Top Digital Pharma Marketing Trends
Top digital pharma marketing trendsTop digital pharma marketing trends Jie SunSource: http://worldofdtcmarketing.com/top-digital-pharma-marketing-trends-part-ii/in-the-news/http://worldofdtcmarketing.com/1Key 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 03/13/14Key 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 productstop 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 consumersGenerational differences when it comes to social media use for healthOnline 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.