Reaching Gen-Z  

Despite creditable ongoing efforts by pharma to represent the broadest and most diverse population of patients in research and care, younger patients still often don ’t get represented and consulted as they might. Only by building a closer understanding of them will pharma be able to serve them better. And it can only do this by first finding and listening to them.  There ’s an obvious, if still under explored avenue here. “If you think about where younger people are, they ' re on social media, ” says Seth Rotberg, who co-founded Our Odyssey, a nonprofit organization dedicated to connecting young adults impacted by a rare or chronic condition. This extends to their healthcare activity and when diagnosed with a new condition, young adult patients are digitally savvy, searching on Facebook, Instagram, or Twitter, says Gail Trauco, CEO of The PharmaKon, a company that increases diversity inclusion for patients in clinical trials.  But pharma is not used to engaging with younger Gen-Xers and Older Gen-Z and its messaging is often a turn-off for them, says Rotberg. “I don ' t feel I can necessarily relate to pharmaceutical industries, because a lot of what they ' re trying to market is marketed to a different population. ”Sharing stories And younger people have a different set of needs compared to children or older adults, he adds. “If you ' re trying to market to young people, you have to think about where they ' re at. ”How best to reach them then? Working wi...
Source: EyeForPharma - Category: Pharmaceuticals Authors: Source Type: news