Health information online

What frustrates online health seekers on pharma websites?

UnknownPOST SUMMARY: While your web analytics might indicate that you are getting a lot of traffic to your product website upstream and downstream analysis indicates that visitors are also going to other health websites to both fact check your claims and help them better understand complicated health language. Continue reading »

Problems related to online health information seeking

UnknownPOST SUMMARY:  As health care systems around the world shift toward models that emphasize self-care management, there is increasing pressure for patients to obtain health information online.  Overall online health seekers display awareness of potential problems related to online health information seeking.   The need for enhanced patient communication skills and eHealth literacy assessments that are accompanied by targeted resources pointing individuals to high-quality credible online health information, and the need to remind patients of the importance of consulting a medical professional when they use online health resources to diagnose and treat a health issue is a substantial gap. Continue reading »

Engaging health seekers

sooner-or-laterPOST SUMMARY: Sooner or later biopharma marketers are going to have to engage health seekers to provide value beyond posted static information.  It’s not going to easy and there are sure to be some bumps along the way, but it’s the only way for DTC marketing to stay relevant. Continue reading »

What patients want from healthcare

UnknownPOST SUMMARY: I spent a lot of time this year leading qualitative research along with analyzing quantitative research.  I keep all the research report findings in a binder and while it’s true that a lot of the insights can’t be applied across all health conditions there are some common needs/wants.  Here are some of the most common..

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The conversations of online communities

action on rxIf pharma companies do not join the digital dialogue and influence the conversation, they will lose an opportunity to shape it, and they may be put on the defensive trying to refute the statements made by those that do take part. Continue reading »

Time to ditch ROI discussions for DTC Marketing

ditchroiPOST SUMMARY: It’s hard to have a meeting to discuss new DTC marketing initiatives without the dreaded ROI discussion. I understand that the current business environment in biopharma is about creating customers, but the problem is that consumers today don’t want to be sold.  If you really want to closer to your customers, find ways to help them make better healthcare decisions and get good credible health information. Continue reading »

Physicians and social media

docssocmed64% of physicians use at least one of the types of social network while 36% do not use any, according to the Sources & Interactions Study, September 2013. This breaks down to 13% of doctors using all three types, 25% using 2 of the 3, and 26% using only 1 of the 3 types.

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