POST SUMMARY: Drugmakers and Internet companies are quietly joining forces to link U.S. pharmacy records with online accounts to target ads to people based on their health conditions and the prescription drugs they buy but what do patients have to say?
Category Archive: Prescription drug DTC marketing
POST SUMMARY: If you want to excel as an innovator in the future, don’t set out to copy and improve what someone else has already done. Focus on your audience and deliver a great online brand experience while answering their concerns about living with health conditions.
POST SUMMARY: If DTC marketers want their websites to be the “go to” source for health information they need to ensure that they have the latest health information.
I was talking to our research Director about some recent research findings and surprisingly one of the top line findings is that both consumers and physicians are not in any hurry to try new drugs just because they were newly approved by the FDA. Why ? Trust.
Those who access health content are also doing so using more than just PCs. In April 2013, 35 percent of visitors used mobile devices to consume health information. A year later, almost half of health information-seekers used mobile devices to consume health content. This uptick in mobile usage suggests two things: an increased reliance in managing one’s health issues on-the-go, and an increase in tablet usage at home instead of the PC. For those using mobile devices out-of-home to manage health issues, uses included understanding symptoms, treating a condition, or achieving one’s health goals. Comscore’s research indicates more specifically that on-the-go mobile users seek health information at doctor’s offices and while waiting for prescription refills at the pharmacy.