Focus on patients

Desktop vs. mobile for DTC marketers

desktopvsmobilePOST SUMMARY: People use mobile devices to consume online media, but still use desktops to a large extent for things like eCommerce.  After a few years of strong growth for iOS and Android tablets and a corresponding decrease in PC sales, the inverse is suddenly true: PC sales are up and tablet sales are “crashing.”  According to Talking New Media mobile device usage has now surpassed consumer consumption on a desktop, 60 percent to 40 percent, respectively. This compared to March 2013 when desktops were used 53 percent of the time vs. mobile’s 47 percent Continue reading »

What has changed when patients chose healthcare treatments?

changePOST SUMMARY: Most DTC marketing does not acknowledge that the way patients chose healthcare treatments, including prescription drugs, has changed over the last 3-5 years.  Today it’s more about trade-offs when choosing healthcare treatments and cost vs. benefit is becoming a bigger factor in the equation. Continue reading »

Treating people, not patients

rxdrugsPOST SUMMARY:  70 percent of all Americans are on at least one prescription drug, and 20 percent of all Americans are on at least five prescription drugs and according to the CDC, approximately 9 out of every 10 Americans that are at least 60 years old say that they have taken at least one prescription drug within the last month. Are we treating patients with an Rx when they might need other forms of treatments? Continue reading »

Time for DTC marketers to get to work

its timePOST SUMMARY: Consumers don’t trust big pharma, but hey are going online in bigger numbers to get health information.  If we want to be part of the conversation we need to EARN their trust one patient at a time.  It’s not going to be easy, but we need to fight for patients at every meeting and within every online digital interaction. Continue reading »

DTC marketers: Your search budget just went up

making-customers-hate-you-makes-google-love-you-300x219POST SUMMARY: Google said that AdWords will no longer allow advertisers to prevent their ads from showing up on “close variants” of their keywords — i.e., ads will, by default, show up on both the advertiser’s keywords and on close spellings. If you bid on the singular version of a keyword, it might also show on the plural version and you can no longer tell Google you don’t want that. Your ads might also show on misspellings and other “close variants” of your keywords.  In other words you need to purchase spelling variants of your product and disease state for paid search. Continue reading »

DTC: Is social media really an option?

optionPOST SUMMARY:  I just received the preliminary findings from some qual research that was conducted this weekend in four cities within the US. The objective of the research was to determine if current patients, those taking at least one Rx for a health condition, were interested in engaging a pharma company on social media. Continue reading »

Why patients need relationships with HCP’s

rw-bwPOST SUMMARY: Two years ago, suicide became the leading cause of death by injury in America, surpassing car accidents for the first time. And the major reason for that change was a cohort shift: Men and women between the ages of 35 and 64 are increasingly committing suicide. The latest addition to these statistics is Robin Williams.  At a time when new platforms are emerging to see a doctor via computer or smartphone, we are reminded that physicians need to treat the whole person and that patients should develop a relationship with their doctors based on trust and understanding. Continue reading »

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