persuasive messaging, where medical test kits are a click away and wearable devices can track vitals, people may be misguided in thinking they are capable of managing their own health. To do so is to take the short view, a behavior that potentially may put a person’s overall health at risk. A strong patient-physician relationship is irreplaceable.