KEY TAKEAWAY: The results of an exit survey on two top pharma websites had terrible news for the marketing team. Less than 10% of visitors to the site were going to ask their doctor for/about the medication, and the vast majority (84%) said the website failed to answer their questions about the drug or health condition.Continue reading
KEY TAKEAWAY: Dynamic content enabled websites
KEY TAKEAWAY: While patients are going online to research new drugs and treatments, pharma websites are becoming a less important part of the decision making. DTC marketers need to focus more on digital and less on TV.Continue reading
- Pharma marketers often view website creative as the key to building a great website, but bounce rates indicated that online health seekers disagree.
- Your website homepage should be a combination of key messages that are important to USERS and intuitive navigation that makes it easy for online health seekers to find the information they are looking for.
- As your brand moves through the life-cycle your home page should change to reflect updated needs of your audience.
- Only 3% of healthcare advertising is spent on digital.
- Pharma websites are not designed to engage users they are there to strictly inform people about the advertised drug.
- An estimated $7.4 billion (£5.5 billion) was wasted on display ads alone in 2016, a figure that will rise to $10.9 billion (£8 billion) by 2021, according to Forrester.
- Before serving an ad, marketers must gain insight on target audiences. Many take a “spray and pray” approach, hoping to drive performance success.
- According to AdWeek, only 14% of marketers whitelist sites, with 52% estimating that 10-50% of their marketing spend is lost to fraud.
- More than half of paid programming impressions are probably fraudulent , while under even the best-case scenario, one-third of those impressions aren’t viewed by an actual person.
- There is a significant gap between patient expectations and pharma company services when it comes to prescription drugs.
- Patients want pharma companies to “help them” learn about and manage their health problems.
- They also want pharma to provide clear and easy to understand content about their products.
- Real patient stories score very high in credibility and pharma should try and “connect” these people online.
- Patients want a source to “turn to” when they have a question about their medication beyond their doctor or pharmacist.
KEY TAKEAWAY: “How can a pharma company try to sell me a product when they don’t understand what I’m going through?”