According the Journal of Medical Internet Research “Online communities can be an effective channel for caregivers, especially women, to seek and offer information required for managing clubfoot-related uncertainty. To enhance communication with parents, health care institutions may need to invest additional resources in user-friendly online information sources and online interactions with caregivers of children with special illnesses such as clubfoot. Furthermore, explorations of information-seeking and information-provision behaviors in online communities can provide valuable data for interdisciplinary health research and practice.”  So why are pharma marketers continuing to ignore the needs of online health seekers ?

There are a lot of defeatists when it comes to DTC marketing exploring new opportunities.  My last post on why drug companies need online communities was met with “we can’t” and reasons why it won’t work but that is not an acceptable answer.  Stop saying “we can’t” and start asking “what’s best for our audience?”