There can be a tendency within the pharmaceutical industry—although I’m not pointing fingers—to sacrifice emotion and authenticity in communications for the sake of “playing it safe.” But, particularly in patient-facing communications, we must keep in mind that patients’ illnesses—whatever they might be—are indeed emotional issues for them. And for their families, friends and all of the others who care about them. So, in order for companies and their brands to authentically connect with patients, it’s essential—not optional—to find a way to tap into the emotions they’re feeling. Acknowledging them. Honoring them. And addressing them. All the while staying out of trouble with the folks up in the legal department.

For the purpose of today’s post—and to keep this from becoming a dissertation—let’s focus on how we communicate with patients through Web sites. At the SXSW Interactive conference last month, I was reminded (thanks to Kristina Halvorson, CEO and founder of Brain Traffic) that our arsenal for creating powerful Web site user experiences is larger and more powerful than ever. Among the tools we have for building compelling online content are:
Text
Data
Graphics
Video
Animation
Audio

And, within the subsets of these groups of tools are even MORE tools—like data visualization, metadata, user comments, error messages (yes—they, too, are part of the user experience and should be given careful thought), forms, links, search results, and a whole host of others.

Any and all of these tools, when used correctly and implemented with strategic consideration regarding their core purpose, can be used to create a genuine interactive experience with patients. And, notice I said “interactive.” A Web experience should never be static. The more back and forth there is between your brand and the user via the Web site—the more probable it is that a very real and lasting connection is being made.

In my opinion, Lilly is one of the pharmaceutical companies out there doing a really nice job of simultaneously recognizing and addressing both the informational and emotional needs of its audience. In the Diabetes TouchPoints section of LilyDiabetes.com, users are greeted by a video of Virginia Valentine. Not only is she a Certified Diabetes Educator, but she also has the disease herself. So, between that and the fact that she’s a natural on camera, the emotional connection with site users is immediate. And that’s the way it should work. Plus, she delivers relevant information in a very warm, conversational style that makes it feel like you’re sitting across from her in your living room.

Other features of Lilly’s site include an area for users to rate which content they find most useful, a Virtual Kitchen in which Chef Robert Lewis walks site visitors step-by-step through diabetes-healthy recipes and relevant downloadable educational materials for adult and pediatric patients, as well as for their caregivers. It’s evident that the entire Web-based experience was given careful and very deliberate consideration and that—at all times—the needs of the patient drove that process.

We have a lot of new Web-based technologies at our fingertips to enhance the age-old process of storytelling. A process that in and of itself has connected human beings for all time. While it can be a bit nerve-wracking for those whose role it is to keep us out of legal quagmires, there are ways to use these technologies that satisfy the needs and interests of everyone involved. We just have to have the creativity, commitment and patient-centered focus to implement them in ways that bring emotion and warmth back into what is all too often a very cold and sterile experience.

Tags: Communication Plan, Communication Planning, Digital Agency, Online Behavioral Marketing, Patient Communication, Patient Engagement, Patient Experience