A recent study from manhattanRESEARCH looks into the behavior of both physicians and consumers in health and medical fields to uncover how digital is shaping the future of pharmaceutical marketing. Some really interesting stats about the behavior of physicians online:
“…nearly all physicians are online for professional purposes weekly or more”
“…the average physician now spends a full work day (eight hours) per week using the Internet for professional reasons”
The report goes on to talk further about mobile…
“Mobile technology has played a significant role in increasing physicians’ dependency on online resources – 64% of doctors own smartphones and are using them to supplement their desk or laptop computer usage to be “always on.” Also, mobile devices help physicians to access clinical resources at multiple points throughout their day, even to at the point of care.”
How physicians use multimedia and social media we also covered…
“…physicians have acclimated themselves to advanced online activities, such as watching streaming video and listening to podcasts, at a much faster rate than consumers. Doctors are also catching the social media fever. Many are collaborating in online communities designed specifically for healthcare professionals; participation in these networks doubled between 2008 and 2009.”
Understanding behavior online is critical for any marketing team when looking to develop forward-looking digital strategies that elevate the relationship with your target audience. If physicians are key for your 2011 digital plan, now may be time to reassess how you reach and build relationships with them.
Read the full research article at:
How Digital is Shaping the Future of Pharmaceutical Marketing
Digital Pulp and Bausch + Lomb have come together to launch the biggest product innovation in the category within the last decade online… BiotrueTM.
The digital brand experience begins with an interactive website that creates immediate energy around the Biotrue brand through animation and storytelling. Particularly the World of Bio-inspiration encourages both consumer and professional audiences to interact with and discover what products, like Biotrue, are inspired by nature.
Videos and interactive graphs are abundant throughout the site enhancing the user’s experience as they explore what makes Biotrue truly unique. Awareness is being generated online with dynamic banner ads and coordinates beautifully with TV and PR efforts in cities across the U.S. More from the team behind the work…
Chris, Senior Brand Manager, B+L says: “Congratulations on the launch of Biotrue.com!!! Thanks for all of your hard work in getting this spectacular site up and running. Your team continues to deliver exceptional work.”
Susan, Senior Account Manager, Digital Pulp says: “In a category that is known for low consumer engagement, the Biotrue brand and site break the mold. It’s exciting and engaging from the first moment the site intro starts to play!”
Gene, Creative Director, Digital Pulp says: “The site presents a great balance of brand experience and elucidation, giving visitors both product and category information. From the multimedia introduction to the interactive world of bioninspiration, Biotrue.com delivers.”
Thank you to B+L marketing team for the opportunity to do something so wonderful. And many thanks to all the talented DP team members who had a hand in the strategy, planning, design and development. What a nice result.
Health information is abundant on the web and we can only imagine this is for the better. Not only can you research the medication your doctor prescribed but you can chat about it with others who share your condition.
Recently Pew Research Center posted a finding that adults in the U.S. living with chronic disease are more likely to participate in online discussion but much less likely to actually have internet access. In fact, 81% do not have the ability to easily go online…
U.S. adults living with chronic disease are significantly less likely than healthy adults to have access to the internet (62% vs. 81%). The internet access gap creates an online health information gap. However, lack of internet access, not lack of interest in the topic, is the primary reason for the difference. Once online, having a chronic disease increases the probability that someone will take advantage of social media to share what they know and learn from their peers.
When other demographic factors are held constant, having a chronic disease significantly increases an internet user’s likelihood to say they work on a blog or contribute to an online discussion, a listserv, or other online group forum that helps people with personal issues or health problems.
Read the full article: Chronic Disease and the Internet
We’re always interested in understanding audiences and their motivations online. When thinking about your clients and customers it’s important to consider not only their desires in engaging with you but the barriers that might stand in their way.
As a not-for-profit organization, the Visiting Nurse Service of New York is dedicated to the care of patients and support of caregivers. VNSNY is proud to announce A Day in the Life, a new blog to support caregivers in New York City.
While the technology is straightforward, blogs whither or thrive on the quality of content. VNSNY spent a good deal of time finding just the right bloggers with the passion to write about what caregivers in New York face everyday. The team they’ve assembled includes nurses, physical therapists, hospice volunteers, and other working health care professionals, each offering deep and personal insights from within the field.
Rachel Garrett at VNSNY helped launch the blog. “I love that A Day in the Life provides our experts with a platform to talk about the hard-hitting issues with which every caregiver grapples. Whether the topic is children dealing with tragedy or the challenging decision to put an aging parent into Adult Day Care, our blog offers a place for our clinicians to draw you into their worlds and for New York City’s caregivers to get support.”
Are you a caregiver or know someone who is? Then this blog is for you. A Day in the Life: Caregiving Through the Eyes and Ears of VNSNY: http://blogs.vnsny.org/
Fight AIDS, Love Life. With this new tag line, the Gay Men’s Health Crisis (GMHC) launched its new web site: www.gmhc.org on World AIDS day. GMHC is a New York based non-profit organization founded in 1981. It’s the world’s first and leading provider of HIV/AIDS prevention, care and advocacy. GMHC underwent a rebranding effort to modernize its image and its impact on new audiences. The web site reflects the new branding work and showcases the breadth and depth of GMHC services and efforts. With over 150 staff and similar numbers of volunteers, GMHC provides services and care for thousands of New Yorkers and have a nation-wide impact on education, advocacy and research.
GMHC also launched its crystal meth site: www.mymethlife.org. My Meth Life is a non-judgmental, educational resource for anyone affected by crystal methamphetamine use and abuse. Crystal meth use is a risk factor for HIV transmission and infection.
Digital Pulp is proud to contribute to GMHC’s ongoing efforts to “Fight AIDS, Love Life”.
Health Dialog is among the few companies in the healthcare sector that can genuinely claim success in reducing costs while improving patient care – the “holy grail” in the current effort to reform US healthcare.
Their unique business model combines insights gained through groundbreaking research conducted by The Dartmouth Institute with advanced analytics to identify individuals whose health is at risk. A personal health coach then reaches out to those individuals to educate them about their condition and empower them to make shared decisions with their doctors.
The result? Better informed patients, fewer unnecessary procedures, lower costs for employers and health plans, and improved health for individuals and populations. Pure genius!
And now Health Dialog has a new website, launched with the help of Digital Pulp, that promotes their vision and the warm, personal support that their health coaches provide. Learn more about this healthcare success story at www.healthdialog.com.
