INTRODUCTION: One of the most important factors in your digital initiatives’ success, or failure, is the agency you choose. A lot of agencies are competing for our business. Ensuring you have hired the right one is essential to your brand’s success on both the HCP and consumers’ sides.
- Google has vowed to block cookies completely on its Chrome browser, which is used by around 70 percent of the world’s desktop computer owners, by the beginning of 2022.
- Display ads are usually reported to have an overall click rate of about five clicks in ten thousand ads served. If you want to know why the web is so appallingly littered with ads, it’s because to get five clicks you have to run 10,000 ads. If that’s not bad enough, 60% of the clicks are reported to be mistakes.
- In one test, data bought from a data broker was able to correctly intuit the sex of an individual 43% of the time. A cat flipping a coin would be right 50% of the time.
- According to Nielsen traditional TV viewing (over-the-air and cable) account for about 2/3 of all TV viewing and streaming accounts for only about 25%. The rest of TV time is used for gaming. Despite all the hype about Netflix, it accounts for about 2% of TV viewing.
- Winston Churchill once said, “However beautiful the strategy, you should occasionally look at the results.
- Display ads are usually reported to have an overall click rate of about five clicks in ten thousand ads served. If you want to know why the web is so appallingly littered with ads, it’s because to get five clicks you have to run 10,000 ads.
- 60% of the clicks are reported to be mistakes.
- You are more likely to complete Navy Seal training than click on a banner ad. According to research company Lumen, only 9% of banner ads are even noticed for a second.
- Studies show that CTRs have little to no correlation to ad effectiveness, yet it is still the most widely utilized measurement (or Key Performance Indicator, in ad jargon) of online advertising performance.
Source: Bob Hoffman
WTF? The Washington Post reported last year that health and pharmaceutical companies spent almost $1 billion on just Facebook mobile ads in 2019. A complete waste of money, time and effort.
QUICK READ: A two-month analysis of social media and prescription drugs found the number one reason online health seekers use social media is to share and ask questions about medication side effects. I also found an abundance of medication misinformation based on personal experiences and hearsay.
SUMMARY: Among US adults who looked for health information and used the internet for their most recent search, the percentage who reported accessing health information without frustration was stable during the study period (from 37.2% in 2008 to 38.5% in 2017). The percentage of online health information seekers reporting easily accessing health information did not meet the HP2020 objective. Continued efforts are needed to enable easy access to online health information among diverse populations. (Source: Public Health Reports)
SUMMARY: TV doesn’t make sense for smaller and older patient populations. DTC marketers should be thinking digital and aligning execution with their needs.
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.