SUMMARY: Online health seekers are increasing in number, but so is the prevalence of inaccurate health information. Drug side effects are among the most talked about in social media, and patients are more concerned about side effects. They may not be willing to risk potential side effects like pancreatitis. DTC marketers need to reassure their audiences that drugs have been thoroughly tested and are indeed “safe and effective.”
HEY NOW: Pharma is pouring more money into digital but a lot of the money is being wasted. Here are some questions that ever pharma eMarketer and/or agency person should be able to answer on short notice..
- Current EHR’s are not user friendly and often despised by HCP’s.
- Patients feel that EHR’s belong to them and want to be able to share their health records easily with other doctors.
- The real potential is for user friendly EHR’s that offer patients and physicians a great online experience.
- The opportunity to engage patients based on their EHR’s is enormous, but it requires a shift from “selling” to “educating & informing”.
KEY TAKEAWAY:A central theme in today’s tech industry is that start-ups, which promise to disrupt lucrative businesses, become valued on the basis of fantasies about their potential rather than present reality. Investors are so keen to get a piece of any sexy-sounding startup that they lap up entrepreneurs’ hype—and anyone who asks awkward questions risks being cut out of the funding round in favor of someone more trusting.
KEY TAKEAWAY: The anger at pharma companies is not based, for the most part, on facts, but rather is the channeling of consumer/voter anger. Pharma companies banding together to “win over” elected officials ignores patients who, more and more, are consumers of healthcare and making choices based on, what they feel, is best for them.