Pharmaguy's Insights Into Drug Industry News
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Pharmaguy's Insights Into Drug Industry News
Pharmaguy curates and provides insights into selected drug industry news and issues.
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The Rise of the "Fake News" Era: Nothing New for #Pharma

The Rise of the "Fake News" Era: Nothing New for #Pharma | Pharmaguy's Insights Into Drug Industry News | Scoop.it

It was about a decade ago when Stephen Colbert, host of The Colbert Report, a satirical show on Comedy Central, coined the term “truthiness” to describe a spate of prominent public figures in the news playing fast and loose with the facts… who were largely caught in their own fabrications. (See my blog from back then on Truthiness). Truthiness was defined as the feeling that something was true, despite contradictory evidence.

 

Compared with today’s “fake news,” the truthiness of yesteryear seems tame. Consider the potentially chilling effect that fake news could have on the practice of public relations.

 

Consider this:

  • Social media continues to grow as a dominant news distributor and was a huge factor in proliferating fake news. A Pew Research survey this year reported 62% of adults (62%) get news on social media, and 18% do so often. Two-thirds of Facebook users (66%) get news on the site, and six in 10 get news on Twitter.
  • When you add in the ability of social media algorithms to “vet” what people would rather read, as well as enable people to self-select the news and views they prefer, the task of educating the public about important issues becomes harder.
  • In fact, “Americans’ trust and confidence in the mass media ‘to report the news fully, accurately and fairly’ has dropped to its lowest level …in history,” according to a September 2016 Gallup poll. Just 32% say they have a great deal or fair amount of trust in the media. This is down eight percentage points from the previous year.

 

In an opinion piece in Forbes, public relations professional Robert Wynne says we are living in a post-factual fake news world where Americans disagree on fundamental facts – he sees the end of mass media and the emergence of micro-targeting to audiences.

Pharma Guy's insight:

Speaking of "fake" news, Makovsky was the agency responsible for hiring Kim Kardashian to shill for Diclegis; http://bit.ly/1OFWTG8

 

In terms of Pharma Fake News, aka PR, it seems Millennials are the most gullible. For more on that, “Few Gen-Xers & Baby Boomers Trust #Pharma Paid Celebrity Endorsements”; http://sco.lt/5SyWfp

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Survey: Few Gen-Xers & Baby Boomers Trust #Pharma Paid Celebrity Endorsements

Survey: Few Gen-Xers & Baby Boomers Trust #Pharma Paid Celebrity Endorsements | Pharmaguy's Insights Into Drug Industry News | Scoop.it

Millennials were the most likely generation to respond to pharma advertising and visit a related website, a new survey from Makovsky/Kelton “Pulse of Online Search” survey found. Just over half (51%) of millennials would be motivated to visit a pharma site, compared to 36% of Gen-Xers and 26% of baby boomers.


Although online marketing has expanded, TV remained the most influential medium among millennials. Just over a quarter of those surveyed said they would respond most to TV advertising.
Celebrity endorsements, however, carried little weight. Only 22% of millennials and 13% of participants overall trusted celebrity endorsements of pharmaceuticals.


Although it may seem counterintuitive, millennials proved very responsive to television compared to other mediums. The youngest generation was also the most likely to ask for a medication for name when they visited the doctor’s office, with 69% reporting they would be likely to do so.

Pharma Guy's insight:

See more results form the Makovsk/Kelton Survey: http://bit.ly/MakovskySurvey 

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