While medical data is usually an effective way to reach HCPs, patient testimonials can sometimes be more effective. Physicians want to understand patients’ behavior so that outcomes can improve.
Research has shown that 74% of all U.S. adults use the Internet, and 61% have looked for health or medical information on the Internet. Additionally, 49% have accessed a website that provides information about a specific medical condition or problem. Many people get health information from the Internet but are left on their own to determine if it’s credible. This is one area where pharma companies can restore trust and excel.
CPG marketers are trying to maintain market share amid price increases and smaller product sizes, leading to a more significant jump in consumerism. But, in pharma marketing, the changes affect every product category.
I’ve been working with various pharma and biotech companies with my consulting group for over ten years. Some things have changed, but a lot has not. Here’s what I have learned during that time.
Suppose you’re on Facebook or Instagram, and Meta has determined you may be interested in cancer treatments. In that case, you may have seen an ad for a dangerous cancer treatment, or one of the 20 or so others recently running from the CHIPSA hospital in Mexico near the US border, all of which are publicly listed in Meta’s Ad Library. They are part of a pattern on Facebook of ads that make misleading or false health claims targeted at cancer patients.
There’s quite a debate in the CPG world about the investment in digital marketing. While some are increasing their digital budgets, does a pancake syrup company need to spend much money? However, with pharma brands, online is essential to a successful marketing strategy.
President Joe Biden last week ordered flags flown at half-staff at the White House and all public buildings and grounds until sunset Monday, imploring Americans to “not grow numb to the sorrow.” or 1 million deaths from Covid. This didn’t have to happen and those responsible need to be held accountable.
Gadget firms — starting with Apple and now Fitbit, which Google owns — are selling wearable devices that check heartbeat rhythms and alert users when something is out of sync, according to KHN.com. Although the gadgets are a technical achievement, some cardiologists say the information the devices produce isn’t always helpful. Notifications from the devices aren’t definitive diagnoses.