Until pharma learns to “think digital, ” they will stuck in the past

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The Pew study found women are more likely to seek health information online than men (85 percent compared to 75 percent) and younger consumers are more likely to research health topics online than senior citizens .

Only 22 percent of Americans over 65 have Internet access, according to Pew. Of those, 70 percent have searched for health topics. The challenge remains to close the gap between people with Internet health access and those without, but improvements are also needed in helping people find relevant information once they are online.

Search engines are the first stop for 8 out of 10 people seeking health information, but often people are not able to locate the most current or accurate Web sites.

Fake news?

Why hasn’t pharma made the connection?

2wo: Pharma measures total visitors rather than engagement for their websites.

3hree: No dedicated brand emarketing people.

4our: Agencies have not invested in copywriters who can write in a style that talks to people rather than trying to “sell them”.

5ive: Most pharma websites still don’t provide links to good, credible health information.

6ix: Pharma websites are updated in months rather than days.

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A HUGE missed opportunity

Originally published at worldofdtcmarketing.com on July 30, 2018.

Marketing contrarian with over 15 years of developing leading edge and award winning digital marketing initiatives.

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