European Union Regulations

EU regulations on personal privacy are strict, and almost all European countries have added their own particular nuances. Despite this, there are many things that pharma marketers can do to communicate with their patients in the EU, but, to date, very few are doing much of anything.

Yes, the regulations are tight and there are big penalties if you cross the line. Because of that fact, many marketers seem to shy away from attempting to get closer to their patients; they shouldn’t, because that is doing both their company and their patients a disservice.

Many studies show that getting closer to your customer or patient always pays dividends. According to Deloitte and Touche, “Attracting a new customer is five times more expensive than retaining a current one, and retaining an additional 2% of customers annually can reduce operating expenses by 10%.” For consumers, it is in the measure of better health outcomes; for life science companies, it is measured by increased awareness and retention of patients who need better or more optimal treatment. These factors add up to increased patient compliance and a better return on any marketing investments you make (the ‘Holy Grail’ for life sciences marketers.) Some brands are doing it, but many others, even within the same organizations, don’t know anything about it. Sometimes marketers even collect the right information yet don’t do anything with it.

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