Blog / 4 Ways BIOPharma Can Build Trust and Loyalty: Patient Connections and Shared Values

4 Ways BIOPharma Can Build Trust and Loyalty: Patient Connections and Shared Values

Kevin Dinstell  -  8/31/2015

Today's consumers expect more from the companies and brands with which they interact. Gone are the days that a stand-alone ad campaign highlighting one product benefit could build awareness and demand—campaigns now stretch from Yelp and Pinterest to Twitter, YouTube and beyond, and consumers can follow every move a company makes in the 24/7 news cycle.

As a result, when consumers open their wallets, they now expect much more in return from the brands they support. In supporting global biopharma companies efforts to build brand loyalty for nearly two decades, we’ve seen many ways a brand can build loyalty that are probably familiar to you. But recently, we’re seeing a new approach in the consumer world that has not yet been adopted by biopharma: demonstrating shared values to build an emotional connection.

In this paper, we’ll explore shared values and other key brand elements that can build loyalty, and we’ll review research that shows how these approaches impact consumer buying behavior. We’ll also discuss how biopharma companies can adapt these elements to build brand loyalty and stronger, lasting relationships with their customers.

Check out the white paper here.

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