As Marketers, we’ve long been conditioned to “sell”, also known as the fourth Marketing P: Promotion. Increasingly, however, the world of Marketing is shifting from a model of selling and shouting to one of listening, engagement, dialogue and education. Pharma is no exception to this change. A recent study by about.com outlined in eMarketer points to success with current pharma advertising, but also highlights opportunities for improvement that are consistent with the continued shift in consumer mindset.
Following diagnosis from their Physician, most consumers use the web to find more information about their condition, a smaller percent use search engines to better understand treatment options or the particular medication that they’ve been prescribed. Only 35% trust what the doctor says and fill the prescription without further search or education.
Currently, more than four in 10 Internet users told About.com that pharma ads made them aware of treatment options and educated them about symptom and conditions; 17% felt like they could speak more knowledgeably with their doctor because of pharmaceutical advertising. Continue reading