Wednesday, July 20, 2005

Cyberchondriacs Unite!

Bristol-Meyers-Squib (BMS) announced a couple weeks ago that it is moving away from direct-to-consumer (DTC) marketing, such as television and magazine ads, and will be investing its marketing money in direct-to-patient marketing. They hope that by focusing their money on grabbing the attention of people who are already being treated by doctors, as opposed to DTC's scatter-shot appeal to the entire population, they’ll make more sales.

It’s a smart strategy. Any Marketing 101 course will teach you to focus your resources on the people most likely to buy your product, and to avoid campaigns targeted to the “general public.”


Do you wonder how they plan to pull off direct-to-patient marketing? Through doctors? Nope. Through pharmacists? Uh-uh. Through posties and the mail? Wrong again. The patients will be reached via the Internet.

According to David Stern, VP-Marketing at Serono, Rockland, Mass. (As reported at EyeForPharma.com)


"It's a tumultuous time. The return on investment for traditional advertising is really waning . . . the Web is where we can get a return on our investment."

Stern said DTC spending had skyrocketed, but patient demand at the doctor's office was relatively flat. He suggested one alternative was to custom-build Web sites for individual doctors who could then recommend their patients seek more health information from the site. The pharma marketer would then end up knowing more about the patients' interests than the doctor would, Stern said -- invaluable for sales reps on their next visit with that doctor.
Sweet mother of darkness.

And of course, those sales reps will have nothing but my best interest at heart when they're telling my doctor about their latest miracle cures.

No doubt BMS’s decision to switch advertising media was based on some solid research that lead them to believe they would get a better ROI from websurfers than from channel surfers. Studies, perhaps, such as the one recently done by polling house Harris Interactive.

Now, the target audience for the poll that Harris Interactive did is pharmaceutical company decision-makers, not the public. It's not you or me. I raise this point to draw attention to the language that BMS is using regarding their new strategy as compared to the language the polling company is using for what would be the same target audience.

While BMS is talking about marketing their products “direct-to-patients via websites,” Harris Interactive calls the people who look for health information online “cyberchondriacs.”

I think that much can be gleaned from this choice of a moniker for pharma’s target audience. Of course, a hypochondriac is a person who has imaginary symptoms or ailments. A cyberchondriac, more than just being a person who looks for health info online, implies that this person is someone who goes online to find the disease that matches his or her symptoms. I’m very happy to be challenged on my leap of logic, but that’s how I read the word.

And, if a cyberchondriac really is someone looking to match their symptoms with an identifiable cause (disease, condition, you name it), then are they really “patients” or, are they “want-to-be-patients,” or perhaps, “primed-to-be-patients?”

Given that the word was used in a report directed to pharma industry folks, I suspect in the full report (which I cannot access) the word is well-defined and defined in such a way as to indicate that cyberchondriacs are ready and willing to be moved to action, which is what BMS clearly said it wants its advertising to result in: "patient demand at the doctor's office."

So, what did Harris Interactive find out in their research?
  • In 2004, 117 million American cyberchondriacs went online to look for health or medical information.
  • That cyberchondriacs look for health info online an average of 7 times per month.
  • That 90% of the adults surveyed say the information they find online is either “very reliable” (37%) or “somewhat reliable” (53%).
  • And that 57% of people who have sought health information online say they have discussed the information with their doctors at least once.
And that, dear readers, would have been exactly the kind of info BMS needed to know before deciding to pull their money from TV and mag ads: that if 117 cyberchondriacs are looking for health info online, and that 90% of those folks believe the info they read is reliable and then 57% (or somewhere in the area of 60 million people) turn their web surfing into a conversation with a doctor, who is inclined to write a prescription…well, that’s money well-invested.

Just think about this. Pharma builds the patient-oriented websites that have your trusted doctor’s face and name on it. The website surveys you and collects all kinds of data that you feel comfortable telling your trusted doctor. The website gives you information about the symptoms that match diseases you have indicated you are either predisposed to or concerned about in your survey. The solution that is presented is the name of a drug and the ubiquitous, “See your doctor if you have further questions.” The doctor, of course, is complicit, having his website paid for by the pharma company, so he is primed to write the prescription to you, his patient, the cyberchondriac.

