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?
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SUMMARY: The prevalence, complexity, and costs of cancer are rising – yet, across healthcare, up to 20% of expenditure is thought to be spent on interventions that are deemed inefficient.9 There is thus an urgent need to ensure that cancer care is delivered
as efficiently as possible for the sustainability of our healthcare systems.
KEY TAKEAWAY: Dynamic content enabled websites
KEY IDEA: Online metrics can paint an important picture for DTC marketers but either brand teams don’t have the headcount to adequately leverage insights or they are too focused on TV.
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KEY TAKEAWAY: Online health seekers feel overwhelmed with the quantity of online health information and often don’t know who to trust on social media to help them make informed and educated decisions. Pharma websites are often a stop on the search but don’t have enough information to help online health seekers make a final decision.
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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.
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IN SUMMARY: Proponents of DTC advertising argue that advertisements can raise awareness about treatments and health conditions, though others say that DTC advertising can lead to overprescribing. However, the authors of a recent study found that information seeking behavior following exposure to DTC advertising. Some of these studies associated information seeking more strongly with patients with chronic conditions and those with a more positive view of DTC advertising.
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