- Patient centricity is not as important as shareholders and Wall Street.
- CEO’s are often compensated on financial metrics and focus on the balance sheet.
- Patient centricity starts with an organizations people but Millennials are avoiding careers in pharma because of the culture.
Eight in ten Americans say that caregiving is the “new normal” in American families.
Forty million Americans are currently caregivers—almost as many as the number of Americans holding student debt.
These caregivers are providing assistance to nearly 50 million adults receiving care. Half became caregivers in the past year.
- 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.
- 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.
KEY TAKEAWAY: Pharma product websites should help people on the journey for health information and give them the right message and information based on where they are in that journey. Continue reading
- [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.”
- 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.