gital health plays an increasing role as China revamps a healthcare management sector impaired by chaotic patient data, underfunded rural health centers, overburdened city hospitals and a catastrophic nationwide shortage of doctors (1,5 doctor per 1000 citizens). In fact, patients often travel hundreds of miles to see a specialist in one of the big city centers. Furthermore, the doctor-patient relationship in China is far from ideal; a recent survey stated that 67% of patients don’t trust the diagnosis and treatment provided to them by their doctor.
comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released results from its eighth annual Online Marketing Effectiveness Benchmarks for the Pharmaceutical Industry, conducted in partnership with marketing innovation consultancy Evolution Road LLC.
Is the growth of digital channels a good thing for reps seeking to engage a physician audience—or is the Internet the driving force behind a trend for more physicians to say “goodbye” to the traditional rep relationship? Looking at recent data from Digital Insights Group (DIG) it seems the answer lies somewhere “in between” for most U.S. physicians today.
Teaser data from research firms is a great place to find nuggets of knowledge, even if you don’t buy the report. Here, Best Practices shows some insights into pharmaceutical research channels (on a limited set of respondents) and finds some interesting nuggets:
Pharma leads in mobile research, with 70% (7 of 10) respondents using it at least sometimes. Only 47% (15 of 32) in the total study population use it.60% (6 of 10) of Pharma companies are using social media listening as part of their research activities.50% (5 of 10) of Pharma companies are using online patient communities as part of their research.
This chart comes from the linked report excerpt:
These findings reinforce the trend that social listening is proving to be a valuable source of insights for Pharma marketers. Also, they show that mobile channels, with their ability to reach a large audience, are becoming more popular with researchers.
Key opinion leaders are much more digitally-minded than other physicians, according to the Sources & Interactions Study, September 2014 – Medical/Surgical Edition. Here are a few key data-points pharma marketers and agencies need to know about key opinion leaders in order to refine digital marketing plans:
KOLs are more likely to use smartphones and tablets for professional purposes than all doctors surveyed. About 91% use smartphones for work reasons and 66% say they use a tablet for professional purposes. When using their smartphones, key opinion leaders are more likely to use medical apps compared with all physicians. 83% use at least one of the apps we study on their mobile devices vs. 69% of all physicians. About 68% use diagnostic tool/clinical reference smartphone apps and 60% use drug and coding reference smartphone apps. Looking at tablet apps, 64% of KOLs use one of the types we study on their tablets compared to 47% of all physicians. More than half of key opinion leaders (57%) use the Internet for professional purposes more than four times per day compared to 42% of all physicians. On average, they use the Internet almost 15 times per week for work with 97% using the Internet at least daily for professional purposes. In comparison, 88% of all physicians use the Internet at least daily for work. While only 30% of all physicians say they use email to communicate with patients, that percentage increases to 47% of all key opinion leaders. Key opinion leaders are more likely to use social networks for professional purposes compared to all other physicians. For example, 57% of key opinion leaders use medical association social networks while only 41% of all physicians use them.
The Sources & Interactions™ Study is a detailed examination of doctors’ online and mobile activities, e-detailing experience, and exposure to (and evaluation of) information sources including traditional and emerging media, pharma reps, CME, convention and more. The study is conducted every six months and targets more than 3,000 physicians annually across 22 specialties, exploring their media preferences and habits. Sources & Interactions was designed to help marketers and their agencies cost-effectively allocate resources to their overall promotional mix, and provide publishers with specific insight about where their offerings fit into physicians (and other healthcare professionals’) information inventory.
Across the globe, governments, health care delivery systems, insurers, and consumers are engaged in a persistent tug-of-war between competing priorities: meeting the demand for health care services and reducing the rising cost of those services.
"The reality is that patients have no choice but to be engaged. They are provided these details in an inefficient way that causes a lot of frustration, worry and fear on top of already stressful medical concerns. The Office of the National Coordinator for Health Information Technology reports that one in three patients experience gaps in information exchange, which we rely on the patient to solve. I suspect this number is a significant underestimate because we are so used to this level of fragmentation and repetition, that we no longer see it for the system failure it is."
Twitter is about to give marketers new ways to share videos with a feature the ad world has been asking for: autoplay. Twitter has been working on its built-in video system for months, which would finally give users and marketers a way to shoot footage within the app.
Sharing your scoops to your social media accounts is a must to distribute your curated content. Not only will it drive traffic and leads through your content, but it will help show your expertise with your followers.
How to integrate my topics' content to my website?
Integrating your curated content to your website or blog will allow you to increase your website visitors’ engagement, boost SEO and acquire new visitors. By redirecting your social media traffic to your website, Scoop.it will also help you generate more qualified traffic and leads from your curation work.
Distributing your curated content through a newsletter is a great way to nurture and engage your email subscribers will developing your traffic and visibility.
Creating engaging newsletters with your curated content is really easy.