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Focus on patients

Ignoring digital insights

UnknownKEY TAKEAWAY: Biopharma DTC marketers should be using digital analytics to identify insights and optimize their marketing, but lack of staff and understanding is leading to wasted opportunities.  Continue reading »

Pharma DTC ads not working like before

UnknownKEY TAKEAWAY: Consumers are not paying much attention to advertising today and among advertisers and ads they mistrust the most are DTC ads.  Are marketers going to continue to waste money with ineffective ads or are they going to fight to get it right? Continue reading »

Access to online services increases, but not enough

UnknownDoctors’ offices are clearly enhancing patients’ opportunities to interact with the offices online. Since 2012, the number of patients who say their doctor offers a particular online communication service has increased across the board. Most notably, one quarter (25%, up from 17% in 2012) of patients now indicate they have online access to their medical record,  including doctor visits, prescriptions, test results and history. Email access to doctors has grown as well, from just 12% of patients indicating they had access in 2012 to one in five (19%) today. Continue reading »

Is a cancer moon shot possible?

screenshot_70Vice President Joe Biden is asking for a cancer moon shot, but is this wishful thinking or the door to a possibility?  Cancer is an elusive disease because there are so many different types of cancer, but the VP may just be asking others to dream and to think outside conventional medical wisdom. Continue reading »

WebMD Sale: Implications for DTC marketers

UnknownKEY TAKEAWAY: The correlation between traffic for a healthcare site and ROI is proving more elusive as consumers spend more time debating various treatment options yet drugmakers continue down a path of “build it and they will come”.  Think of the journey to treatment rather than just a digital component. Continue reading »

Who is thinking of patients today ?

trust-websiteI have been in healthcare marketing for over 15 years yet today I am having trouble keeping up with all the healthcare news and changes in insurance because of the Affordable Care Act.  Who is thinking of patients today as the complex world of online health information continues to evolve and change ? Continue reading »

A dramatic shift in DTC marketing?

screenshot_64KEY TAKEAWAY: The distance between “awareness” of a health condition/new prescription drug and actually requesting an Rx for that product is increasing due to low trust in pharma, the ACA and insurers who are dictating which treatments are reimbursed. Continue reading »

Mapping the patient journey

customer-journey-to-online-purchase_tools_smKEY IDEA: DTC marketers can improve their marketing by thinking like patients and mapping the patient journey from “awareness” thru “requesting an Rx”. It should be done, not only for new patient, but for every segment within your audience. Continue reading »

Can ROI coexist with patient needs?

UnknownROI, that dreaded word, is killing DTC marketing .  I say that because no DTC campaign is going to directly drive patients into their doctor to ask for an Rx.  There are too many barriers to overcome and not enough DTC marketing campaigns that focus on multichannel. Continue reading »

28% have talked with a doctor about a drug they saw advertised

UnknownKEY SUMMARY: A large majority of Americans (82 percent) report seeing or hearing prescription drug advertisements, and 3 in 10 (28 percent) say they have talked with a doctor about the specific medicine they saw advertised. After talking to a doctor about a drug they saw, 15 percent of the public says the doctor recommended changes in their behavior or lifestyle, 14 percent say the doctor recommended a different prescription drug, 12 percent say they were given the drug they asked about, and 11 percent were instead recommended an over-the-counter option. Source: Kaiser Health Tracking Poll Continue reading »