As reported in MediaPost Marketing Daily, the results are in from marketing services firm Epsilon. Consumers would rather learn about prescription drugs via Web sites and email than through traditional offline advertising and marketing… While an in-person conversation still topped the list of sources for new information, Epsilon reported that receiving an email from a physician was significantly less desirarble at just 14%. Other findings include: Consumers who opt to receive emails from pharmaceutical companies are more likely to fill prescriptions and take them properly (42% of respondents said the emails have a direct impact on such offline activities). More loyal to the sender’s products and brands (60% said they have a more favorable opinion of the senders, 53% expressed more loyalty to those products and brands, and 44% said they are more likely to stay on a drug). Read more »
Silja Chouquet over at whydot pharma is an advocate of pharmaceutical companies using social media to improve patient outcomes. She’s written a great post highlighting 3 ways pharma is using Facebook to: Connect current and ex- employees. Attract talent, including student, intern and training program groups. Read more »
As first reported by attorney Mark Senak of Eye on FDA, Pharma is jumping on the YouTube video bandwagon with mixed strategies and varying results. Abbott, GlaxoSmithKline, Johnson & Johnson and Sanofi Pasteur feature what could best be described as “corporate communications meets the kitchen sink.” But it’s product promotion where things really get interesting. Sixty Second Case Studies. Read more »
In the 1989 hit baseball movie “Field of Dreams” Kevin Costner hears a voice while walking through his Iowa cornfield: “If you build it, he will come.” He then sees a vision of a baseball field, builds it and everything works out in the end. But health care sites – both branded and unbranded – are not cinema. What happens if you build it and no one comes? Read more »
Health care communicators are in double trouble: Do too much and you’ll become the next Yaz with FDA fining you $20 million dollars in make-good advertising obligations. Do too little and when you’re caught unprepared to manage a mishap, you could be the next Christian Bale news cycle. Read more »