April 10, 2014 11:08 am
POST SUMMARY: Physicians are not using the mobile web they are using apps as a tool like a stethoscope. The number one reason that they are using apps is to… more>>
POST SUMMARY: With most pharma companies trying to balance budgets with the challenges of a new healthcare environment DTC marketers are being challenged to meet targeted KPI’s with less dollars. This is putting more pressure on agencies to deliver metrics that matter, but we are also moving into an era of getting closer to patients/consumers/caregivers in order to help them make better healthcare decisions.
Native apps command about 86 percent of U.S. consumers’ mobile time, or about six times more than the mobile web does, according to a mobile analytics report by Flurry. But what exactly is mobile and do people use mobile devices, tablets and Smartphones, the same way? From preliminary research the answer to that question would be “no”.Time spent on a mobile device by the average US consumer has risen to 2 hrs and 42 minutes per day from 2 hrs and 38 minutes per day in March of 2013. Apps continued to cement their lead, and commanded 86% of the average US mobile consumer’s time, or 2 hrs and 19 minutes per day. Time spent on the mobile web continued to decline and averaged just 14% of the US mobile consumer’s time, or 22 minutes per day. The data tells a clear story that apps, which were considered a mere fad a few years ago, are completely dominating mobile, and the browser has become a single application swimming in a sea of apps.
POST SUMMARY: How do users read web content? They don’t. The truth is, people are going to skim and scan all the lovely content you’ve written, looking for something (a keyword, a header perhaps?) that catches their attention or matches the reason they’re visiting your website in the first place. Web users spend 80% of their time looking at information above the page fold (meaning, the part of the webpage that’s visible when users first land there). Although users do scroll, they allocate only 20% of their attention below the fold.
POST SUMMARY: According to the journal JAMA Internal Medicine fully 37% of those surveyed endorsed the belief that the Food and Drug Administration, under pressure from pharmaceutical companies, is suppressing natural cures for cancer and other diseases, and 31% said they “neither agree nor disagree” with that idea, the researchers found. In addition, one in five said they agreed that physicians and the government “still want to vaccinate children, even though they know these vaccines cause autism and other psychological disorders.” Pharma has a long long way to go to earn the trust of skeptical health consumers.
54 percent of the more than 6,000 cancer patients in the national registry said they wish they received more help dealing with emotions related to cancer. 58 percent reported that they wished they had more help managing long-term side effects like fatigue and anxiety. 41 percent said that engaging in sex since their diagnosis has been a source of distress. There is a HUGE opportunity for biopharma to go beyond the product.com website and provide much-needed resources for patients.
According to a Comscore report, ￼Pixels, Patients and Prevention How Today’s Consumers are using the Internet to Manage Their Health, only 9% of internet users prefer drug websites for health content. This can and should be a lot higher. Here are some things that biopharma marketers can do to increase traffic to their site and improve their branding.
According to Pew Internet, 60% of e-patients say the information found online affected a decision about how to treat an illness or condition, 56% say it changed their overall approach to maintaining their health or the health of someone they help take care of and 53% say it lead them to ask a doctor new questions, or to get a second opinion from another doctor. In other words the Internet is important for patient health care choices.
Women with children in the household are the primary users of online health information—they are the “chief medical officers” of their families. Roughly three-quarters of US women use the internet for health information, according to the Pew Internet & American Life Project, and many of them do so nearly daily. Yet when it comes to unifying the customer experience cross-channel less than one quarter of companies report they “always succeed,” while more than 60 percent “often or sometimes fail” according to a Forrester study .
Today’s consumers don’t just question, they challenge and flat out reject the irrelevant, unnecessary, and insulting. Yet a lot of pharma and biotech websites don’t talk to people, rather they read like a drug label or worse, a used car salesperson. It’s ironic that an industry so entrenched in processes often can’t develop a great online branded experience.