KEY TAKEAWAY: According to a 2018 study from the Pew Research Center, two-thirds of American adults turn to Facebook for news, and a lot of people belong to Facebook groups for specific health conditions, but I have found an abundance of false information. This represents an opportunity for pharma, but they need to align processes around online health seeker needs.
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HEY NOW: Pharma is pouring more money into digital but a lot of the money is being wasted. Here are some questions that ever pharma eMarketer and/or agency person should be able to answer on short notice..
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SUMMARY: While it’s reported that pharma is going to put more money into digital marketing they are overlooking the most important initiave: their websites. Bounce rates, time on site and page views continue to be dismal as onion health seekers go elsewhere for health information.
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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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