SUMMARY: Pharma marketing is in a funk. Somewhere over the last decade, the passionate people who believed that helping patients was the first step in excellent marketing have been replaced with people who want to know the ROI of everything. We need to hire people who have a passion for learning, exploring, and implementing great patient-centered marketing. One employee who is passionate about what they do is worth more than five who “check off the boxes” for their position.

SUMMARY:

  • The states struggling the most with covid-19 infections also have the least healthy populations.
  • About two out of five American adults are obese, according to the CDC. Mostly because they don’t understand how what they eat effects their health.
  • Only 23% of people get enough exercise and only one in ten eats enough fruit and vegetables, says the CDC
  • Less than half of Americans are proficient readers, and only 12% are considered by the country’s health department to be “health-literate”. 
  • Over one-third struggle with basic health tasks, such as following prescription-drug directions.

SUMMARY:

  • People are going online more and more to sarch for health information after seeing a DTC pharma TV spot.
  • Pharma websites are not consdiered a top resource for infromation on new products.
  • Cost is not that big of an issue for people who have health insurance.
  • It’s more about weighing the benefit against the potential side effects.
  • TV spots are the number one way people learn about new pharma products.

SUMMARY:

  • 62% of HCPs spend 3 hours per day accessing digtal resources.
  • More HCPs chose to use smartphones to access digital resources as well and usage has increased when accessing a wide variety of professional content.
  • HCPs increasingly turn to trusted colleagues on digital networks for reliable information.
  • Source: Build Relationships and Personalize Your Interactions With HCPs (Wolters Kluwer)