- Patients, today, have a lot of choices when it comes to Rx medications.
- They spend a lot of time online comparing treatments.
- Social media is playing a bigger role, however while patients seek out other patients, because of their experiences, they usually require more information.
- Online health seekers use multiple online health websites to get the information they need they only go to pharma websites for information on a specific product.
KEY TAKEAWAY: While DRG and other research organizations continue to show that people are visiting pharma product websites an analysis of online metrics continues to show that they aren’t meeting the needs of online health seekers. Continue reading
KEY TAKEAWAY: Personal anecdotes of experiences with a particular drug or other form of treatment may have little relevance to whether that treatment fits another person . The truth is that some patients delay health care for too long, or opt out of evidence-based treatment in favor of something of dubious benefit that’s talked about in social media or other, less than credible, website. Apps and the Internet are no substitute for a trained medical professional. Continue reading
KEY TAKEAWAY: Pharma product websites, according to the latest qualitative research, are still not providing people with the information that drives them into their doctor’s office to ask for a prescription. Continue reading
KEY TAKEAWAY: DTC marketers are losing website traffic because drug names are often hard to spell and your audience relies on Google to find your website. Continue reading
KEY TAKEAWAY: I keep hearing about patient engagement. However, what I have found, and is supported by continued research, is that most patients want to be engaged with a pharma company when it come to their health. Continue reading
If your company is spending money on online advertising, you are almost certainly being robbed.Google reported that 56% of online display ads that are paid for by advertisers are never seen by a live human being. (And remember, Google is one of the world’s largest sellers of online display ads.) Recently The New York Times ran a story claiming that 57% of online video ads are never seen. CNET reported on a study by research firm Incapsula that found only 38% of traffic on the web is human. Kraft announced that it was rejecting 75-85% of the online ad impressions it was being offered because they were “fraudulent , unsafe, non-viewable or unknown.”