POST SUMMARY: While your web analytics might indicate that you are getting a lot of traffic to your product website upstream and downstream analysis indicates that visitors are also going to other health websites to both fact check your claims and help them better understand complicated health language.
Pfizer is adding humor to the battle over the post-menopause prescription market. Launched last week the “Let’s talk about change” campaign is a departure from the company’s recent “Tune into Menopause” campaign that featured Kim Cattrall. As someone who has sat in a LOT of research with women this YouTube video really misses the mark.
Those who access health content are also doing so using more than just PCs. In April 2013, 35 percent of visitors used mobile devices to consume health information. A year later, almost half of health information-seekers used mobile devices to consume health content. This uptick in mobile usage suggests two things: an increased reliance in managing one’s health issues on-the-go, and an increase in tablet usage at home instead of the PC. For those using mobile devices out-of-home to manage health issues, uses included understanding symptoms, treating a condition, or achieving one’s health goals. Comscore’s research indicates more specifically that on-the-go mobile users seek health information at doctor’s offices and while waiting for prescription refills at the pharmacy.
POST SUMMARY: Rather than surrender branded Lipitor sales to generic competition, Pfizer is fighting back by offering patients a “Lipitor Choice” card. However, insurers can’t be too pleased if patients opt for the more expensive branded product over the much less expensive generic. Who are the real winners here?
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.