- Pharma marketers often view website creative as the key to building a great website, but bounce rates indicated that online health seekers disagree.
- Your website homepage should be a combination of key messages that are important to USERS and intuitive navigation that makes it easy for online health seekers to find the information they are looking for.
- As your brand moves through the life-cycle your home page should change to reflect updated needs of your audience.
KEY TAKEAWAY: Pharma product websites should help people on the journey for health information and give them the right message and information based on where they are in that journey. Continue reading
- [inlinetweet prefix=”” tweeter=”” suffix=””]80 percent of Internet users, or about 93 million Americans, have searched for a health-related topic online, according to a study by the Pew Internet & American Life Project[/inlinetweet].
- That’s up from 62 percent of Internet users who said they went online to research health topics in 2001, the Washington research firm found.
- [inlinetweet prefix=”” tweeter=”” suffix=””]Most frequently people went online to look up information about a specific disease or medical problem (63 percent) or a particular medical treatment or procedure (47 percent)[/inlinetweet].
- The new study indicates that looking for health or medical information is one of the most popular activities online.
- The research firm also found that more than half of people who had conducted a health-related search recently did it for someone else, either a spouse, child, friend or loved one.
- “A lot of people aren’t finding what they need,” says Fox. “That points to the need for better health literacy and search engines paying attention to health as (an in-depth) topic.”
- There is a significant gap between patient expectations and pharma company services when it comes to prescription drugs.
- Patients want pharma companies to “help them” learn about and manage their health problems.
- They also want pharma to provide clear and easy to understand content about their products.
- Real patient stories score very high in credibility and pharma should try and “connect” these people online.
- Patients want a source to “turn to” when they have a question about their medication beyond their doctor or pharmacist.
Putting patients first, we see a lot of drug companies and insurers using that phrase, but what does it exactly mean ? Mr Merck once said that good medicine will lead to good profits but today it seems that too many are focused on “selling” the public in an era when they don’t want to be sold. If we, as DTC marketers, put patients first that passion will translate into profits. So why is it so hard to communicate passion for patients in big pharma ? Continue reading
Family members provide more than 95% of non-professional care for older adults who do not live in nursing homes.
‣ In total, family caregivers provide 37 billion hours of care annually.
‣ Caregivers looking after elderly family and friends log 3 times as many hours per year as professional caregivers.
‣ The estimated economic value of family and friend caregiving is roughly $500 billion per year—3 times greater than Medicaid’s expenditures on professional long-term care.
- Physicians do spend time online, but their number one site is still Medscape.
- They don’t have the time to connect with patients with social media and don’t see the value.
- Drug company studies are a good source of information, but they want to “know more”.
- Patients are “rarely’ coming to them asking for advertised drugs.