From minimally invasive “tweakments” to traditional surgical procedures, the booming and diversified demand for aesthetic treatments is drawing many pharmaceutical companies into the field. However, unlike disease patients, aesthetic consumers hold stronger decision-making autonomy and are heavily influenced by social media, KOLs and peer recommendations. Facing this group—who simultaneously embody characteristics of both consumers and patients, pharma companies need adopt a holistic strategic perspective that can balance needs of aesthetic seekers, brand development and ecosystem collaboration.
iHEALTH, a boutique of Illuminera, has recently leveraged its full-spectrum Patient Pathway Engineering (PPE) solution to map the entire patient journey, identify key stakeholders and successfully support a multinational pharma company in building its effective patient management and strategy frameworks.
Identifying Key Stakeholders and Linking to Real Decision-Making Scenarios
Across diagnosis, treatment decisions and brand selection, different types of aesthetic consumers (e.g., other-driven or self-driven) are influenced by distinct stakeholders—many of whom play decisive roles at critical touchpoints.
iHEALTH’s research found that other-driven seekers are particularly susceptible to external influence. They heavily rely on recommendations from intermediaries, personal networks and real-life experiences shared by others.
External guidance permeates the entire journey of these consumers. At the “idea initiation” and “information searching” stages, intermediaries often act as powerful triggers, accelerating their conversion from information gathering to in-clinic consultation - some even deciding on a brand before the consultation. In later treatment stages, aesthetic consultants and physicians become essential in alleviating concerns and reinforcing treatment choices.
Based on each consumer type, can iHEALTH assist clients to identify key stakeholders, map them to concrete decision moments, design tailored communication and solutions to ensure every stakeholder plays a positive role at the right time.
Amid a rapidly evolving market and increasingly complex patient journey, iHEALTH’s PPE solution conducts holistic business diagnostics through six structured steps. It defines targeted strategies based on patient/consumer profiles, uncovers commercial opportunities throughout the full pathway, delivers actionable strategic guidance and a roadmap for sustainable growth.
For more relevant information, please send an email to marketing@illuminera.com.
