KEY TAKEAWAY: If your agency is suggesting that you invest a lot of your digital budget on search you’re being given bad advice. Consumers, especially online health seekers, look to organic search for health information not paid search.
KEY TAKEAWAY: The patient journey towards choosing a treatment option does not involve just one website. It involves, depending on the health condition, a lot of research, primarily online, and talking with inner circle influencers. Does this mean that pharma companies should devote less time and money on their product websites?
KEY TAKEAWAY: Why can’t pharma achieve digital excellence and become a marketing leader rather than a follower? There is no one simple answer to that question, but the core of the problem seems to be an acceptance of mediocrity when it comes to engaging patients and then blaming it on the fact that “we’re a regulated industry”. That is a sorry excuse that is contributing to less effective DTC marketing
If there one thing that you should take away from the ePharma conferences it’s that there is a hell of a lot of work to do when it comes to eMarketing in health care. Sure, some companies are blazing new trails but for others without clear roads to follow they are staying put. The good news is that there a lot of opportunity to really make a difference in patients’ lives and reach them with health and medical information to help them make better and informed treatment options.
From a report from Capgemini Consulting comes this summary of pharma digital marketing; Some companies are what we call the “Digirati.” They have the digital maturity not only to build digital innovations, but also to drive enterprise-wide transformation. And they benefit from their actions. Digirati have significantly higher financial performance than their less digitally-mature competitors. Where does pharma rank ? At the bottom where you thought they would be…
KEY TAKEAWAY: According to research by Deloitte Consulting and the Gerson Lehrman Group (GLG), mobile apps published by pharma companies for physicians average just 100 to 5,000 installs in the Google Play store compared to 1m to 5m installs for apps targeting physicians published by third parties. Gee, ya think?