Dublin, Sept. 27, 2013 (GLOBE NEWSWIRE) -- Research and Markets (http://www.researchandmarkets.com/research/kvz327/the_digital)
has announced the addition of the "The
Digital Patient: A Snapshot of the Digital Landscape of Patients
and Caregivers" report to their offering.
The advent of mobile phones and other devices has opened up new
channels for pharmaceutical marketers to reach patients and
caregivers. The Pharma industry as a whole is late to the digital
game so logically patients and caregivers have pre-existing
expectations of the digital experience. Digital enables brands to
deliver highly targeted information in a variety of forms. It
creates the setting for a brand experience versus a promotional
moment.
This is a tremendous opportunity but not one without challenges -
one of the biggest obstacles being lack of clear direction from the
FDA around appropriate use of social media. Based upon this
statement by Ernest Voyard, the FDA's senior regulator council,
guidance around appropriate use of social media will not be issued
in the near future. We are working on the area and it's something
we feel is important but we don't have a specific timeline right
now.
While many companies have a digital presence via their brand
websites and social network sites (SNS) they are not truly engaging
the patient. At the same time, there are companies that are bold;
willing to take risks and serve as industry pioneers.
The report, The
Digital Patient - A Snapshot of the Digital Landscape of
Patients and Caregivers, was written to provide support and
guidance to companies with their digital strategy and planning. CBR
Pharma Insights used both primary and secondary market research to
produce analytical insights for pharma companies in support of
their mobile, social, brand, and overall digital strategies.
Key Reasons to Purchase
- Access a deep dive on how patients & caregivers are using digital technology to access health-related content
- Learn how pharmaceutical companies are reaching out to patients through digital channels in the absence of clear guidelines
- Access data & analysis from CBR Pharma Insights' primary market research study with over US 400 patients & caregivers around their use of mobile technology, health-related apps, online communities, blogs, and social networks
- Benefit from multiple industry examples of how specific companies are using the different digital tools available to them
- Learn about what needs to be considered and planned for when working to create a digital experience for patients & caregivers
Key Topics Covered:
Executive Summary
Evolution of Direct to Consumer Marketing
- DTC milestones in parallel with Technology milestones
- Drivers behind the change in the way we market to customers
Creating a Digital Experience for Patients and Caregivers
- Use mobile as the foundation for the digital experience
- Keep in mind that context is as important as content
- Health advocates can help foster relationships with patients and caregivers.
- Consider the various ways people prefer to receive information
- Consider a patients mindset to tailor communications
- Point-of-care marketing opportunities are expanded through mobile technology
Patients and Care Givers Use of Digital Channels
- Findings from the study conducted by CBR Pharma Insights
- A digital snapshot as part of digital strategy creation
- Using the internet for health related information
- Use of online communities
- Blogs and blogging
- Use of mobile technology and health-related apps
- Social networks and the patient
Digital Marketing Around the Industry
- A showcase of digital marketing activities
- Sanofi as a pioneer
- Knowing your target audience
- Utilizing humor appropriately
- Using social media to test the waters'
- Funneling patients & care givers to brand websites
For more information visit http://www.researchandmarkets.com/research/kvz327/the_digital
Research and Markets
Laura Wood, Senior Manager.
press@researchandmarkets.com
U.S. Fax: 646-607-1907
Fax (outside U.S.): +353-1-481-1716
Sector:
Pharmaceuticals