Pharmaceutical companies have also partnered with nonprofits to improve reputation.
In 2010, consumers cast 61 million votes in the Pepsi Refresh Project. To put that into perspective, there were approximately 89 million votes in the U.S. general election. The Project allows consumers to apply for grants online and the ideas with the most votes each month get funded. Coincidentally, in January there are three rare disease nonprofits in the Pepsi Refresh Project that deserve your vote: National Organization for Rare Disorders (NORD), Jacob’s Cure and Cure San Filippo.
Cause Marketing is Effective
The 2010 Cone Cause Evolution Study found that 41% of Americans said they have purchased a product in the past year because it was associated with a social or environmental cause, a two-fold increase since Cone first began measuring in 1993.
The survey found when a company supports a cause:
• 61% of Americans say they would be willing to try a new brand or one unfamiliar to them.
• Nearly one-in-five consumers (19%) would be willing to purchase a more expensive brand.
pharmaceutical companies and brands will have to do the hard work of regaining the trust of consumers one by one
I’ve written about the lack of trust consumers have in pharmaceutical companies before, so the latest Harris research isn’t a surprise. As someone who works in the industry, it’s disappointing, but not surprising.
In November, the Harris Poll asked 2,151 adults online: “Which of these industries do you think are generally honest and trustworthy – so that you normally believe a statement by a company in that industry?” Only 11% of those surveyed trust the pharmaceutical industry. This number was at a high of 14% in 2004 and a low of 7% in 2006, but it’s stayed relatively consistent.
See how pharma ranked in response to this additional question about trust. Read More
According to the survey (phone interviews of 1,501 adults) 60% of online consumers use social media. User-generated sites such as Wikipedia and online forums such as PatientsLikeMe.com had a following of 42% (both up 6% over last year), while health-related blogs like Rateadrug.com were at 30% (up 3%).
This research echoes other recent data and demonstrates that patients are looking to hear from others like them.
According to the survey, 76% of online consumers look for others who share their medical condition for information. This was higher than even doctors (73%) and friends/family (66%). It’s important to keep in mind that the severity of the health issue can also impact this answer. The more serious the condition, the more likely that a patient will turn to a healthcare professional. Read More
the key to success is not just mastery of one's discipline, but to earn the trust and confidence of clients
It’s not the newest or hottest book, but it’s one of the best business books I’ve ever read: The Trusted Advisor by David H. Maister, Charles H. Green and Robert M. Galford. The theme of The Trusted Advisor is that the key to success is not just mastery of one’s discipline, but to earn the trust and confidence of clients.
Wendy White asked all Siren Interactive employees to read this book. For the last month, every Friday during lunch we’ve reviewed and discussed various chapters.
Wendy told me why she feels it’s important to invest the organization’s resources in this type of ongoing education.
This data reinforces the importance of having a search strategy for your web properties
Dr. Google is still diagnosing Americans. A recent survey found 22% consider Google searches “influential” in seeking health info. While doctors came in first (44%), other healthcare professionals, such as nurses and pharmacists, trailed the search engine. Here are the details.
Percentage of respondents ranking the following sources as the most influential source the last time they sought health information
Source: Capstrat-Public Policy Poll, April 2010
The Impact for Pharma
This data reinforces the importance of having a search strategy for your web properties. Both organic and paid search strategies are essential to get your information in front of the appropriate people.
But Who Do You Trust Online?
Health advocacy groups emerged as a trusted source of online health information: 71% found web content of such groups “somewhat reliable” or “extremely reliable,” much higher than the 59% who felt that way about organic Google searches.
While the April 2010 research conducted by Capstrat and Public Policy Polling surveyed only 678 Americans, these results were consistent with recent research conducted by Epsilon.
What do you think about this survey?
This post was contributed by Eileen O’Brien, Director of Search & Innovation for Siren Interactive. You can connect with her on Twitter at @eileenobrien.