Category Archives: Internet

Why each brand should have a dedicated eMarketing person

Posted on December 11, 2010 | 4 Comments

Internet marketing is too important to have one person lead and execute for a lot of brands within pharma. There are too many people using the Internet for health, too much bad health information and it’s time to ensure that a dedicated eMarketing person can leverage the knowledge of marketing, branding and the Web to ensure that dollars are allocated to provide maximum ROI. Continue reading →

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Posted in Internet, Working in the industry

Tagged emarketing

Why don’t drug companies provide better content on websites ?

Posted on December 2, 2010 | 5 Comments

Content drives conversations. Conversation engages your customers. Engaging with people is how your company will survive and thrive in this newly social world. In other words, online content is a powerful envoy for your business, with an ability to stir up interest, further engagement, and invite connections. Why hasn’t the healthcare industry focused more on better content that drives engagement and creates trust ? Continue reading →

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Posted in Internet

Tagged Content marketing

Some rules to follow for effective patient relationship management

Posted on October 30, 2010 | 1 Comment

As a pharma marketer and patient I have signed up for some patient relationship management programs but it seems after a couple of months the relationship is usually terminated on the brands end. Effective patient relationship management can be very effective in both recruiting new patients and compliance but in order for it to really provide a good ROI you have to think of patient segments, a lot of patient segments. Continue reading →

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Posted in Internet

Tagged Patient Relationship Management

Online Health Research Behavior

Posted on October 12, 2010 | 5 Comments

The type of website consumers turn to for health and wellness information and the reasons they go online for such information is greatly influenced by the stage of the condition they are experiencing and varies by ailment type, age and gender, according to research released today by Kantar Media.

The study found that the type of website visited to research a condition varies by the stage of one’s ailment. While health information websites are used more often than search engines across all stages of the 40 ailments covered in the study, search engines are the preferred next option at early stages of a condition. However, for those recently diagnosed, in recovery, or living with an ongoing condition, websites dedicated to a particular condition are preferred over search engine.

Findings also indicate that men and women use online health research differently. Nearly 84% of women researched for someone else compared to 75% of men who researched for others. When it comes to reading reviews or ratings about doctors, however, men are just as likely to do so as women.

The study’s findings also show differences in online health research based upon age. For example, 18 to 34 year olds are more likely to go online to find healthcare professionals and read reviews or ratings about physicians, while those 50+ will seek information about a condition or treatment after visiting a doctor.

Among other findings:

Of the 178 million Americans who have gone online in the past month, more than 89% have used the Internet for health research, with the typical user being female and under 50 years of age.

The primary reason for going online for health information is to gain general knowledge about a condition (71%), followed by researching symptoms that either the individual or someone else is experiencing (59%).

56% of respondents said a health care professional recommendation makes a health website trustworthy, followed by 46% who said the inclusion of academic articles or scientific research does and 39% who said having information that is easy to understand does.

79% said that they feel the Internet provides a wealth of resources when they are searching for health and wellness information, while 74% said they are very cautious about which websites they access for health and wellness information.

For those recently diagnosed with a condition, 77% say they first turn to online sources for information, second only to 81% who say they turn to a healthcare professional. Nearly 51% rely on magazines, pamphlets or other print publications.

Implications for pharma marketers

1. Before you determine your online strategy you need to have an in depth understanding of disease state awareness among your target audience and the triggers that cause them to go online for health information.

2. Each disease state is different. You cannot apply broad online strategies to all products and health conditions.

3. Help your audience get to the relevant information they want and need. Ensure that your site has deep links to credible sources of health information and update them regularly.

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Posted in in the news, Internet

Tagged Online Health seekers

About.com 2010 Health Study

Posted on September 1, 2010 | 8 Comments

About.com surveyed 1,321 consumers to get a better understanding of how people use the web to manage their health and what kind of information they are seeking. Here are some key findings from the study:

Key Insights & Trends (2010 vs. 2009)

We are seeing a significant rise in people using online to take charge of their health and better educate themselves about conditions and treatment options; allowing them to make informed decisions and have knowledgeable discussions with their doctors.

They rely on online information to…..• • • •

Feel better informed when talking with their doctor, making it a two way dialogue rather then a one way conversation (68%)
Research medications and therapies (62%)
Get lifestyle suggestions to improve overall health and wellness (53%)
Verify what doctors tell them (49%)

The trend of no longer just relying on doctors and filling prescriptions right away is accelerating. Right after diagnosis with a new condition, respondents took the following actions:

Used search engines to find more information about conditions (65% in 10 vs. 47% in 09)
Used search engines to learn about different treatment options (47% in 10 vs. 16% in 09)
Went to health websites to find more information about conditions (43% in 10 vs. 20% in 09)

People are using health ads as information resources significantly more than last year, to help educate themselves. Online ads…

Makes them aware of different treatment options (47% in 10 vs. 42% in 09)
Inform them about symptoms and conditions (46% in 10 vs. 42% in 09)
Makes it easier for them to speak knowledgably with their doctors (26% in 10 vs. 17% in 09)

