SUMMARY: TV doesn’t make sense for smaller and older patient populations. DTC marketers should be thinking digital and aligning execution with their needs.
Walk into any corporate pharma HQ, and you’re likely to see a mission statement that’s pure bullshit about how patients come first. We all know that Wall Street and sales come well before patients. Want proof? Just look at any pharma product website that is nothing but a sales brochure in a majority of cases.
SUMMARY: In a 2019 Pew Research Center poll, more Americans said they consider made-up news a bigger problem than terrorism, illegal immigration, racism, and sexism. And 68% said disinformation greatly impacts people’s confidence in government institutions. No matter the form, inaccurate health information is a danger to public health.
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.