Today’s healthcare providers have their fingers on the pulse of retail real estate and are swooping in to transform store space into exam and procedural rooms.
The number of mall-based medical clinics has increased by almost 60% from 2017 to 2019, CNN reports, in the same period leases for clothing retailers have declined by more than 10%.
According to a report by The Advisory Board, outpatient visits are expected to increase by 58.6% by 2028. Because outpatient procedures generally require a quick turnaround, they need to be easy to access, like in a shopping center.
SUMMARY: A majority of pharma websites are stagnant as billboards. Today’s online health seeker wants the information THEY need without having to click around your site to get it. So why haven’t pharma marketing people started implementing dynamic website design?
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.
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.
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.
KEY IDEA: Patients are people. Our healthcare system is not designed for people, it’s designed for conditions. We spend too much money on treatments that may prolong life a few weeks but at what about the quality of life and the patient’s voice?