KEY TAKEAWAY: Whenever you see some statistics on digital health, you should always ask “what and why” instead of relying on the raw numbers which can mislead you and cause you to change strategies that may not work.
How many “health” apps there are and how many people go online for health information should not be used to make critical decisions in pharma marketing. Instead DTC marketers should be asking questions like:
-What apps are consumers using when it comes to health?
-Why are they using these apps and are they related to health problems or they are related to more to fitness.?
-When are people going online for health information and where are they going?
Of course, all of these questions can be answered with a quick call with a DRF analyst (you need to be a customer of theirs). But data, alone, doesn’t help you formulate a good patient strategy that increases ROI. Each patient segment is unique in their characteristics and need to be studied within that health condition.
It’s true that we, as marketers, have been trained to go “where the numbers are” but in health care numbers can be misleading. Patients today don’t want to be seen as just another person in a target audience, they want their individual questions answered and they want to be talked with not talked to.