Top digital pharma marketing trends
Top digital pharma marketing trends Jie SunSource:
http://worldofdtcmarketing.com/top-digital-pharma-marketing-trends-part-ii/in-the-news/http://worldofdtcmarketing.com/
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Key Facts and ThoughtsPHARMA SALES REPSAmong U.S. drug makers,
the annual cost per primary care rep ranges from $125,000 to
$200,000. (Source: Cutting Edge)The average cost for a specialty
rep was $228,000, while the average annual cost for hospital reps
was $243,000, according to the report, which queried 61 drug and
seven device makers late last year.The pharma industry shed 40,000
reps between 2006 and early 2013, according to ZSThe average cost
of making a sales call to a primary care physician, with samples,
was $210, compared with $178 without samples.To visit a specialist,
the average cost with samples was $285, but $267 without samples.
And the average cost of a hospital visit was $260, which fell to
$228 without samples.An average of only 10% of all interactions are
spent using the Internet or mobile device to host webinars or
interact with physicians by email.The average annual investment in
electronic methods is $1.96 million.The average cost of training
primary care sales reps is about $18,300, but $20,500 for specialty
and nearly $21,900 for hospital reps.The average total compensation
for a U.S. primary care district manager was $142,000, and $168,000
for a specialty sales manager, while district managers overseeing
hospital reps received $186,000 (this included device makers). For
regional managers, the average total compensation was between
$180,000 and $250,000. Among those overseeing primary care reps,
the average compensation was $204,000, which climbed to $220,000,
for specialty regional managers and $229,000 for hospital regional
managers (source: The Pharmaceutical Sales Rep Lives to Fight
Another Day/WSJ 03/13/14
Key Facts and ThoughtsThe over 50-year-old population of
Internet health users:78% say that the Internet is somewhat/very
important as a health information source.41% of these adults access
the Internet daily.About half spend 2 hours or less online every
day.They are 24% more likely to say that their reason for online
health research in the past year was to research a medication after
receiving a prescription.About 62% used social media on the
Internet for health and wellness with 37% responding that they
watched informational video clips about health and wellness.This
group of adults is 47% more likely to click on interactive Internet
advertisements about medications, products or services.
Key Facts and ThoughtsThe mobile health consumers are:55%
female48% 18-34 (vs. 34% of total online population)47% parents of
children under 18 (vs. 38% of total online population)More actively
engaged in their health: 7.2 million have asked for specific
branded medication from their doctor to treat a condition in the
last 12 months Smartphone users are 36% more likely than general
populationAll mobile users are 24% more likely than general
populationFurther, users of smartphone/tablet for health are more
likely to research health online for these reasons:In preparation
for a doctors appointmentTo read reviews or ratings about doctorsTo
read posts or stories from those with similar issuesTo learn about
anti-aging procedures or products
top digital marketing trends for DTC marketers 13:2:1 3 clicks
is 2 long for 1 person to read. If your content requires people to
scroll down the page more than twice there is a very good chance it
wont get read. There is a direct correlation between length of
content and people who read it; the longer the content the better
the chance your audience wont read it in an era of online
distractions.Top digital marketing trends for DTC marketers six
segments of healthcare consumerSegments DescriptionCasual and
cautious: are not engaged in their own health, have no immediate
need to consume healthcare services and are cost conscious. They
make up 34 percent of the U.S. healthcare consumerContent and
compliant: comprise 22 percent of the U.S. healthcare population
and they are happy with their physicians, hospital and insurance
plans. They tend to comply with and follow care plansOnline and
onboard: this 17 percent of the healthcare population are keen to
learn about health online. They are happy with their healthcare but
looking for alternatives and for new technologiesSick and savvy:
because of theirconditions, they consume significant healthcare
products and services. They also communicate and partner with their
physicians to make treatment decisions. They comprise 14 percent of
the U.S. healthcare populationOut and about: these independent 9
percent of the U.S. healthcare consumers believe in looking for
alternative healthcare options and prefer to customize the services
they wish to consumeShop and save: are 4 percent of the U.S.
healthcare consumer group and actively look to save money. They are
also willing to switch product and services for better value.
Source: 2012 survey of U.S. healthcare consumers, Deloitte
Center for Health SolutionsTop digital marketing trends for DTC
marketers six segments of healthcare consumers
Generational differences when it comes to social media use for
health
Online Health Activity Continues to Outpace Total Internet
GrowthIn recent years, the number of visitors to U.S. health sites
has continued to grow at a rapid pace, exceeding even the growth of
the Internet as a whole. In January 2012, 157.3 million unique
visitors visited a health-related website, reaching 71.5 percent of
U.S. Internet users. Since June 2008, the Health category has grown
81 percent to outpace the total Internet growth of 16 percent by a
wide margin. (Comscore)According to Kantar Media On average, about
one in three physicians is using a social network for professional
purposes. The majority of those are using professional social
networks, which may include Sermo, Medscape Physician Connect and
QuantiaMD. Physiciansin the 35+ group are nearly twice as likely to
participate in a Professional Social Networkthanthose in the Under
35 group (even more in the 60+ group useProfessional SocialNetworks
thanthe Under 35 group).65.7 million caregivers make up 29% of the
U.S. adult population providing care to someone who is ill,
disabled or aged. Caregiver services were valued at $450 billion
per year in 2009- up from $375 billion in year 2007.[The National
Alliance for Caregiving and AARP (2009), Caregiving in the U.S.
National Alliance for Caregiving. Washington, DC.]From 2010 to 2011
usage of remote patient monitoring, or telehealth, increased by
22.2 percent as the number of patients enrolled worldwide reached
241,200. However, telehealth device revenues only grew by 5.0
percent from 2010 to 2011; and 18.0 percent from 2011 to 2012.
InMedica, a division ofIMS Research(now part of IHS Inc. (NYSE:
IHS)) attributes slow revenue growth over the last year to poor
economic conditions leading to restrictions in healthcare funding
particularly in Europe, and ambiguity on the impact of healthcare
reform and readmission penalties on telehealth in the U.S.In the
past few years, coupons and discount cards have become nearly
ubiquitous for prescription drugs. Such incentives are available
for 395 medications, according to a recent report from industry
consultant IMS Health. In a similar analysis in 2009, a marketing
firm found that only 86 drugs came with coupons.A recent U.S.
survey commissioned by Royal Philips Electronics found that
consumers believe web-enabled, mHealth and mobile apps are part of
their health care solutions and key to living long lives. For
example, one in 10 Americans (11 percent) surveyed believe that if
it were not for web-based health information, they might already be
dead or severely incapacitated.In addition, a quarter of those
surveyed use symptom checker websites or home-based diagnosis
technology as much as they visit the doctor, while another 27
percent use these interactive applications instead of going to the
doctor. Forty-one percent said they were comfortable using websites
to check their health symptoms.Even when it comes to their own
health, consumers trust online information, with three in ten
Americans reporting that they always or frequently turn to the
internet to find answers to medical questions and 65 percent of
those seeking medical information online saying they trust the
information, according to a new survey from Wolters Kluwer Health.
Among consumers seeking medical information online, 63 percent
claim to have never misdiagnosed themselves when using online
medical information resources.
