Pharma websites aren’t convincing visitors

KEY TAKEAWAY: The results of an exit survey on two top pharma websites had terrible news for the marketing team. Less than 10% of visitors to the site were going to ask their doctor for/about the medication, and the vast majority (84%) said the website failed to answer their questions about the drug or health condition.

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Pharma desperately needs a content marketing strategy

IN SUMMARY: Online health seekers are largely on their own when it comes to health content. Pharma has the opportunity to engage online health seekers via a customer-centered content strategy but it requires a realignment of processes within the organization.

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Research findings on DTC TV advertising

IN SUMMARY: Most patient’s are not paying attention to DTC TV ads and when they do they are going online to learn more but pharma is being left out of the “conversation” because they don’t provide the information that people want to ask their doctor for an Rx.

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Millennials not going to the doctor (apps don’t replace physicians)

  • A Kaiser Family Foundation (KFF) survey and followup analysis by Kaiser Health News found that 26% of 1,200 respondents said they didn’t have a go-to primary care physician.
  • Nearly half (45%) of 18-to-29-year-olds said they didn’t have a primary care doctor.
  • Millennials tend to want to have access to care right away, they want it immediately and they want to be able to see a doctor quickly. 
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