July 11, 2014 1:18 pm
POST SUMMARY: Using email to communicate health information to patients can impact brand and business objectives but the key to effective email communication is to ensure relevant communication with each… more>>
Although the vast majority of consumers want to be involved in health care decisions, many typically let the doctor take charge of the visit. About three in five consumers either ask a few questions or wait for the doctor to lead the discussion and tell them what they should do. Conversely, 41% arrive with a prepared list of questions and make sure that they get the answers they need. Seven out of 10 consumers will accept a doctor’s recommendation despite having their own doubts.
POST SUMMARY: Google officially rolled out Panda 4.0 in May of this year. Panda 4′s unofficial mission is to penalize the regular use of duplicate content, especially syndicated content brought in via feeds, scraping or other automatic processes. Google will no longer tolerate websites that publish content without adding value or that publish lots of “thin content” for purposes of SEO enhancement. It means that DTC marketers need to focus a lot more on content that adds value to users.
When it comes to healthcare treatment options patients want to know what to expect and they trust each other a hell of a lot more than advertisers. In fact 80% of respondents in a recent research study participate in online groups to help others by sharing information and experiences. and 66% participate in a professional community to belong to a group of colleagues and peers. 41% participate in groups to be seen as someone knowledgeable. What are the implications ?
POST SUMMARY: Gallup indicates that social media has very little effect on the purchase decision at a time when DTC managers are under increasing pressure to show results from their marketing efforts. Can biopharma do what is best for patients without having to spend countless hours in meetings to justify the ROI?
POST SUMMARY: “Social media is not the powerful and persuasive marketing force many companies hoped they would be,” concludes Gallup Inc., which on Monday is releasing a report that examines the subject. Gallup says 62% of the more than 18,000 U.S. consumers it polled said social media had no influence on their buying decisions. Another 30% said it had some influence. U.S. companies spent $5.1 billion on social-media advertising in 2013, but Gallup says “consumers are highly adept at tuning out brand-related Facebook and Twitter content.” Just when we thought it was safe to use social media they push us back out!
POST SUMMARY: WebMD Health Corp. said it is suing Everyday Health Inc for trademark infringement, false advertising and unfair competition. This is very much the battle for ad dollars as well as stock price and the outcome should be interesting.