Will pharma get digital?

  • Only 3% of healthcare advertising is spent on digital.
  • Pharma websites are not designed to engage users they are there to strictly inform people about the advertised drug.
  • An estimated $7.4 billion (£5.5 billion) was wasted on display ads alone in 2016, a figure that will rise to $10.9 billion (£8 billion) by 2021, according to Forrester.
  • Before serving an ad, marketers must gain insight on target audiences. Many take a “spray and pray” approach, hoping to drive performance success.
  • According to AdWeek, only 14% of marketers whitelist sites, with 52% estimating that 10-50% of their marketing spend is lost to fraud.
  • More than half of paid programming impressions are probably fraudulent , while under even the best-case scenario, one-third of those impressions aren’t viewed by an actual person.

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What do patients expect from pharma companies?

  • There is a significant gap between patient expectations and pharma company services when it comes to prescription drugs.
  • Patients want pharma companies to “help them” learn about and manage their health problems.
  • They also want pharma to provide clear and easy to understand content about their products.
  • Real patient stories score very high in credibility and pharma should try and “connect” these people online.
  • Patients want a source to “turn to” when they have a question about their medication beyond their doctor or pharmacist.

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