KEY TAKEAWAY: Online health seekers are on a journey that is very personal. They will go to a lot of websites to get the information they need to make a decision about treatment options and while pharma websites are part of that journey there is a lot of room for improvement.
Category Archive: Research Findings
KEY TAKEAWAY: Patients want to communicate online with their doctors, but we shouldn’t mistake the key benefits of online communications, appointments, Rx renewals, with the need for an HCP to physically examine and diagnose patients.
KEY TAKEAWAY: Target audiences are paying attention to DTC TV ads, but the results are not what DTC marketers want. DTC TV ads increase awareness of new products and lead to visit to pharma product websites, but patients “comparison shop” treatments and even when they ask about/for a product it’s still up to their doctor to determine which one is right for them.
KEY TAKEAWAY: Developing any digital initiative starts with users, but it seems that a lot of pharma companies have forgotten this key point. What consumers want and need is very different from what pharma offers.
KEY TAKEAWAY: Oncologists are pretty much neutral when it comes to DTC marketing of cancer drugs. Some say that patients are asking about certain drugs, but trust their doctor to provide the right treatments to fight their disease.