A Session with Head of Healthcare from Google

Tuesday, April 6th, 2010

I had the pleasure of sitting in on a presentation by Head of Healthcare at Google, Amy Cowan last week. While attending CBI’s 9^th Annual eMarketing Forum for the Bio/Pharmaceutical Industry, Ms Cowan gave a presentation focusing on the web habits of healthcare professionals.

If one thing was very clear it was that Physicians are using the Internet more today then they ever have.  In a study that Google ran, they found that 86% of Physicians are using the internet to gather healthcare, medical and pharmaceutical information.  In fact, the Internet was the number one source for this type information – 78% are using online CME compared to 71% using peer journals and 67% utilizing pharmaceutical reps.

What I also found very interesting is where the Physicians are using the Internet.  The Google study showed that 92% of the providers are searching for information at the office with 21% of them using the internet while in the exam room.  These numbers go to show the importance of online data for doctors in their day-to-day practice.  88% of doctors were using the internet at home to find healthcare information, while 59% are using a mobile device.

Among the topics that doctors are researching, conditions came in first at 57% followed by treatment at 36% and pharmaceutical brand at 33%.

Consumers are also turning online to find relevant healthcare information.  61% of consumers studied said that they use the Internet to gather healthcare information and that 32% of those use this information to ask their doctors specific questions.

So what does this mean for us?  If doctors are turning to online sources in rapidly increasing numbers, the importance of reaching out to them online also needs to increase.  Whether it be a well targeted email campaign, eDetail or informational YouTube channel, marketers need to turn their attention to what is becoming the far and away the most popular medium for healthcare information.

The Power of the Discount

Thursday, February 11th, 2010

Just got an update about our February promotion… “New Customers Save 30%” has been a big hit in its first few days!

In speaking with several peers in the direct marketing industry who have tried similar promotions I had been told to expect a small lift in response…but a much bigger lift in conversions.  That appears to be the case.  What makes this even more exciting is we are hearing from segments of the healthcare market where we had been underpenetrated but are committed to pursuing in 2010.

Bottom line is: email promotion work for our clients…and they work for us, too!  Most inquiries are for  “physician mailing lists”, “dentist mailing lists“and “NP PA mailing lists”; however, once we follow-up there is genuine interest in “email solutions”, too.

Already lining up our March/April promotion – stay tuned!