July 17, 2014 12:26 pm
POST SUMMARY: Pharma product websites are too important to let an agency develop in a vacuum. DTC marketers need to be involved from strategy through testing and optimization yet very… more>>
POST SUMMARY: Implementing a global digital marketing strategy for OUS affiliates can be challenging, but today digital marketers need to think about where patients, outside the US, are going for health information and how they are making decisions. Here are some steps to implement a global biopharma digital marketing strategy…
When it comes to healthcare treatment options patients want to know what to expect and they trust each other a hell of a lot more than advertisers. In fact 80% of respondents in a recent research study participate in online groups to help others by sharing information and experiences. and 66% participate in a professional community to belong to a group of colleagues and peers. 41% participate in groups to be seen as someone knowledgeable. What are the implications ?
POST SUMMARY: Finally a disease state website that looks like it was designed for patients and consumers not by a pharma company. COPD.com should be benchmarked as a best-in-class health website and shows what can be done if we think like patients.
POST SUMMARY: Web analytics can provide a wealth of information allowing brand teams to determine if they are on target with the global launch of new prescription drugs. By developing a digital global launch excellence template organizations can benchmark if their message is cutting through the clutter to reach consumers who are likely to ask about your product.
POST SUMMARY: IBS affects between 25 and 45 million people in the United States (10 to 15% of the population). About 2 in 3 IBS sufferers are female. About 1 in 3 IBS sufferers are male. IBS affects people of all ages, even children. Although IBS is common in the general population, few seek medical care for their symptoms, so I have to wonder why Ironwood and Forest are taking such a bad approach to the DTC marketing for Linzess.
POST SUMMARY: GE Healthcare is using Google+ to reach patients, caregivers and physicians to increase awareness of the challenges of Parkinson’s disease. They have included some experts and have used Google+ hangouts to sponsor a talk with some experts on Parkinson’s disease. Now this is what a great healthcare social media program can look like.
Native apps command about 86 percent of U.S. consumers’ mobile time, or about six times more than the mobile web does, according to a mobile analytics report by Flurry. But what exactly is mobile and do people use mobile devices, tablets and Smartphones, the same way? From preliminary research the answer to that question would be “no”.Time spent on a mobile device by the average US consumer has risen to 2 hrs and 42 minutes per day from 2 hrs and 38 minutes per day in March of 2013. Apps continued to cement their lead, and commanded 86% of the average US mobile consumer’s time, or 2 hrs and 19 minutes per day. Time spent on the mobile web continued to decline and averaged just 14% of the US mobile consumer’s time, or 22 minutes per day. The data tells a clear story that apps, which were considered a mere fad a few years ago, are completely dominating mobile, and the browser has become a single application swimming in a sea of apps.