- eHealth reality doesn’t quite live up to the promise.
- Even the Apple Watch studies are in doubt.
- We need data on what people do as a result of eHealth apps and devices.
- Only HCPs can diagnose and treat patients based on medical history.
KEY IDEA: A panel of leading cardiologists weighed in in the Apple Watch and it wasn’t pretty. While they like the idea that it can alert patients to a potential problem they will never accept the apps, or any apps, a diagnostic tool.
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.
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.
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.
SUMMARY: Pharma continues to allocate too much money for paid search while failing to adequately measure the key metrics of their dollars. There are a lot of opportunities to stop thinking
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.
KEY IDEA: As the money continues to flow into digital health start-ups there is a vast disconnect between what consumers want and what Silicon Valley thinks they want.