How pharma brands can do online better

Kristina: Health information has been a hotspot on the web for several years now. What is the push behind the consumer interest?

Colin Barry, CEO, MEDfx: Since information has the potential to significantly improve patient outcomes and the healthcare delivery process overall, it's natural that consumers are paying attention. Add to that the higher levels of connectivity that come with mobile technology and you get a new generation of healthcare consumers who are accustomed to instant access to information.

It's in consumers' best interests to make sure their care team assesses their health and coordinates care in the context of a continuum rather than taking an episodic approach. When healthcare professionals have complete information, outcomes improve and costs go down, and that's important for both medical teams and patients.

Kristina: Are you seeing more consumers looking for health information online?

Colin: Consumers are becoming more information-oriented overall because of the technology and information assets that have become part of our daily lives. They look for full disclosure and transparency before making any purchase. They compare features and ratings.

We see this extending to the medical arena: Consumers are now demanding more comprehensive health information, including data about current and prospective medical care providers. They want to know who rates the highest and what overall outcomes look like. They're researching treatments and medications to make an informed decision.

Kristina: How can pharma/health brands do a better job of imparting the best information to consumers?

Colin: The core principle should be transparency. With so many resources at their fingertips, consumers are looking for complete, objective information. Healthcare industry players should provide it to them proactively because consumers need this information to make the right decisions.

Tags: health content, health provider information, MEDfx, online content, pharma ads, pharma content, pharma marketing