Kids now average 7.5 hours a day watching TV + online … and that number is really more like (gulp) 11 hours a day including multi-tasking, according to the Kaiser Family Foundation (see slideshow).
Here’s the press release which points out that among black and hispanic youth surveyed, the time watching TV daily averages six hours.
That means a lot of things to a lot of people, but for pharma one message is clear: the next generation is totally digital.
Want to reach them? The sooner you get fluent on digitial, the sooner you reach them.
Without a fully digital mindset your brand is going to miss some cycles.
Why would you risk that? Going digital isn’t something for the future. This is the way the world works today …
Google has partnered with the National Institute of Health (NIH) to bring “verified” medication information to the organic search results. All of the associated links of the medication information result goes to the PubMed Health section of the NIH site. Below is an example of a search for Tylenol.
As you can see in the above example, the new medication information result pushes Tylenol.com to the 2nd organic result. Google has added both the new medication info and Google Health results to bring reliable health information in an environment where there is a large amount of medical “information” available, much without regulation (for example third-party sites not under FDA jurisdiction).
Then you have to question Googles motives. The top sites are often sites that are regulated by the FDA or are maintained by medical councils like product.coms’, Drugs.com, RXList.com and, the larger medical information sites (WebMD, MayoClinic.com, ect). Also, the entire point of their algorithm is to float the established, relevant information to the top. Or is this a way to control the traffic to their site between themselves (with Google Health results) and partners (like the NIH)?
One of our WYDiQ bloggers has an article over at MedAdNews today about big, emerging trends in HCP marketing that most of us aren’t talking about yet. Great stats on mobile and the changing composition of the physician workforce: Read Full Entry
Leigh and I were in the pharma corridor in New Jersey yesterday to present at a marketing summit. Our role: inspiring innovation thinking. We brought lots of examples of how companies foster innovation and then took the attendees inside our own lab to look at how some of our latest projects (can we say – innovations?) were conceived and created. Here’s what we shared: Read Full Entry
I worked outside the lab for the last week or so on a special project to figure out just what a particular brand should do online. I’m excited about the ideas we’re presenting this week – particularly because there’s not a single big idea.
Our approach embraces the belief that the corporate website is not the center of the web. A brand has to live where people are and open up to different interactions with different groups. It’s old-fashioned niche marketing. But in our industry-wide rush to digital, it’s something that is often left behind. Read Full Entry
