According the Journal of Medical Internet Research “Online communities can be an effective channel for caregivers, especially women, to seek and offer information required for managing clubfoot-related uncertainty. To enhance communication with parents, health care institutions may need to invest additional resources in user-friendly online information sources and online interactions with caregivers of children with special illnesses such as clubfoot. Furthermore, explorations of information-seeking and information-provision behaviors in online communities can provide valuable data for interdisciplinary health research and practice.” So why are pharma marketers continuing to ignore the needs of online health seekers ?
POST SUMMARY: Just as an estimated 3.9 million Americans are reaching 65 years old this year1, an Accenture survey shows there is growing demand among tech-savvy seniors (67 percent) who want to access healthcare services from home, but the majority (66 percent) are worried today’s technology isn’t sufficient to do so.
POST SUMMARY: Good data, on how online health seekers get information and make healthcare decisions, is hard to get but both Comscore and Kelton/Makovsky has given us a pretty good road map on where to start. Here ae some insights to help online health seekers engage your brand online and seriously consider your product as the answer to their problems.
POST SUMMARY: According to Makovsky Health and Kelton Research just 8% of U.S. Internet users, ages 66 and older, cited pharmaceutical company websites—the lowest response rate across all age groups. Instead, seniors were more likely to turn to WebMD, cited by 48%. Of the 80% of Americans willing to visit a Pharma-sponsored website, those 66 and older were more likely to visit the site if a healthcare professional recommended it (52%).
There are a lot of defeatists when it comes to DTC marketing exploring new opportunities. My last post on why drug companies need online communities was met with “we can’t” and reasons why it won’t work but that is not an acceptable answer. Stop saying “we can’t” and start asking “what’s best for our audience?”