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Focus on patients

Symptom checker misconceptions

unnamedKEY TAKEAWAY: Symptom checkers are not meant to self diagnose users they are meant as both a first step to a discussion with a patient’s doctor and a “call to action” that a patient needs to schedule an appointment with a HCP. Continue reading »

Clinical trials: Is data enough?

doctors-social-mediaKEY TAKEAWAY: With so many new drugs being developed and updates on their efficacy being released the best way to reach prescribing physicians might be a mix of patient stories with clinical trial data. Continue reading »

Will biopharma ever lead in digital marketing?

GetImageKEY TAKEAWAY: Digital leadership means taking risks to help patients chose health care treatments, but biopharma’s processes often prevent risk taking at a time when patient’s have more health care treatments and informational resources to help them chose treatments. Continue reading »

Is DTC marketing still relevant?

ListenKEY TAKEAWAY: DTC marketing has to evolve beyond TV spots and a product website to be effective because patients have too many treatment choices and aren’t scheduling appointments with doctors just to ask for an Rx. Continue reading »

Online ads becoming less effective

UnknownKEY TAKEAWAY: According the Columbia Journalism Review some 47 percent of US internet users now utilize ad blocking software. Consumers are, the study says, annoyed with “advertising and the interruption it causes to their reading experience.” Focus group participants seemed to particularly hate ads that surfaced based on browsing history. As one woman put it, “Online ads are obtrusive, obnoxious, annoying.” Continue reading »

Market conditioning for a naive drug

InsightKEY TAKEAWAY: Market conditioning for new drugs to treat new health problems need to do more than focus on the drug; they need to establish a clear need that focuses on overall patient outcomes and show a clear defined need. Continue reading »

Physicians’ biggest digital health concerns

images-2KEY TAKEAWAY: Doctors are not convinced that digital health can deliver on all of its promises. Among the concerns are being compensated for time emailing patients as well as patients being misdiagnosed via online consultations with doctors who aren’t aware of their medical history. Continue reading »

The real faces of high drug costs

UnknownKEY TAKEAWAY: Biopharma can’t just read about high drug prices in media stories, employees need to get out and listen to patients talk about how it’s affecting their treatment choices and limiting the quality of life THEY want. Continue reading »

Research: Searching for online health information

UnknownKEY TAKEAWAY: There is still a lot of frustration in the search for online health information among all demographic segments.  While pharma sites were seen as adding some value the majority of users still felt the need to search deeper to get both more information and views of current treatment options available. Continue reading »

Where does DTC marketing go from here?

screenshot_289KEY TAKEAWAY: How can DTC marketing evolve and stay relevant in a rapidly changing healthcare environment? The answer may be to make DTC marketing more personalized and targeted.  Focus more on helping people get on and stay on therapy which in turn can lead to a better overall ROI. Continue reading »