Women boomers not filling scripts before doing online research

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, by agency GSW Worldwide’s Pink Tank unit, which focuses on women’s health, identified a subset of Boomer women, dubbed “Ka-Boomers 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,” said Gretchen Goffe-Wagner, SVP, brand planner at Pink Tank. “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.

Ka-Boomers, the survey found, 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.

“This group tends to challenge authority more and when trust is low, you look to validate what you heard online – what the doctor told you, what your friend said,” said Wagner. “Just as new moms create these networks where friends share tips and experiences, they’re emailing a close group of friends very frequently. It’s a steady hum of information exchange among these closely-knit groups where there’s a lot of trust.”

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.