What’s In a Name? – eyeforpharma
The dotHealth team’s favorite takeaways and wrap-up from eyeforpharma Philadelphia.
This past week, I headed up to Philly with our CEO Jose Ignacio Rasco. We were proud to sponsor the eyeforpharma Philadelphia conference and lead a discussion for some of the world’s most talented pharmaceutical marketing executives on “What’s in a Name?” – why the name (and the domain name) you choose matters. You can view the content of our talk below. But first, here’s a wrap-up of some of the key takeaways and trends we identified at the conference.
It’s all about the patients
Our team has been making the rounds to a variety of different healthcare conferences over the past several months, and one of the most exciting trends that has been present at all of them is the increasing value of the patient perspective on all aspects of healthcare. Nowhere was it more obvious than eyeforpharma – search the #efpPhilly hashtag on Twitter and you’ll see that most of the top tweets highlight patient-centricity.
— Nigel Downer (@Nigel_Downer) April 20, 2017
Patients do NOT want to see celebrity & politician spokespeople. We want REAL patients who don't have access and endless funds. #efpPhilly
— MarlaJan – LuckFupus (@marlajan) April 20, 2017
Keynote speakers, panels, and presentations were filled with concrete examples of involving patients more directly in all aspects of drug development and roll-out. We can’t wait to see even more patient-focused initiatives permeate the health industry! We especially enjoyed our time getting to know a couple of superstar patient advocates, and loved how enthusiastic they were about the impact that .health will have in their communities (which are so often website-based). A special thanks and shout out to MarlaJan of Luck Fupus and Heidi of Pink Power Mom for inspiring us!
Your name matters
Of course, at eyeforpharma Philadelphia we paid particular attention to anything and everything related to naming and websites. With over 1 billion websites live and as many as 50 new drug launches per year, it’s getting harder and harder for pharma marketers to reach patients and physicians with the information they need, when they need it. With 72% of consumers searching for health information online, and 77% of them starting at a search engine on that journey, having a focused and credible brandand domain name for both branded and unbranded content is critical. (Source: Pew Research Center, Health Online 2013)
Check out Jose Ignacio Rasco’s interview with PM360.
Learn more – Check out the slide deck above or watch the presentation led by our CEO, Jose Ignacio Rasco. A special thank you to Erin Byrne, President and Chief Client Officer at greyhealth group, Melissa Lederer, Head of Marketing at MATTER, and Matthew Murphy, Director of Digital Health Innovation at Boston Children’s Hospital for lending their expertise to the discussion.
Another theme that resonated throughout our talk and conversations with others at the conference was the dominant role Google plays in the search for health information. One of our panelists gave some great context on how Google searches directly impact what they see in the hospital.
“We looked at the top searches made by parents about a child and found that the top-5 searches for acute sickness (i.e. fever, cough, rash, vomiting, abdominal pain) aligned with 33% of chief complaints for low-acuity patients discharged home from the ED,” said Matthew Murphy, Director of Digital Health Innovation at Boston Children’s Hospital.
We hear similar stories all the time – one minute, a consumer has a headache, and a few clicks later, they’re convinced they’re going to die of brain cancer. The bottom line is that the search for health information online is crowded, confusing, frustrating, and at times, anxiety-ridden for consumers. At dotHealth, we are excited to help tackle this problem by creating a space consumers have been craving for years – a focused, credible, and meaningful home for health online.
Value of unbranded content
Now more than ever, pharma has all of the data and information at their fingertips. An overwhelming majority of physicians (65%) state that they don’t care if the information they reference comes from a pharma company, they just want the credible information they need when they need it. What’s more, 66% of patients agree that when they research drug information online, this online content influences their medication choice. We see a huge opportunity for the pharmaceutical industry to present factual information to physicians and patients – they just have to present when, where, and how these groups are searching for it.
Two of our favorite examples of this come from two of pharma’s biggest players. Just a few months ago, Pfizer launched arthritis.com – we love the campaign for its consumer-friendly design, valuable content for patients, and of course – it’s great name!
A much more storied example comes from Merck – they published the first Merck Manual in 1899 and today the Merck Manuals contain exhaustive, free, scientific content in two different formats – one for medical professionals and one for the everyday consumer. Medical professionals rely on peer-reviewed scientific journals in order to make evidence-based decisions, and we love the steps that Merck has taken to make more of that content freely available to all.
Were you at eyeforpharma Philadelphia as well? We’d love to hear your key takeaways. Tweet us @dot_health with the hashtag #efpPhilly!
We look forward to continuing our tour of healthcare marketing and innovation conferences – next stop, MM&M Transforming Healthcare in NYC on May 1! Will you be there? We’d love to meet you – contact us to arrange a meeting.
– Jennifer Lannon, Director of Brand Development