44% of women research prescribed drugs using multiple sources before filling a script, a survey found, suggesting that marketing efforts targeting Boomer women, in particular, must focus less on brand awareness and more on the post-script conversation.
The survey identified a subset of Boomer women who are;
- less trusting of medical authority
- deeply skeptical of DTC advertising
- inclined to research the drugs they’re prescribed, weighing benefits against cost and, in particular, potential side effects.
“What was really surprising was what happened after they left the doctor’s office with script in hand. Half of them didn’t go straight to the pharmacy. They went online to weigh the pros and cons, and what they’re really looking for is: Do I feel comfortable committing to taking this?”
The good news for pharmas is that Boomers are taking more drugs than seniors did ten years ago, and fully 59% of survey respondents said they often ask doctors about new drugs — but then, even if the drug is prescribed, they rest on it.
Boomers rely on “composite decision making,” consulting multiple sources and talking to close-knit networks of friends online and off. Thirty-two percent said they research drugs online before filling, while 10% consider the cost and 2% ask friends or family.
They also consult, in order of influence, medical websites like WebMD, articles online from trusted media outlets, online patient reviews, blogs they trust and, lastly, company sites.
DTC marketers need to rethink mass marketing and think how they can engage consumers in dialogue rather than monologue. Consumers are using the Internet to become smarter shoppers and that carries over to healthcare. However, you would never know this because most DTC marketers seem to keep pushing information rather than listen and engage consumers.
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Passionate healthcare marketer with over 10 years of experience I believe that what's best for patients is best for healthcare marketers. I also write a monthly DTC Column for PM 360 Magazine and have written many articles on healthcare marketing in an age of empowered patients.
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You’re always worth reading, Rich.
I get the “skeptical of DTC Marketing” part, but “less trusting of medical authority” isn’t as easy to grasp for me.
Thoughts on why that is? I’m just curious, not doubting.
All the best
Jason Boies
Radian6
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What is the survey source?
–Brad