April 8, 2014 11:10 am
POST SUMMARY: WebMD is the number one health portal with over 20 million visitors a month but should pharma marketers chase numbers or should they look at health portals with… more>>
POST SUMMARY: Biopharma organizations should be preparing for the customer of the near future by building capabilities now rather than later and focusing more on the individual patient and caregiver. The most important aspect that we need to understand is where the moment of truth takes place (the moment where a patient requests/understands that a certain Rx is right for them). Once they understand this they can better supply answers and information digitally that drives brand objectives.
Native apps command about 86 percent of U.S. consumers’ mobile time, or about six times more than the mobile web does, according to a mobile analytics report by Flurry. But what exactly is mobile and do people use mobile devices, tablets and Smartphones, the same way? From preliminary research the answer to that question would be “no”.Time spent on a mobile device by the average US consumer has risen to 2 hrs and 42 minutes per day from 2 hrs and 38 minutes per day in March of 2013. Apps continued to cement their lead, and commanded 86% of the average US mobile consumer’s time, or 2 hrs and 19 minutes per day. Time spent on the mobile web continued to decline and averaged just 14% of the US mobile consumer’s time, or 22 minutes per day. The data tells a clear story that apps, which were considered a mere fad a few years ago, are completely dominating mobile, and the browser has become a single application swimming in a sea of apps.
POST SUMMARY: According to A.J. Triano, VP, connected health at inVentiv Health’s Palio+Ignite. “The biggest statement on DTC is that we’re still misaligned with where people are needing our information…We’re drastically overspending on print and TV, and underutilizing the mediums where people are looking and paying attention.” The breakdown of DTC spending for 2013, by channel, is a further indication that the majority of DTC marketers are stuck in the past or that the constraints placed on the “e” channel by regulatory and legal are impacting DTC effectiveness.
POST SUMMARY: How do users read web content? They don’t. The truth is, people are going to skim and scan all the lovely content you’ve written, looking for something (a keyword, a header perhaps?) that catches their attention or matches the reason they’re visiting your website in the first place. Web users spend 80% of their time looking at information above the page fold (meaning, the part of the webpage that’s visible when users first land there). Although users do scroll, they allocate only 20% of their attention below the fold.
POST SUMMARY: Big pharma companies continue to be defined by a myriad of external sources from Congress, questioning high drug prices, to seemingly unorthodox behavior like putting profits over patient safety as in the Boehringer Ingelheim Pradaxa case. However, biotech companies like Biogen continue to develop and market new drugs by tossing out the big pharma business models and focusing on patients.
POST SUMMARY: Patients are exerting more influence than ever on their treatment decisions. Accenture’s survey revealed that patients don’t just want pharmaceutical companies to provide services that complement the products they sell—they expect them to do so. The survey also showed a surprising and significant gap in the services that patients want to get and those that they are receiving.
POST SUMMARY: The NY Times, in an editorial today, left out some key information on compliance and drug costs as they try to support the importation of prescription drugs from outside the U.S.. The editorial suggests that patients should be allowed to purchase prescription drugs from pharmacies outside the U.S. and it suggests that scare” tactics, designed to bring up issues around drug quality, are unwarranted. .
POST SUMMARY: According to the journal JAMA Internal Medicine fully 37% of those surveyed endorsed the belief that the Food and Drug Administration, under pressure from pharmaceutical companies, is suppressing natural cures for cancer and other diseases, and 31% said they “neither agree nor disagree” with that idea, the researchers found. In addition, one in five said they agreed that physicians and the government “still want to vaccinate children, even though they know these vaccines cause autism and other psychological disorders.” Pharma has a long long way to go to earn the trust of skeptical health consumers.