Doctors’ offices are clearly enhancing patients’ opportunities to interact with the offices online. Since 2012, the number of patients who say their doctor offers a particular online communication service has increased across the board. Most notably, one quarter (25%, up from 17% in 2012) of patients now indicate they have online access to their medical record, including doctor visits, prescriptions, test results and history. Email access to doctors has grown as well, from just 12% of patients indicating they had access in 2012 to one in five (19%) today.
If there one thing that you should take away from the ePharma conferences it’s that there is a hell of a lot of work to do when it comes to eMarketing in health care. Sure, some companies are blazing new trails but for others without clear roads to follow they are staying put. The good news is that there a lot of opportunity to really make a difference in patients’ lives and reach them with health and medical information to help them make better and informed treatment options.
KEY TAKEAWAY: The correlation between traffic for a healthcare site and ROI is proving more elusive as consumers spend more time debating various treatment options yet drugmakers continue down a path of “build it and they will come”. Think of the journey to treatment rather than just a digital component.
KEY TAKEAWAY: The drug companies could care less about consumers and patients. Want proof? Look no further than the dismissal of patient concerns at a meeting in San Francisco when one executive said “Gregg Alton, the executive vice president for corporate and medical affairs, joked that he goes running. Then his tone turned serious as he talked about research, innovation, and the value of life-saving new drugs. “I sleep quite well,” he concluded.