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.
SUMMARY: Social media continues to be used by online health seekers, but there is also a high level of health misinformation. Using social media for DTC can be effective if you have a story to tell in short messages. Still, DTC marketers should be aware of what’s being said around certain health conditions via social media.
THE SHORT: The confusion around the Presidential election, which is ongoing at the time of this post, has a lot of similarities with online health information. As social media becomes a bigger part of information gathering for health seekers they are often making bad treatment decisions based on what they read.
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.
HERE’S THE PITCH: Guidelines surrounding effective frequency are different by every advertised product. For pharma products, effective frequency is, for example, the frequency at which someone is going to go online to learn more about your product. TV alone is not going to sell your product. You need to invest in digital marketing too.
QUICK READ: The belief that the development of a vaccine for coronavirus is being dangerously rushed, in part to improve Donald Trump’s prospects ahead of the presidential election in November are very real. In addition, Avaaz discovered that”global health misinformation spreading networks” had generated roughly 3.8 billion views for their content on Facebook. The peak of this misinformation occurred in April when an estimated 460 million Facebook views were logged.
QUICK READ: People are spending more time looking for online health information but there is a lot of bad information out there. Pharma must bridge the gap between selling and becoming a resource for online health seekers.
QUICK READ: Pharma seems to be making great progress in the use of digital marketing to reach HCP’s but when it comes to consumers they still rate near the bottom.