Is Climate Data The Key To Pharma's Consumer Breakthrough?

Our planet is rapidly warming, and its impact on pharma consumers is palpable. From worsening allergies and heatstrokes to cardiovascular diseases and cognitive decline, the health cost of climate change is undeniable. As a result, we’re noticing a gradual shift in what the modern-day consumer seeks from healthcare solutions.

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For decades, pharmaceuticals have followed a reactive model. Consumers would fall ill first, and then medicines would offer solutions. But today, the story is changing.

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In our latest whitepaper, we explain how these changes in consumer preferences actually open the door for pharmaceuticals to adopt a groundbreaking proactive and personalized approach across functions. All through hyperlocal climate data.

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Here are the major takeaways from this whitepaper:

Changing consumer preferences

The rise in temperature and pollution levels is contributing to a surge in allergies, respiratory diseases, and other health conditions. Implying that pharma consumers are not only growing in number but also facing a broadening spectrum of illnesses.

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Moreover, pharmaceutical consumers are becoming increasingly engaged in managing their own health. They're continuously monitoring the quality of the air they breathe, the food they eat, and the water they drink. The reasons are pretty simple: the information they need is easily available online, there are more and more co-payment options to purchase medicines, and following the COVID-19 pandemic, there’s a rising interest in self-care.

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The average American household spends around $5000 per month per person on healthcare.
Source: CNBC

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Today, the average consumer is seeking solutions that address her current needs and help prevent future health issues. Our full whitepaper expands further into what specific health issues are on the rise and qualifies how this growing consumer awareness is translating into action, with spending habits reflecting a clear preference for preventive and personalized healthcare. This shift has multiple implications for the pharmaceutical industry.

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But how should the pharma respond to these changing needs?

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What this means for Pharma

Despite being the second highest advertiser after tech, there is a growing disconnect between consumer needs and pharma’s approach. This disconnect is evident in the fact that the traditional “one-size-fits-all” marketing strategy will not work in 2024, as consumers are increasingly seeking personalized and preventive healthcare solutions.

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However, the pharmaceutical industry is in a highly advantageous position to bridge the gap between consumer needs and its approach. It can apply this thinking not just in marketing but across all functions.

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In our whitepaper, we even highlight some ways in which pharmaceutical companies can adapt using climate data—for instance, by improving ROIs and ROAs with more effective targeted marketing strategies and improving the accuracy of demand forecasts.

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Climate data as a holistic solution

The future of healthcare hinges on proactive and personalized solutions. This is where climate data steps in.

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Environmental indicators like air quality and pollen levels vary in every corner of the city. Thus, decision-makers need access to hyperlocal climate data.

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As elaborated in our report, there are some key areas where pharmaceutical companies can innovate with climate data, including precision medicine, inventory management, personalized marketing, and holistic healthcare. These areas represent opportunities for pharmaceutical companies to adapt and thrive in the changing healthcare landscape.

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• ‍Precision Medicine
  • Climate data, such as hyperlocal air quality and pollen insights, can be used to identify populations at higher risk for specific environmental health triggers. This enables healthcare to develop targeted medications and treatments for health concerns specific to regions or demographics.
• Inventory Management
  • Pharmaceuticals can avoid stockouts and optimize inventory by integrating climate data into their demand planning infrastructure. Accurate environmental insights and other factors are significant in predicting potential surges in demand for medications based on seasonal weather patterns or anticipated outbreaks.
• Personalized Marketing
  • Move beyond generic advertising. Leverage climate data to create location-specific campaigns highlighting relevant preventative measures and products. This fosters trust and strengthens consumer relationships.

• Holistic Healthcare
  • Integrating climate data into pharmaceutical operations can enhance patient outcomes by providing a comprehensive understanding of how exposomes (environmental factors) affect human health. For the healthcare industry, higher consumer engagement also increases brand loyalty, improving revenues.

Looking forward

In 2023, we experienced the warmest year on record. The world is facing the harsh consequences of increased global temperatures, such as rising pollution, pollen, and the frequency and severity of natural disasters, all of which significantly impact human health.

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At Ambee, we are committed to providing the most accurate climate datasets to help prepare for and mitigate climate risks. Download our whitepaper to learn how climate data can help the pharmaceutical industry become a proactive healthcare leader.

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Why Must Pharma Embrace Climate Intelligence Now?