醫(yī)藥信息的有效性（英）-17正式版-WN8

PharmaMessaging

Effectiveness:Cross-ChannelAnalysis

Methodology

SampleOnlineInterviews

Recruitedparticipantsages18+whovisitahealthcareprovideratleast

onceperyear

Weranasurveytouncover:

Howpatientsseekandcometotrusthealthinformation

POVonexperienceinreceivingpharmamessaging

throughvariouschannels

?Nationallyrepresentativeacrossage,gender,andregion

?TotalN=1,517IdentifymessagingpreferencesforRxmedication

2

Thechannelsweexamined

Participantsrandomizedtooneoffivechannelsbasedonhowtheyaretypicallyexposedtopharmamessaging

Atthehealthcareprovider’s

(HCP’s)office

Onpharmacompany’swebsiteWhilewatchingTV(e.g.,streaming

orcable/satellite)

Onsocialmedia(e.g.,Instagram,

TikTok,Facebook,etc.)

Duringonlinebrowsing(e.g.,while

shopping,searchingforsomething,

readingarticles,etc.)

3

Despitethewealthofavailableresources,

HCPsremainthego-tosourceforhealthinformation

Go-tosourcespeopleusefortrustedhealthinformation:%Selected

55%

50%

29%

22%

20%

16%16%15%14%

11%10%10%9%

8%7%

5%

2%

4

Q:Wheredoyouturnforyourgo-totrustedhealthinformation?Tellusaboutthewebsites,apps,orhealthcareprosthatyouusewhenitcomestohealthinformation.

TotalN=1,517

Despitedifferencesinoveralltrustlevels,HCPsareconsistently

themosttrustedsourceforhealthinformationacrossgenerations

Toptwotrustedsourcesforhealthinfo,bygeneration:%Highlytrust/trust

HCPsWebsitesandonlinehealthportals(e.g.,WebMD)

87%

Superiortrustin

HCPsisconsistent

acrossgenerations

75%

71%

61%

59%

54%

52%

43%

AdultGenZMillennialsGenXBoomers

5

Q:Howmuchtrustdoyouputintothefollowingsourcesofhealthinfo?Pleaserateyourleveloftrustforeachofthefollowingsources.

TotalN:AdultGenZN=237;MillennialsN=420;GenXN=377;BoomersN=419

APeekBehind

ClosedDoors

ExploringthePurposeandImpactof

PharmaAdsAcrossChannelSelection

TheHCP’sofficeis

consideredvastlymore

suitablethantraditional

mediaforsharing

medicationinfo

HCP'soffice

Onpharmawebsites

Settingspatientsfindmostappropriatetoreceiveinformation

onRxmedication:Netscore

84%

40%

Duringonlinebrowsing

40%

WhilewatchingTV

27%

Onsocialmedia

26%

7

Q:Whatenvironmentsdoyoufindmostappropriatetoreceivethesetype(s)ofinformationaboutprescriptionmedication?

TotalN=1,517

Infact,messaging

fromsourcesoutside

theHCP’sofficecan

beoverwhelming

Pharmaadsseen___________isoverwhelming,

bysetting:Indexed

Onsocialmedia

IndexedtoAvg.(100)

ABOVE

117

Duringonlinebrowsing

107

WhilewatchingTV

103

AtHCP’soffice

74

8

Q:Nowwe’regoingtoaskyoutoreflectonyourpastexperiencesinreceivingprescriptionmedicationinformationfrom[setting].

Overall,whatdoyouthinkoftheadsyouseeforprescriptionmedicationin[setting]?

TotalN:HCP’sofficeN=510;OnsocialmediaN=249;WhilewatchingTVN=250;DuringonlinebrowsingN=255

Recommendation

Lessismorewhenitcomestomessagingonlineand

onsocialmedia

ReasonswhypatientsfeeloverwhelmedbyadsforRx

medication,bysetting

DuringonlinebrowsingOnsocialmedia

I’veseenthesetypesofadswaytoomanytimesinthissetting

Consider:

Ihaveconcernsaboutbeingabletoaffordthetreatment

They’revisuallytoobusy

Theyusecomplexmedicaltermsthatarechallengingtounderstand

?Addressingcoston

socialmedia

?Inallonlinespaces,

setacapon

advertisingfrequency

Ihaveconcernsaboutpersonalhealthinfobeingdiscussed

Theircontentisdistressing

TheytriggerhealthanxietiesIhave

Theyconveytoomuchinformation

IfeellikeI’mbeingforcedtomakeadecision

9

Q:Youmentionedfeelingoverwhelmedbytheadsforprescriptionmedicationyousee[insetting].

Couldyoutelluswhatspecificallywhatmakesyoufeelthisway?

Total:DuringonlinebrowsingN=112;OnsocialmediaN=110

PeopleviewtheHCP’s

officeasthemost

appropriate,relevant

environmenttoreceive

medicationinformation

Wherepatientsprefertoreceiveinformation

onRxmedication:%Selected

58%

Prefertoreceive

infoforRxmedicationattheHCP’soffice

10

Q:Inwhatsettingdoyoumostprefertoreceiveinformationonprescriptionmedication?

