- [inlinetweet prefix=”” tweeter=”” suffix=””]80 percent of Internet users, or about 93 million Americans, have searched for a health-related topic online, according to a study by the Pew Internet & American Life Project[/inlinetweet].
- That’s up from 62 percent of Internet users who said they went online to research health topics in 2001, the Washington research firm found.
- [inlinetweet prefix=”” tweeter=”” suffix=””]Most frequently people went online to look up information about a specific disease or medical problem (63 percent) or a particular medical treatment or procedure (47 percent)[/inlinetweet].
- The new study indicates that looking for health or medical information is one of the most popular activities online.
- The research firm also found that more than half of people who had conducted a health-related search recently did it for someone else, either a spouse, child, friend or loved one.
- “A lot of people aren’t finding what they need,” says Fox. “That points to the need for better health literacy and search engines paying attention to health as (an in-depth) topic.”
- Only 3% of healthcare advertising is spent on digital.
- Pharma websites are not designed to engage users they are there to strictly inform people about the advertised drug.
- An estimated $7.4 billion (£5.5 billion) was wasted on display ads alone in 2016, a figure that will rise to $10.9 billion (£8 billion) by 2021, according to Forrester.
- Before serving an ad, marketers must gain insight on target audiences. Many take a “spray and pray” approach, hoping to drive performance success.
- [inlinetweet prefix=”” tweeter=”” suffix=””]According to AdWeek, only 14% of marketers whitelist sites,[/inlinetweet] with 52% estimating that 10-50% of their marketing spend is lost to fraud.
- [inlinetweet prefix=”” tweeter=”” suffix=””]More than half of paid programming impressions are probably fraudulent[/inlinetweet], while under even the best-case scenario, one-third of those impressions aren’t viewed by an actual person.
- There is a significant gap between patient expectations and pharma company services when it comes to prescription drugs.
- Patients want pharma companies to “help them” learn about and manage their health problems.
- They also want pharma to provide clear and easy to understand content about their products.
- Real patient stories score very high in credibility and pharma should try and “connect” these people online.
- Patients want a source to “turn to” when they have a question about their medication beyond their doctor or pharmacist.
- 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: [inlinetweet prefix=”” tweeter=”” suffix=””]Personal anecdotes of experiences with a particular drug or other form of treatment may have little relevance to whether that treatment fits another person[/inlinetweet]. 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