KEY TAKEAWAY: When a Black Box warning prevents you from executing a patient centric online strategy and your website metrics are in the toilet, perhaps it’s best to ask “how can we engage these patients without scaring them away?
KEY TAKEAWAY: A lot of patients and caregivers don’t have the time to research every aspect of their health condition(s) and most pharma companies haven’t done anything to get them the information THEY need to manage their health problems.
KEY TAKEAWAY: Just as insurers are asking pharma companies for proof that new drugs provide better outcomes DTC marketers should demand accountability from their agencies that recommended advertising is effective.
KEY TAKEAWAY: Doctors do not prescribe more branded drugs because of a “free dinner”. It’s because that, while at dinner, they are exposed to peer to peer presentations that increase their knowledge and help them better understand a drug’s benefit in patients.
KEY TAKEAWAY: More and more employers are reducing wellness programs and with the shortage of doctors, patients might feel like they are on their own in managing their own health. Strategically, this is going to lead to higher health costs while the key message seems to be “manage your own health”.
KEY TAKEAWAY: Although WebMD is the number one health portal patients do not make healthcare treatment decisions based on a stop at one website. WebMD could be part of an online media plan, but there are better options available to reach online health seekers.