A blog exploring pharmaceutical relationship marketing, emarketing and innovation with a focus on rare disorders.
The convergence of rare disease, digital communications, and pharmaceutical marketing communications

BioPharma Marketing and Quality-Driven Consumers

Posted by | 2:49pm on Wednesday, April 2, 2008

The most disturbing and interesting fact is that nearly two in five of us (38%) are "unlikely to research" but "likely to change" our behavior. 

I just read a really interesting post by Brian Klepper referencing Solucient’s HealthView Plus 2006 data, focused on “Quality-Driven Consumers,” people who are “likely to research ratings information on hospitals or doctors,” and likely to change providers if the one they originally preferred received a low rating. He walks through the statistics outlining how many people actually do research and how that effects their behavior. The most disturbing and interesting fact is that nearly two in five of us (38%) are “unlikely to research” but “likely to change” our behavior. Is this the power of web 2.o? That few people actually do deep research to verify facts, and more people take a stranger’s word if they say they’ve been through the same experience? Or just change their health care based on no data?

Of course, this also affects pharma marketers and their websites. For big pharma I guess this is not a surprise, because the advertising itself can evoke an emotional response and get someone to switch their medication. For biopharma, where we are more likely to be dealing with patient populations with a possibly life threating chronic disease, there is a financial and moral imperative toward more transparency and decision-support which, if we do it right, will ultimately drive changes in healthcare.

About Wendy White

Since founding Siren Interactive in 1999, Wendy has been recognized as a thought leader at the intersection of niche pharma brands, patient empowerment and online marketing. Her vision for how the internet can facilitate interactions and provide crucial information that patients, caregivers and their healthcare providers previously struggled to find has propelled Siren to the forefront of relationship marketing for rare disorder therapies.

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