Opinion

Marketing medicine is a serious business, right? Well, no actually - or at least it doesn't always have to be.

Marketing medicine is a serious business, right? Well, no actually - or at least it doesn't always have to be.

Understanding patients' attitudes to their conditions and medicines is a crucial first step for companies wanting to connect with their product users. And although having a long term condition is certainly no laughing matter, it seems that patients actually welcome a bit of light relief at times.

That's presumably why Dr. Westby Fisher has found himself surprisingly successful in his sales of 'Humorous and Thoughtful Apparel and Merchandise for the Irreverent Patient' through his www.MedTees.com website.

I can't remember how many times the planning of a patient support program has concluded that "we have to help patients accept their condition as part of their everyday life..." and now with Dr. Wes's products it seems we can really help patients proclaim to the world, "Been there, got the T-shirt".

My personal favourites are the iPod spoof, "IPump" for those with insulin pumps and "Chemo Commando" for kids.

So next time your agency tells you that a pedometer or daily diary is the ideal brand reminder for your patient program maybe it's time to think again...

Perhaps whoever said, "Laughter is the best medicine" wasn't so far off the mark?

Di Stafford is Director of The Patient Practice Ltd, a consultancy specialising in patient marketing, communications and relationship management. www.thepatientpractice.com