Patients skeptical of new prescription drugs

  • Patients are skeptical of new prescription drugs.
  • In addition to going to a pharma site they do a LOT of online research.
  • Pharma sites are not meeting their needs when it comes the information they need to try or switch to new medications.
  • People are using social media to learn about new medications, but the trust of others posts remains low.

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Let your audience design the perfect website

  • Pharma marketers often view website creative as the key to building a great website, but bounce rates indicated that online health seekers disagree.
  • Your website homepage should be a combination of key messages that are important to USERS and intuitive navigation that makes it easy for online health seekers to find the information they are looking for.
  • As your brand moves through the life-cycle your home page should change to reflect updated needs of your audience.

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Until pharma learns to “think digital, ” they will stuck in the past

  • [inlinetweet prefix=”” tweeter=”” suffix=””]80 percent of Internet users, or about 93 million Americans, have searched for a health-related topic online, according to a study by the Pew Internet & American Life Project[/inlinetweet].
  • That’s up from 62 percent of Internet users who said they went online to research health topics in 2001, the Washington research firm found.
  • [inlinetweet prefix=”” tweeter=”” suffix=””]Most frequently people went online to look up information about a specific disease or medical problem (63 percent) or a particular medical treatment or procedure (47 percent)[/inlinetweet].
  • The new study indicates that looking for health or medical information is one of the most popular activities online.
  • The research firm also found that more than half of people who had conducted a health-related search recently did it for someone else, either a spouse, child, friend or loved one.
  • “A lot of people aren’t finding what they need,” says Fox. “That points to the need for better health literacy and search engines paying attention to health as (an in-depth) topic.”

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What do patients expect from pharma companies?

  • There is a significant gap between patient expectations and pharma company services when it comes to prescription drugs.
  • Patients want pharma companies to “help them” learn about and manage their health problems.
  • They also want pharma to provide clear and easy to understand content about their products.
  • Real patient stories score very high in credibility and pharma should try and “connect” these people online.
  • Patients want a source to “turn to” when they have a question about their medication beyond their doctor or pharmacist.

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