Today DTC marketers are often caught between the harsh reality of shrinking budgets and trying to prove to management that their marketing is driving sales. The key challenge is to balance the needs & wants of your target audience with insights from research to ensure that what you are doing is in fact driving consumers [...]
According to the Deloitte 2012 Survey of U.S. Health Care Consumers they want better service, increased used of technologies to improve service and coordination of care, social media, and transparency about performance. To U.S. consumers, health care is intensely personal. Opinions about the “system’s performance” are based on personal, often local, sometimes painful and frustrating [...]
The rise of people using the Internet has probably done more to make DTC marketing ineffective than any other consumer behavior. Yet with more and more people using the Internet for health pharma marketers have not evolved their online marketing to meet changing needs and wants of empowered patients.
Manhattan Research and Comscore will both tell you that there is a lift in conversion for people who visit a prescription drug website. However what research also communicates is that consumers will go us a number of online health websites to gather all the information they need to either make healthcare treatment decisions or help [...]
A new study, published Monday in JAMA Internal Medicine, suggests that despite good intentions many patient educational materials are too difficult for patients and their families to grasp. The average reading level of the online materials by groups ranging from the American Society of Anesthesiologists to the American Psychiatric Association, fell anywhere from ninth grade [...]