People are also viewing health ads as helpful in coping with diseases and learning about medication side effects and safety. They are looking for pharmaceutical advertisers to provide them with information on:

Possible side effects and drug safety (58% in 10 vs. 28% in 09)
Ways to cope with a condition or disease (47% vs. 20%)
Drug effectiveness (55%)

People find printable health tips (40%), free trial offers (38% in 10 vs. 18% in 09), and brief user stories (29%), as helpful in health ads

There are some differences for ad receptivity by age

Younger adults 25-54 find user stories about people who experience the same symptoms more helpful compared to adults 55+ (32% vs. 27%)
Adults 55+ are more receptive to ads that have information about coping with diseases (58% vs. 51%) and medication side effects/safety (69% vs. 62%), compared to younger adults

Ads that incorporate humor (45%) and visually appealing ads with a lot of color & pictures (44%), would grab the most attention

Younger adults 25-54 are more receptive to ads with social elements and Interactive ads, while older adults 55+ are more receptive to video ads

Online health ads activate consumers. As a result of seeing a healthcare ad online…

44% researched medication in more detail as a result of seeing a healthcare ad online (vs. 36% in 09)
35% talked to their doctor after seeing an online healthcare ad

60% took action as a result of seeing a healthcare ad on About.com. The following actions were taken as a result of a health ad on About.com:

Researched the medication in more detail (70%)
Talked to my doctor (56%)
Spoke to friends/family about the medication (33%)
Visited pharmaceutical website (24%)

While Web MD is still considered the number one health portal 41% feel About.com is ‘Extremely Trustworthy’ for health information, more then most leading health sites:

WebMD (48%),
Everyday Health (8%),
MSN Health (8%),
Yahoo! Health (6%),
AOL Health (6%)

DTC marketers should ensure that health information is consistent among sites and this means that they need to think of every touch point on the Internet. Consumers are going to go to multiple health sites to get information so consistency of information is vital to communicate brand messages.

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Posted in Health information online, Internet

Tagged About.com

Web first place people go for health information. But you knew that already didn’t you?

Posted on July 21, 2010 | 6 Comments

Some interesting data from eMarketer this morning. The first tidbit was that the first place people go for health information is the Internet. If this is surprising to you one has to wonder where you have been over the last couple of years.

So the next logical questions is “why do people turn to the Internet first for health information ?”. The answer to that of course is that it is always there 24/7/365. As to what drives people to look for health information ? Think triggers like:

Having a personal health issue and determining if I should go see a doctor, which takes time out of my busy day, or whether I can self treat.

Family member having a health issue. I want to know what it could possibly be and whether I need to seek additional medical care.

Family member diagnosed with medical condition. I want to know what to expect and health treatment options.

I am not feeling the same/feeling worse since I started taking my Rx and want to know if it’s the medicine or me.

Make no mistake about it consumers are spending time online self-diagnosing to a certain extent and they want a bigger role in their healthcare choices. Sure a medication can help control high triglycerides but if it causes extreme muscle pain is it really worth it ?

The other bit of information from emarketer is that the most appealing factor about health communities is that the information is available 24/7. I’m not sure I buy this one. I believe the most appealing factor in online health communities is that the information is usually from other patients. People want to hear and share their experiences not read a sales sheet of what to expect. As for info being available 24/7 ? I think you could say that about the entire Internet not just health information.

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Posted in Internet

Tagged emarketer

Prevention Magazine: DTC ads in print and TV are balanced but not online

Posted on July 16, 2010 | 4 Comments

According to Prevention Magazine’s 13th annual national surveyConsumer Reaction to DTC Advertising of Prescription Drugs, consumers are paying attention to the FDA regulated “fair balance” mandate between risk and benefit information on all DTC ads; the majority believe pharmaceutical advertising in magazines and television is presented “both fair and balanced.” Conducted by Prevention, Men’s Health and Women’s Health magazines, published by Rodale Inc., with technical assistance from the U.S. Food and Drug Administration’s Division of Drug Marketing, Advertising, and Communication (FDA-DDMAC), the survey is one of the primary consumer studies informing the FDA’s stance on DTC issues.

For five consecutive years in a row, consumers reported consistent balance of awareness and attention paid to both risks and benefits in TV and magazine ads:

79% of consumers have “seen and heard” the TV DTC Ads Risk; 76% pay a lot / some attention and find the information very or somewhat useful.
73% of consumers have “seen and heard” TV DTC Ads Benefits; 63% pay a lot / some attention; 75% find the information very or somewhat useful.
48% of consumers have “seen and heard” Magazine DTC Ads Benefits; 66% pay a lot / some attention; 75% find the information very or somewhat useful.
52% of consumers have “seen and heard” Magazine DTC Ads Benefits; 63% pay a lot / some attention; 76% find the information very or somewhat useful

Consumers also reported that they feel online DTC ads need to work harder to improve consumer awareness of DTC Ads Risks: