Commentary and thoughts on health care
Random marketing data via social media may not be applicable for your product/health condition.
Marketers need to ask “why?” and “what does this include?”
Perfect example is the latest health data from Rock Health. It doesn’t differentiate between health apps and fitness apps.
DTC marketers need to conduct their own research and validate it with follow up research.
EHR’s are in need of major disruption.
Patients believe that medical records belong to THEM and that all their medical information should be stored in ONE place.
HCP’s are tired of updating EHR software and working with other physicians who don’t have the same EHR software.
The amount of money people spend on prescription drugs has nearly doubled since the 1990s.
According to the
GAO “pharmaceutical and biotechnology sales revenue increased from $534 billion to $775 billion between 2006 and 2015. Additionally, 67% of drug companies increased their annual profit margins during the same period—with margins up to 20 percent for some companies in certain years”. Pharmaceutical companies have some of the highest profit margins in the world, a distinction that has earned the industry criticism from both politicians and consumers, who often complain about the high prices of prescription drugs
PhRMA launched a PR campaign to blame PBM’s for high drug prices and it seems to be working.
Black-box negotiation processes” between drugmakers, insurers and the middlemen who haggle behind closed doors over how much money changes hands are hidden from patients.
Drug companies set the list price of drugs at insanely high levels solely to ensure the highest possible payment by insurers once all the haggling is complete.
There are markups along the supply chain by wholesalers and retailers, which want as big a piece of the profits.
Follow up research with patients who were on therapy found that less than 2% of patients said that DTC ads were the primary factor in asking for a specific therapy.
The number one driver was recommended from HCP followed by online research and feedback from social media.
Patients said they “don’t pay attention to drug ads” because they are too repetitive and don’t address their needs.
Pharma websites continue to rank low on “meeting my needs” from online health seekers.
HCP’s are increasingly becoming frustrated with pharma sales people because they “detail” information that is readily available online.
Most HCP’s go online first thing in the morning and go to HCP sites like Medscape.
Millennial physicians use mobile devices more than Boomer physicians.
Even with the medical and scientific information online many physicians complain that the data released by pharma companies doesn’t “tell the whole story”.
Forty-five states and the Department of Justice are claiming that generic-drug prices are fixed and the alleged collusion may have cost U.S. business and consumers more than $1 billion.
The prices of some generic drugs, such as captopril (Capoten) and pyrimethamine (Daraprim), have risen substantially in recent years.
Pharma companies have raised the prices of 43 generic drugs by at least 10% so far in the first half of 2018.
Prior to going generic, many brand-name drugs see large increases in their cash price, with prices rising by as much as 50%.