IN SUMMARY: Web analytics really has nothing to do with numbers. They have everything to do with what the numbers are telling you about your audience and messaging. DTC marketers need to get out of the mindset of using raw numbers and ask their web analytics people for insights instead.
WHAT’S UP?: It’s time to admit that the FDA is completely out of touch regarding DTC advertising. Fair balance is not being read in ads or listened to on TV, and the language used in fair balance is too often complicated for online health seekers.
SUMMARY: Leaders have a duty to make their companies stronger and help make the world a better place. Leadership is crucial in providing a unified vision. Pharma CEO’s shouldn’t believe that their products, alone, will help make the world a stronger place. People want and need more.
We keep hearing the term “consumers of health” but the American healthcare system is too profitable to allow people to be consumers of healthcare. “The need for action now is clear. Health care costs are climbing so fast they may soon threaten the quality of care and access to care which Americans enjoy.” Ronald Reagan.
WHAT’S UP: The Trump administration has announced its unconditional surrender to the Covid-19 pandemic. Donald Trump has surrendered without ever joining the battle. I have no doubt he will be remembered as the greatest presidential failure in American history
WTF? The Food and Drug Administration’s (FDA) panel of experts questioned the safety and efficacy of its own rules around emergency COVID-19 vaccine approval at an advisory meeting Thursday. In the meantime, infuriated by the FDA’s defiance in a showdown over the Trump administration’s standards for authorizing a coronavirus vaccine, health secretary Alex Azar has spent recent weeks openly plotting the ouster FDA chief Stephen Hahn. At this point, who in their right mind is going to trust a COVID vaccine?
As people move up the pharma ladder, their work often revolves around internal management issues, training, and endless meetings to motivate their employees rather than focus on patients.
IN SUMMARY: Online health seekers are using the Internet differently since the pandemic. Treatment options are researched more, and people are using, but not relying, on social media to gather information on what’s best for THEM.