It’s no secret that more US adults are turning to the Internet for health information. Just think about the last time you or your loved one experienced health-related symptoms or was even diagnosed with a health-related condition. What did you do? You went online to Google and searched to find any and all health information about the symptom or condition. Users now even search the Internet on their smartphones as they’re watching brand ads on TV.
According to Manhattan Research, this health information trend is ever increasing. In 2010, over 183 million US adults went online seeking health-related information, with over 169 million US adults specifically researching prescription drug information.
ListenLogic Pharma Social Intelligence deeply discovers what patients and caregivers are discussing online about your specific therapeutic area, brand and competitors. Not only is this information valuable to understand current online patient and caregiver mindset, it provides valuable insight into the information that everyone is reading as they’re seeking out this health-related information. This patient-to-patient influence is massive, as patients and caregivers discuss efficacy, lifestyle impact, costs, dosing and other valuable topics that in turn can drive or negatively impact sales.
Source: Manhattan Research 2010
New research from Pew Internet Research shows that as of August 2011, 65% of US online adults, use social networking sites. That’s a 61% increase from 2010.
And, now 50% of all adults use social networking sites. Staggering numbers.
…click here to download the report.
I hope you read Josh Bernoff’s blogs (from Forrester Research). Josh blogs about social applications and technology empowerment inside and outside companies; and is an author of the books Empowered and Groundswell.
In his June 6, 2011 blog he summarizes his new report Competitive Strategy In The Age Of The Customer. The report first summarizes previous sources of business domination (manufacturing, distribution, and information mastery); but notes the we are now in a whole different era. Business is now in the Age of the Customer, and the power of the business comes from engaging with the empowered customer.
And his four priorities as you set your 2012 objectives, strategies and budgets:
- Invest in real-time insight (via social listening) to build products customers will embrace.
- Spend more on customer experience and customer service to build relationships.
- Fund sales channels that deliver intelligence about customers, not just push.
- Shift marketing funds from one-way ads into useful content and interactive marketing.
If you haven’t read the full report yet…do so now. You can’t afford to continue doing things the same old way.
Pew Research does a great job with the big picture of social and health information. And their most recent report doesn’t disappoint.
The social life of health information is robust. The online conversation about health is being driven forward by two forces: 1) the availability of social tools and 2) the motivation, especially among people living with chronic conditions, to connect with each other.
Some of my favorite numbers:
- 6% of internet users have posted comments, questions or information about health or medical issues on a website of some kind, such as a health site or news site that allows comments and discussion.
- 5% of internet users have posted health-related comments, questions, or information in an online discussion, a listserv, or other online group forum.
- 4% of internet users have posted such comments, questions or information on a blog.
And if you remember there are close to 200 million internet users in the US alone, those are some pretty big numbers.
Great editorial from a recent Journal of Advertising Research.
The Shape of Marketing Research in 2021
By 2021, we think that leading-edge companies—probably led by consumer packaged goods and technologically driven enterprises—will look for answers to 80 percent of their marketing issues by “fishing the river” of information.
The river is an organic flow of knowledge. And how will innovative companies fish that river?
- Mobile Data
- User-Generated Content (UGC) and Text-Mining
- Social Networks
Get on board, or your going to miss the boat.
With all the legal and regulatory issues surrounding pharma, how can the 21st century pharma company truly leverage the full power of social? It’s starts with listening and understanding.
In the research world, social is NOT just Facebook, Twitter, YouTube, etc. Social is over 200 million sites with user-generated content…it’s the world’s largest focus group. Real-time, unbiased, incentivized, unmoderated, patient and caregiver conversations…the holy grail of qualitative data!
In late 2010, the Marketing Research Association published MRA/IMRO Guide to the Top 16 Social Media Research Questions. Great introduction that reviews the role of social media research, ethical and legal issues, processes and providers, and much more. It should be required reading for the pharmaceutical market researcher (or brand manager) who is just dipping their toes in the social market research waters.