- Nearly 80 percent of the patients who looked up things online before seeing a doctor reported that their searches actually improved their experience. (Source: Anthony M. Cocco, a doctor at St. Vincent’s Hospital in Melbourne, and the lead author on a recent scientific study about the search habits of people before they show up in an E.R.)
- In one study, researchers found that only one of the top 54 results for “endometriosis” — the subject of over 4.5 million searches annually — led to a page that contained what was deemed to be accurate information about the condition.
- The study’s author recommends skipping the kind of scientific papers you might find on Google Scholar or PubMed; they often contain unusual cases and bewildering terminology.
Last week I attended some research whose objective was to measure online health seekers’ attitudes towards the use of social media and BOTS for drug and medical device companies. The research was qualitative and consisted of of all demographic groups. They didn’t hold back and were willing to discuss how, why and where they go online for health information. Here are the topline results. Continue reading
KEY TAKEAWAY: Online health seekers are on a journey that is very personal. They will go to a lot of websites to get the information they need to make a decision about treatment options and while pharma websites are part of that journey there is a lot of room for improvement.
KEY TAKEAWAY: Patients want to communicate online with their doctors, but we shouldn’t mistake the key benefits of online communications, appointments, Rx renewals, with the need for an HCP to physically examine and diagnose patients. Continue reading
KEY TAKEAWAY: Target audiences are paying attention to DTC TV ads, but the results are not what DTC marketers want. DTC TV ads increase awareness of new products and lead to visit to pharma product websites, but patients “comparison shop” treatments and even when they ask about/for a product it’s still up to their doctor to determine which one is right for them. Continue reading
KEY TAKEAWAY: Developing any digital initiative starts with users, but it seems that a lot of pharma companies have forgotten this key point. What consumers want and need is very different from what pharma offers. Continue reading
KEY TAKEAWAY: Oncologists are pretty much neutral when it comes to DTC marketing of cancer drugs. Some say that patients are asking about certain drugs, but trust their doctor to provide the right treatments to fight their disease. Continue reading