KEY TAKEAWAY: While pharma dabbles in mobile apps there are too many other things that DTC marketers should do to ensure they are part of the conversation. Continue reading
DTC Marketing priorities
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Category Archives: Trends in consumer healthcare marketing
The conversations of online communities
If pharma companies do not join the digital dialogue and influence the conversation, they will lose an opportunity to shape it, and they may be put on the defensive trying to refute the statements made by those that do take part. Continue reading
The perils of empowered patients
POST SUMMARY: Not only do patients have to worry about which drug company paid their physician, they need to determine if their generic drug is the same as the branded equivalent and if their insurance company will allow their doctor to write for a specific medication. What is pharma doing to help patients navigate the complex world of empowered patient choices? Continue reading
Drug companies should build their own online communities
When it comes to healthcare treatment options patients want to know what to expect and they trust each other a hell of a lot more than advertisers. In fact 80% of respondents in a recent research study participate in online groups to help others by sharing information and experiences. and 66% participate in a professional community to belong to a group of colleagues and peers. 41% participate in groups to be seen as someone knowledgeable. What are the implications ? Continue reading
5 things pharma digital marketing needs to do before social media
While we await final social media marketing guidelines from the FDA there are a number of basic digital marketing initiatives that eMarketing and brand teams should be doing 1st before trying to win social media Pioneer awards. Continue reading
Quality of life & prescription drugs
This week, among the many press releases I receive, was some information that indicated that cancer patients would choose less aggressive treatments because of potential side effects. This tells me that today, patients are more worried about quality of life when it comes to choosing healthcare treatments. This is something that all DTC marketers need to note because all the DTC ads in the world are not going to overcome a list of really bad potential side effects. Continue reading
Multichannel pharma marketing
Pharma see’s digital as a strategic way to reduce costs and increase marketing efficiencies and , with some investment, that thesis can be validated. However today’s consumer and physicians have a lot of channels at their disposal when it comes to health information. Like consumer packaged goods companies pharma organizations are going to have to become a lot better when it comes to multichannel marketing. Continue reading