SUMMARY: Pharma product websites are supposed to drive brand objectives: new Rx’s. But is that model really relevant today? No. A lot has changed in the way online health seekers make treatment choices and unless pharma websites adapt the will become more and more irrelevant.
SUMMARY: Health misinformation is so bad that lawmakers, doctors, and health advocates, social media platforms made sweeping policy changes to ban or limit the spread of false health information. There is a huge opportunity for pharma to help online health seekers get accurate information but it’s going to require a realignment of processes aligned around users.
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.
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..
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.
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?