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News Release from: Millward Brown | Subject: digital marketing in healthcare
Edited by the Marketingservicestalk Editorial
Team on 30 June 2008
Healthcare marketers slow to exploit
digital
Marketers in the healthcare and pharmaceutical sectors are failing to fully exploit digital marketing strategies, according to a Millward Brown survey.
Findings from a Millward Brown survey and panel debate on digital marketing in the healthcare and pharmaceutical sectors show that marketers in these sectors are failing to fully exploit digital marketing strategies Yet GPs are receptive to engaging online as they spend more time in the day working online, turning to blogs, social networking sites and websites for information and advice
This article was originally published on Marketingservicestalk on 24 Apr 2008 at 8.00am (UK)
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Nearly all (97 per cent) GPs questioned said they use the internet at least once a day and for an average of 12 hours every week, according to the results of Millward Brown's GP survey.
Respondents claimed that half of their time online was work related and that after email, search engines are the most used feature of the internet.
Over half (59 per cent) of GPs said they enjoy surfing the internet for information on medicines.
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"Healthcare marketers in the UK have been slow to recognise that GPs are using the internet in the same way that consumers do to make informed choices before they prescribe," said Trevor Acreman, head of UK-based Millward Brown Healthcare.
"They are reading blogs, websites and using social networking sites.
"Healthcare marketers need to play catch-up and move their healthcare marketing into the digital age.
"E-detailing has made a small start in digital marketing for the healthcare and pharmaceutical sectors, but our research shows that it needs to be targeted".
Only one in five GPs surveyed said they would prefer e-detailing to face-to-face rep visits.
Mike Lane, a London-based GP and member of the executive committee of the largest PCT in London, agreed with these findings.
He said: "GPs are fully digital with the exception of printing prescriptions.
"We browse the internet for information on treatments or diagnoses, often using non-medical websites, which are easier to search.
"However, I still prefer face-to-face visits from reps; e-detailing is a good use of time but does not allow me a nice break in my day to speak to a healthy person over a cup of tea and a sandwich".
However, the survey also uncovered some dissatisfaction with sales reps and the information they provide.
Only 5 per cent of GPs said they trusted the information given by reps.
Further, only 5 per cent felt that information provided by reps is fair and balanced.
Lane added: "When reps know their subject and can provide me with objective data that is more than some key benefits about their own products, I get a lot more value from the visit.
"I'd like to see more information online about healthcare products, in particular full reprints of the trials".
Word-of-mouth (WOM) campaigns were highlighted by the survey and the panel debate as another area of digital marketing that could be better exploited by healthcare marketers.
Of the GPs surveyed, 69 per cent said that they enjoy giving advice to colleagues on what medicines to prescribe.
Already 13 per cent of GPs are using message boards, blogs and social networking sites for advice.
And 15 per cent of GPs say they will use them for medical information more in future.
"With more patient websites appearing every day, healthcare and pharmaceutical companies need to realise the WOM value that blogs and online patient support groups bring," said Fergus Hampton, CEO of Millward Brown Precis, which monitors and evaluates media campaigns including consumer-generated content.
"There are an increasing number of negative reports about prescription drugs appearing online.
"Healthcare and pharmaceutical brands need to listen and measure what is being said about their brands offline and online.
"Even though more than 80 per cent of WOM still happens offline, when it's online, it's magnified".
Millward Brown provides research that help pharmaceutical and healthcare marketers understand the impact of word of mouth.
Its Pharma Research Framework can identity positive and negative discussion on brands or topics; analyse the findings and provide guidance on what action companies should take in response to what's being said.
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