KEY TAKEAWAY: According to research by Deloitte Consulting and the Gerson Lehrman Group (GLG), mobile apps published by pharma companies for physicians average just 100 to 5,000 installs in the Google Play store compared to 1m to 5m installs for apps targeting physicians published by third parties. Gee, ya think?
Data and statistics are everywhere, but they don’t mean a damn thing. The latest is Deloitte Consulting (that’s an oxymoron) which informs us that pharma is lagging in social media and mobile. What an amazing insight! NOT.
The key question(s) are why? Those of us in the industry know why and it has a lot to with the dreaded ROI analysis and shrinking budgets because of changing healthcare business models along with an exodus of digital marketing people from the industry.
The FDA, in its infinite wisdom, still thinks that people are going to take action after seeing a DTC commercial and has “to study” how consumers react to drug information. Here’s a hint: save your time and ask the people from Manhattan Research to spend a day presenting along with some media companies like Rodale Press and they will provide you with all the information you need on how and why consumers interact and act on DTC marketing.
As or Deloitte the report is frankly an embarrassment for them and doesn’t tell us anything we don’t know.