Digital Patient Journey and Applications for Emotional Analysis in Pharma Marketing

This post was contributed by Genevieve Walsh of BehaviorMatrixOur perception of a health system, brand or HCP’s quality comes from inferences and attributions we form based upon what we see, hear or read about them online or in the news. The majority of that perception is influenced by friends and peers.  Seventy two percent of internet users say they’ve looked online for health information within the past year and twenty six percent of internet users have read or watched someone else’s experience about health or medical issues during that time. Pharmaceutical companies and health systems must have a digital program in place to track and monitor consumer and stakeholder perception, their competitors and the success of their external outreach.   Are emotional analytics the missingpiece to the pharma marketing puzzle?Unfortunately, due to heavy regulation, digital marketing represents an atypical opportunity for the pharmaceutical industry when compared to other sectors.  Still, pharma marketers are under growing pressure to develop creative and innovative ways to establish brands and gauge consumer marketing success. Not only is the marketplace rigorously regulated, fierce competition for HCP’s time and the growing strength of other influencers including patient associations, pharmacists, health regulators, institutional partners and private insurance companies makes innovation even more challenging.When you or a loved one is diagnosed with a d...
Source: ePharma Summit - Category: Medical Marketing and PR Tags: BehaviorMatrix Content Marketing digital marketing Emotional Metric ePharma Patient engagement Patient Journey Social Media Analytics social media marketing Social Media Monitoring Source Type: blogs