The most important aspects of digital marketing that pharma ignores

SUMMARY: While it’s reported that pharma is going to put more money into digital marketing they are overlooking the most important initiave: their websites. Bounce rates, time on site and page views continue to be dismal as onion health seekers go elsewhere for health information.

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Pharma still has a long way to go in digital marketing

MY THOUGHT: Digital pharma East is about to begin but has anything changed? If you look at new pharma websites, and metrics like bounce rates and tie on-site, over time, nothing has changed. We must acknowledge that healthcare digital marketing is unique not only because it’s healthcare but because each health issue has different metrics primarily driven by patients.

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eHealth: more hype than reality?

SUMMARY: 70% of the people Axios surveyed say they’ve used the internet to research symptoms or learn more about health conditions. And 51% use apps or other tech tools to track their sleep, fitness or diet.

  • But as people’s needs shift from personal information-gathering into the formal health care system, their tech usage begins to fall.
  • Only 44% have accessed their medical records online, and fewer than 25% have used the internet to manage chronic conditions, mental health, or their health care spending.
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Programmatic solution just for healthcare marketers

SUMMARY: PulsePoint™ connects the dots of healthcare marketing and delivers health messaging where audiences are in their healthcare journey. The platform accesses contextualized health content and related, engaged audiences to deliver relevant marketing messages through partner platforms like Facebook, Instagram, Pinterest, and Twitter, as well as native, video, content discovery, search, display, and connected TV channels.  But there are still issues with programmatic.

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