Doesn’t it seem like there is a new marketing strategy or channel to consider at least monthly? There is almost a paralyzing number, each of the options, a good result that blows your benchmark out of the water. Yes, some of these strategies are proven, but pharma marketing often doesn’t play by the rules like in other industries. It may seem daunting to take a leap of faith in the new channel and it is also a heavy lift for pharma marketers for a number of reasons.
Brands work with limited budgets with high stakes to certify ROI – especially when it comes to new channels and strategies. Sick content and effective marketing are some of the strategies that have wide appeal and proven results in a wide range of industries, but their adopted pharma company is not yet widespread in the industry.
At WEGO Health, we are living and breathing numbers that only show the results that pharma brands can drive with these strategies, But how and why it works. Leaders and influencers who drive online communities and those groups have a tangible impact on sick behavior. Dive into our latest research Emphasizing how and why these marketing tact strategies work, especially in industries with well-documented consumer-brand trust gaps such as pharma.
In February 2021, we surveyed more than 350 patients, ranging from active patients to patient influencers with thousands of followers. Respondents represented the 1 + 0 + terms and were asked if the online health community plays a role in their healthcare, what drives them to work in those communities, how they eat and share health information, and what actions they take with the information they consume. . From someone influential online.
Clearly impact patient health decisions in online communities
In our research, 10 out of 10 (1%) patients say that the online community plays “somewhat important” to play a “very important” role in their health decisions. 2% state state online communities are “extremely important”, indicating that For nearly three-quarters of patients, their health decisions are largely influenced by online health communities, with shared information, recognition and feedback from others, and suggestions made to these groups all at the forefront of driving patient health decisions in 2021.
Top information consumption channels
As the only channel of private groups, an integral part of many online communities, it is no wonder that Facebook still dominates all other social channels as the top social network for ill health information consumption. What’s even more interesting is that Facebook posts are the number one rack, and Facebook private group is number two behind the post. More than half of patients are consuming health information behind closed digital doors in private groups, often with conditions and / or conditions. No other channel is proud of the Facebook group’s ability to share privately, but other channels are hoping Twitter Change that In the near future
Speaking of Twitter, Twitter dropped from one of the top positions in our 201 research to tenth place in the 2021 survey. Twitter has surpassed Instagram and YouTube, both of which have surpassed many places. Blog posts, podcasts, and direct email have also overtaken Twitter in the information consumption category.
Instagram posts take home the bronze medal, and Instagram stories also make the top ten, with more impressive style content how to get a lot of information about patients ’health.
This will no longer be 2020, not to mention Tiktok, which seemed to dominate a lot of social conversations in 2020 from the outside. This platform has had a profound effect on other platforms, with both. Instagram And YouTube Adopting new tic-tac-toe features (reels and shirts, respectively), but it has yet to capture the sick world to the same degree as other platforms. Most of us hadn’t heard of Tiktok a year ago, but it accounts for 11% of patients consuming information on the platform.
Top info sharing channels
Just because patients are consuming information from heavy heaters such as patient influencers on a particular platform does not mean that they are sharing their own information equally. The distribution here looks a bit different than it is for consumption.
Facebook posts and private groups still make the top three, but when it comes to sharing, Instagram groups post for number two instead of private groups, leaving groups in third. Another notable nuisance with sharing is that more than a third of patients say they share information in a more private way via Facebook private messages.
Channels like YouTube, Podcasts, and TickTock are so few in number in number, perhaps due to the fact that they are a very heavy lift for patients to implement, master, and monetize.
Patient influencers are more likely than patients to share health-related health information
For their role as community leaders and curators, more than 10% (%%%) of sick influencers share “some” of the health information they eat online with them. One in 1 says they share “all” of relevant health information – that’s huge! Imagine the trickle-down effect that brand sharing and content can have with an influential patient. 20% does not seem like much on paper, but the potential for dissemination of that information has a profound effect on quality and conversion. This is an opportunity to focus on creating shared opportunities for pharma that can equip sick influencers with reliable and relevant information to share on private and group walls.
Where information works
It can be challenging to measure the actions taken by patients with health problems they consume online. HIPAA and other privacy laws prevent brands from knowing who will take the next step in treatment or cure. Another great thing is to ask the source – if someone influential in your online community shares information about a treatment or treatments related to your condition, what did you do or will you do with it?
Out of 10 participants in our survey, a staggering 89 (% phys%) asked physicians about the information they consume. About a specific drug. In ((% 2%) goes one step further and wants to share that information with anyone who is interested.
When someone is seen as effective in a patient’s online health community, they share information from a pharmaceutical company About a medical condition, 2% ask their doctor or other HCP. The same number of patients say that they share what they are willing to share with someone.
Like other areas of our survey, the level of impact a participant has has little effect on their chances of working.
Those considered sick influencers report to their physicians to talk to their followers and ask about conditions and medications for further learning purposes.
The biggest difference in the likelihood of action is between our non-effective groups. With specific medications, non-users are less likely to ask their doctor for information (83%) or share information (76 %%). You need a medical condition to share information with others about a certain level of comfort and openness. Those who do not actively share their stories online (non-influencers) have reasons to keep them private and are therefore less likely to take ownership of their health or share personal information with others.
Still, those more influential than non in 4 will still ask their doctor for information and more than 4 in will share it. Although slightly different in numbers, responses from all levels of influence demonstrate the power of trusting influence in sick communities and drive those tangible influences in the community by sharing information.
The strategy is to value your idea
The data behind it and the sick voice speaks for itself. The online community plays an important role in the health decisions of patients from all communities. Effective is the shared information that is seen as effective in those communities. Some patients may be passive participants in their health journey, but the messages sent by these influencers are still highly likely to reach a wider audience beyond measure due to the possibility of moving with the information. Partnering with trusted, authentic and busy patient influencers is a reliable strategy that works in a way that empties trust and sends brand messages that work.
The pharma brand has nothing to lose and everything to gain by building relationships and partnering with sick influencers. If you think these methods may be appropriate for your brand and you are willing to take steps to build meaningful engagement with results-driven and sick communities, Click here to stay in touch with our team!