Social media is likely to have a major impact in the way that pharma communicates in the coming years. 52% of physician’s surveyed by Deloitte in this research expressed interest in communicating with pharma companies via social media.
According to Siva Nadarajah, IMS Health’s general manager of big data and compliance, too few. Only about 8% of 9% of all global brands–not companies–are engaging with patients, he said at a discussion hosted by Medical Marketing & Media. About 50% of them are monitoring patients’ mentions, but 42% are doing nothing about it. And 40% aren’t listening at all.
According to a study on DTC marketing that was conducted by Eli Lilly, 25 percent of patients who were prompted to visit their doctor after seeing an ad were given a new diagnosis. Of those patients, 43 percent were a “high priority” diagnosis for a serious health condition, like diabetes or hypertension. That same study indicated that 53 percent of physicians felt that DTC ads lead to better discussions with patients because patients are better educated and informed.
The overall cost of all drugs prescribed for employees under age 65 is expected to grow 11.6 percent next year, on top of an 11.3 percent hike this year.
Just 10 drugs comprised more than 20 percent of the 4.4 billion drug prescriptions given to Americans last year, according to an April report from IMS Health. The report found that Americans have an average out-of-pocket cost of $44 per brand-name prescription drug, up 22 percent from the previous year.
In 2015, generic drugs brought patients and the U.S. healthcare system 227 billion in savings, bringing the savings since 2005 from generics to $1.46 trillion.
- The mHealth app market is getting crowded: Almost 100,000 mHealth apps have been added since the beginning of last year, amounting to 259,000 mHealth apps currently available on major app stores (including multi-platform apps and smaller platforms). In addition, 13,000 mHealth publishers entered the market since the beginning of 2015, totaling 58,000.
- On the average Web page, users have time to read at most 28% of the words during an average visit; 20% is more likely.
Advertising motivated more than half of Millennials (51%) to visit a pharma website, compared with 36% of Gen X and 26% of Baby Boomers, according to the sixth annual Makovsky/Kelton Pulse of Online Search Survey. Old-school TV was the most influential media among Millennials with 26% citing it as the top ad channel, followed by 19% selecting web sites and 16% choosing social media.Millennials are also more likely to ask for a drug by name, with 70% having done so versus 61% of all consumers surveyed.
Overall, 37% of consumers said advertising motivated them to visit a pharma site, which was second only to the 51% who went to pharma websites because their doctors recommended it. Among all reasons chosen for going to pharma sites, advertising also beat out family and friend recommendations at 32%, news articles at 26% and medication discounts at 21%.
Only 39% of the WebMD users said they trust the most-popular site, but 56% said it was easy to use. In the case of advocacy groups, 59% said they trust those sites, but only 16% use them, with a less than resounding 29% agreeing the sites were easy to use. Pharma websites ranked last out of the top eight healthcare resources that Makovsky found consumers use most often, with just 12% of respondents saying they use them, even though 32% said they trust the sites and a similar 32% said they were easy to use.