SUMMARY: Pharma has not embraced a content strategy when the number of online health seekers is climbing. A content management strategy can lead to a better brand-patient relationship and turn customers into brand ambassadors.
SUMMARY: Searching for online health information has become more complicated and is often wrought with bad health information. Pharma product websites need to evolve and become a credible source of inline health information for people who are often lost in bad information online.
IN SUMMARY: Online health seekers are using the Internet differently since the pandemic. Treatment options are researched more, and people are using, but not relying, on social media to gather information on what’s best for THEM.
WHAT THE? According to a Harris Poll, only 73% of Americans said they saw the CDC as somewhat or very trustworthy and 72% said they saw the FDA as highly trusted. The politicization of the FDA is also having an effect on prescription drugs. DTC now, more than ever, needs to be more transparent but will DTC marketers listen to patients?
QUICK READ: Too often we segment audiences based on demographics alone. Developing target audience personas can help you refine your marketing and lead to better target marketing.
QUICK READ: It will be more than a year for the U.S. healthcare industry to return to normal, according to a new estimate from InCrowd. Physicians expect the new normal to be sometime around August 2021, once a vaccine for the coronavirus has been distributed. The delay, for some patients, could mean the difference between a lengthy hospital stay and Rx.
QUICK READ: It’s apparent that getting patients back to their doctor is going to be a huge challenge for DTC marketers. Pharma needs to develop a consistent message that motivates patients back into their doctor’s offices.
QUICK READ: It’s going to take a lot more than ads to get patients into their doctor to ask for prescription medication. Only a combined on and offline effort is going to work today and the message has to be so relevant and motivating that patients will risk going to their doctor to ask for the brand.