KEY TAKEAWAY: DTC marketers continue to spend heavily on TV, despite data from Princeton Research Associates for PhRMA [inlinetweet prefix=”” tweeter=”” suffix=””]only 11% of all adults has asked for an advertised prescription medication [/inlinetweet]and only 38% have talked to a doctor about an advertised medication. Excuse me?
A mesothelioma patient recently emailed me “I was immediately attracted to their site because it provides access to so many helpful resources for patients and their families when a diagnosis is received. It’s a lot to sort out and a very emotional time, so they make it simple to navigate the process. I also like how they provide access to world renowned doctors, treatments and even financial assistance. I was so grateful to find them through a simple google search, actually.” And this is a site from a legal firm.
Exponential change is shaping a new world of marketing to consumers who have a very short attention span. Pharma is not organized for digital marketing. Being digital isn’t just about technology, it’s about weaving the digital thread into business, operating, and customer models and it’s about taking chances in a regulated industry because other DTC channels are becoming more inefficient.
KEY TAKEAWAY: Consumers interested in virtual health represent a significant share of the total US population—68 percent of respondents under age 65 said they were somewhat or very interested in receiving healthcare virtually. These respondents include millennials and baby boomers, many of whom are also caring for the health and other needs of both children and aging parents.
KEY TAKEAWAY: Life sciences companies are producing a massive amount of digital content—and it is growing, but lack of a content strategy and objectives puts growing investment and dollars at risk. Only 4% in med tech and 11% in pharma/biotech report they have a clearly documented content strategy that meets their current and future needs (compared to 42% across all industries).