Development process for biopharma websites

processPOST SUMMARY: Pharma product websites are too important to let an agency develop in a vacuum. DTC marketers need to be involved from strategy through testing and optimization yet very few organizations don’t invest the time and effort to develop a great online experience. Continue reading »

Global biopharma digital marketing

global pharma digitalPOST SUMMARY: Implementing a global digital marketing strategy for OUS affiliates can be challenging, but today digital marketers need to think about where patients, outside the US, are going for health information and how they are making decisions.  Here are some steps to implement a global biopharma digital marketing strategy… Continue reading »

Highlights from Comscore Pharma study

comdscore report Those who access health content are also doing so using more than just PCs. In April 2013, 35 percent of visitors used mobile devices to consume health information. A year later, almost half of health information-seekers used mobile devices to consume health content. This uptick in mobile usage suggests two things: an increased reliance in managing one’s health issues on-the-go, and an increase in tablet usage at home instead of the PC.  For those using mobile devices out-of-home to manage health issues, uses included understanding symptoms, treating a condition, or achieving one’s health goals. Comscore’s research indicates more specifically that on-the-go mobile users seek health information at doctor’s offices and while waiting for prescription refills at the pharmacy. Continue reading »

Why are DTC marketers ignoring email?

emailpharmqaPOST 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 patient segment in and outside of the healthcare transaction model. Continue reading »

Weren’t generics supposed to lower drug prices?

genericPOST SUMMARY: According to the New York Times “in recent years, generics have curbed the rise of drug prices, saving the American health care system billions of dollars. After the patents for Lipitor, the cholesterol drug, and Ambien, the sleeping pill, expired in the last few years, for example, generics entered the market and prices plummeted. But increasingly, the costs of some generic drugs are going the other way. The National Community Pharmacists Association called for a congressional hearing on generic drug prices, complaining that those for many essential medicines grew as much as “600, 1,000 percent or more” in recent years. The price jumps, especially affected smaller pharmacies, which do not have the clout of big chains to bargain for discounts.” Continue reading »

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 »