TotalN=1,517

Recommendation

AlignmessagingstrategiesintheHCP’sofficewithchannelspreferredbydifferentgenerations

Forexample,pairGenZsocialmediawithHCPofficemessagingandpairMillennialHCPmessagingwithPC/mobileads

MostpreferredsettingstoreceiveinfoonRxmedication,bygeneration:%Selected

HCP’sofficeOnsocialmediaDuringonlinebrowsingOnpharmacompanywebsitesWhilewatchingTVOther

47%

43%

60%

71%

Interestingly,Boomers

whoareaprime

audienceforhealthcare

brandshaveverylow

preferenceforTVads

19%

14%12%

14%16%13%

12%

10%10%10%9%10%

10%

5%

3%3%4%

3%

2%

0%

AdultGenZMillennialsGenXBoomers

11

Q:Inwhatsettingsdoyoumostprefertoreceiveinformationonprescriptionmedication?

Total:AdultGenZN=237;MillennialsN=420;GenXN=377;BoomersN=419

AmultitudeoffactorsdrivetrustofadsintheHCP’soffice,includingclear,richinfoendorsedbyexperts

Socialmediabenefitsfromcommunicatingtransparency.WhileTVbenefitsfromconveyingeducationalinformation,clarityof

messagingneedsimprovement

Reasonswhypatientstrustadsin_______

HCP’sofficeWhilewatchingTVOnsocialmedia

Theinformationtheyconveyiseducational

Theinformationtheyprovideisclear

Areendorsedbyreputablehealthcareprofessionalsorexperts

ThemessageisclearinwhatnextstepsIshouldtake

Aretransparentintheirpotentialsideeffects,risksand/oralternatives

Thecompaniesbeingadvertisedarereputable

TheirmessageisconsistentwithmessagingI’vereceivedelsewhere

Thepatientstoriessharedintheadsmakethemmorerelatable

12

Q:You’vementionedfindingtheinformationinadsyou’veseenforprescriptionmedication[attheHCP’soffice/onpharmacompany’swebsite]astrustworthy,

andwe’rekeentolearnthereasonswhyyoufeelthisway.Pleasechoosefromtheoptionsbelowthatbestsupportyourreasoning.

Total:HCP’sofficeN=290;WhilewatchingTVN=117;OnsocialmediaN=135

MessagingintheHCP’sofficeisaspersonalizedasitgets—carefullycraftedbysomeonewhocares

“[Mydoctor]isthemosthelpfulandimportantpersoninmy

life.SheinformsmeofwhatmedicationsIshouldbe

taking.”

“Thisiswheretheyknowme,mypast,mymeds,andgoals.

Thisistheidealplacetolearnnewstuff.”

61%

“TheyknowmepersonallyandItrusttheirknowledge

ofthemedicationIamtaking.”

HCPofficeprovides

informationthatismost

relevanttome

(%Selected)

“Myproviderknowsmeandwehaveahistory.

Sheknowsmymedicalproblems,listenstomeandcares

aboutme.”

13

Q:Youmentionedyoumostprefertoreceiveinformationonprescriptionmedicationatthehealthcareprovider’soffice.Whyisthat?

Q:Whichsettingbestappliestotheattributeslistedbelow?

TotalN=1,517

TheHCP’sofficeisacatalystforinspiringactionandmotivatingpeopletotakenextsteps

_________isthesettingmostlikelytoinspiremetotakenextstepstoaskaboutavailablemedications:

%Selected

HCP’sofficeOnsocialmediaDuringonlinebrowsingOnpharmacompanywebsitesWhilewatchingTVOther

TheHCP’sofficeisfar

andawaythemost

powerfultouchpoint

forBoomers

AdultGenZ34%22%16%13%12%3%

Millennials49%15%12%14%7%3%

GenX61%5%11%10%9%4%

Boomers71%2%11%8%4%4%

14

Q:Whichsettingbestappliestotheattributeslistedbelow?

Total:AdultGenZN=81;MillennialsN=204;GenXN=231;BoomersN=297

Recommendation

ElevatetrustintheHCP’soffice,shapebrandperceptionsonline,andleverageTVandsocialstocommunicatepotentialsavings

WhatchannelsworkbesttocommunicatecriticalinformationforRxmedication?

Highestscoringchannel(s)forlistedaction

Inspirepatients

intoactionFacilitatetrust

Communicate

convenience

ofaccessing

Rxmedication

Communicate

Rxoptions/

alternatives

Shaping

positivebrand

perceptions

Shapingbrand

credibility

Communicate

savingsinfo

HCP’soffice

Whileonline

browsing

Onsocial

media

WhilewatchingTV

15

Q:Overall,whatdoyouthinkoftheadsyouseein[setting]?

Q:Howtrustworthydoyoufindtheinformationconveyedintheadsforprescriptionmedicationyousee[insetting]?

Q:Youmentionedyou’vebeeninclinedtoinitiateaconversationaboutprescriptionmedicationyou’veseenadsfor[inset