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.
IN SUMMARY: Web analytics really has nothing to do with numbers. They have everything to do with what the numbers are telling you about your audience and messaging. DTC marketers need to get out of the mindset of using raw numbers and ask their web analytics people for insights instead.
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.