KEY TAKEAWAY: Dynamic content enabled websites
Dynamic content offers pharma a great opportunity but..
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Category Archives: Health information online
People don’t make healthcare decisions based on a TV commercial
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.
Continue readingQuant Research – Online health seekers need help
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.
Continue readingPharma desperately needs a content marketing strategy
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.
Continue readingExposure to DTC ads leads to information seeking
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.
Continue readingPatients should no even think of using Facebook for health
- Facebook’s leaders seriously discussed selling access to user data — and privacy was an afterthought.
- Mark Zuckerberg oversaw plans to consolidate the social network’s power and control competitors by treating its users’ data as a bargaining chip, while publicly proclaiming to be protecting that data.
- Facebook ultimately decided not to sell the data directly but rather to dole it out to app developers who were considered personal “friends” of Zuckerberg or who spent money on Facebook and shared their own valuable data.
Bad online health information is costing us all
- The Internet allows the spread of false and misleading health information.
- Researchers at the CDC, for example, estimated that handling 107 cases of measles that occurred in 2011 cost state and local health departments between $2.7 million and $5.3 million.
- A generation ago, patients were largely dependent upon the physicians they consulted as to how best to deal with a disease like cancer. Today they are becoming more reliant on mHealth, the Internet and digital health.