SUMMARY: There is a huge issue that’s challenging DTC marketers: online health misinformation. While we’re still trying to research the changes it has led to for DTC marketers, there are some observable behaviors taking place that we have examined through Google analytics. They paint a picture of people who are spending more time online looking to answer their questions and relying on HCPs to help sort out treatment choices.
KEY TAKEAWAY: Biopharma marketers can no longer follow “processes and checklists” in marketing prescription drugs to HCP’s and patients. We need to think like patients and ask “why should I go through the maze of getting an Rx for your product?” but more importantly, we need to ask “is this the right thing to do?”.