MarketTools Blog

Pharmaceutical manufacturers have been more focused on consumers in recent years – anyone who has a television has seen the volume of DTC (direct to consumer) commercials there. Thanks to technology, marketers in the pharma field have new and innovative ways to market their products to consumers – via the web, for example.

Mobile technology will play an increasing role in this consumer-focused marketing transformation. The pharmaceutical industry can look to the consumer packaged goods industry to understand the most progressive marketing approaches around technology. For example, real-time point-of-purchase marketing opportunities are available when shoppers are willing to provide their cell phone numbers in order to receive follow-up offers and information via text. The trend toward increasing smartphone usage will only expand the marketing choices.

We’ve been hearing more and more about how U.S. patients are taking control of their healthcare.  We also know that patients see and recall pharmaceutical advertising, and in some cases ask their physician about a particular product. In fact, a recent study from Prevention Magazine noted that a majority of consumers feel that pharmaceutical advertising in magazines and on TV is fair and balanced, but they feel that online ads need to work harder to communicate risks vs. benefits.  At the same time, advertising within the social media landscape has quickly become an accepted voice for pharmaceutical companies, with 57% of consumers saying ads are acceptable on sites that cover health and medical issues.  Good to know!

MarketTools ran some market research on research recently with a study of an online survey panel of over 1,200 consumers, and found some further validation of the ways that both general consumers and specific patient groups continue to seek information and tools online related to their healthcare.