Patient insight essential for digital marketing

pharma business as usualPOST SUMMARY: It’s essential for pharma digital marketers to have and in depth understanding of patients including, why they chose our product, what barriers are needed to overcome to stay on therapy and how can we provide them with help and support to stay on therapy. Continue reading »

Center for Consumer Choice in Health Care Research Findings

Atrium SurveyAlthough 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.
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What do patients want in healthcare?

want healthcarePOST SUMMARY: With all the changes to healthcare over the last couple of years someone forgot to ask patients what they want and need to help them take charge of their health.  Here are some research finding from over three years of continuously querying patients with their needs. Continue reading »

DTC Marketers: Your content just became a lot more important

pandaPOST 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. Continue reading »

Drug companies should build their own online communities

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 ? Continue reading »

The conflict of using social media for biopharma

money_menwomen_290x218POST 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? Continue reading »

Social media fails: healthcare marketers now ask “what next?”

screenshot_1757POST 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! Continue reading »

Ad Agencies:Helping or hurting DTC?

pharma agenciesPOST SUMMARY: Is the lack of really great DTC being driven by poor agency choices or are pharma companies too conservative in selecting and dealing with advertisers? My guess is that it’s a little of both but one thing is for certain; traditional big ad agencies are struggling with digital. Continue reading »