KEY TAKEAWAY: Successful marketers tend to spend less time planning and more time acting than average people. They get out into the world, try new things, make mistakes and fail at first and in doing so, they lay the foundation for future successes. Not only do they learn what will work by first finding out for themselves what does not, but they also benefit from unexpected experiences and opportunities. To develop a great pharma product website be prepared to fail, but use a process that all but guarantees your success.
KEY TAKEAWAY: An online strategy for health has to think about where users are in their health care search. Those who are not yet diagnosed search the Web for health information much different than patients who are, for example, living with chronic health conditions. DTC marketers also need to think about “caregivers” and “Dr Mom” who spend more time looking for answers on a broad spectrum of health topics.
According to Kantar Media’s annual physical segments 60% of patients had a physical last year. The problem is that this statistic varies widely by age group and income. We also have to remember that some people believe they had a physical last year when in fact it has been several years since their last physical.