Maybe I’m a conspiracy theorist…but industries don’t manage to earn billions of dollars a year unless they are very strategic. And this approach to grabbing market share is pure brilliance.

40 Comments:

Blogger Salem Watchen said...

Simply insidious.

Instead of making potential treatments generally known, they're focussing their efforts on the 'weak,' those who are for all practical purposes hypochondriacs or the ill desperate for a cure.

If drug dealers could get off the streets and into a computer lab, this is the kind of stuff they'd do.

The Neurontin scandal should've sent red flags up all over the country, with pharmaceutical reps all over the country literally saying "Neurontin for pain, neurontin for sleep disorders, neurontin for depression, neurontin for anxiety, neurontin for everything." Strangely, very few of us heard about it when the Neurontin hit the fan. Of course the physicians hid behind the "well they told me x" defense much like those of the Third Reich, and they were all the richer for it.

As an aside, if a hypochondriac actually does get sick, what kind of Hallmark card is appropriate? Get well soon or congratulations?

July 20, 2005  
Blogger Donna said...

Salem said: "As an aside, if a hypochondriac actually does get sick, what kind of Hallmark card is appropriate? Get well soon or congratulations?"

The above, clever way if thinking is why http://salemwatchen.blogspot.com/ is my fave blog these days!

Thanks for th laugh - and for the rest of the comment, too!

July 21, 2005  
Blogger Salem Watchen said...

You're the one deserving of thanks - without the bricks and mortar, the mason would be a listless loiterer.

Keep the good stuff coming!

July 21, 2005  
Blogger Salem Watchen said...

Swinging back through - found another help-the-worlder for you: http://endsuffering.blogspot.com/

The slant's a bit different than yours, but it may be something you can use with your networking.

July 22, 2005  
Blogger zuyox said...

I guess blogs and virtual communities might be excellent vehicles to get informed about health issues and also to get more objective advise from both, the experts of the health industry and the consumers, the patients.

July 26, 2005  
Blogger wahdamuslimah said...

um...i didnt get what was wrong with that? so these companies need to find a way to market their products and if this is what works then why not? its the doctors reliability and patient's trust twards those specific drs thats gonna be severed later on if it turns bad...and thats what they deserve for endorsing stuff they not sure about, isnt it?
but then again how else are new products sposed to get into the market?

August 02, 2005  
Blogger Greg Mills said...

A good way for a doctor to ruin a patient's trust is accidentially killing them.

Marketing is fine, but when the marketing is seeking to override the de facto safeguards of peer reveiwed journals and an independent medical establishment, the marketing starts to look a lot like rackeetiing.

August 02, 2005  
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November 09, 2005  
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November 11, 2005  
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Hey this blog is not about blood cord dependent diabetics insulin technique. Silly internet bringing me here :-) Funny I have been doing hours of research on blood cord dependent diabetics insulin technique and it brought me to your blog on Cyberchondriacs Unite!. The web plays funny games sometimes. Anyways, I was reading your blog Sh tering Rose-Colored Glasses and I think it is really cool. Keep up the great work.
If you do not mind I will snag your blog and put it in my favorites. I read a ton of stuff on here that interested me. Keep blogging away :-)

November 12, 2005  
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November 13, 2005  
Blogger cmeltifa said...

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November 16, 2005  
Blogger cmeltifa said...

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November 17, 2005  
Blogger Rebek said...

Sad to say I just got back from a bowling tournament and decided to log in and do some websurfing. Sh tering Rose-Colored Glasses I love your blog. I had some very good laughs. I am doing a paper on umbilical cord blood preservation and have been downloading information for the last hour. I don’t know how I came across Cyberchondriacs Unite! but I am glad I did. It has set me back a little because I have spent the last hour reading your archives. If you don’t mind I would like to add you to my favorites so I can back again and read some more. Well I need to get back to umbilical cord blood preservation. I am almost finished with it. Great job.
p.s some very good points on your blog

November 17, 2005  
Blogger Rebek said...

Hi Sh tering Rose-Colored Glasses your blog is really great! Wow :-) As I was out blog surfing and surfing the web for detailed info on umbilical cord blood preservation I stumbled across your blog. Obviously my search landed me here and it is a little off subject compared to Cyberchondriacs Unite!, but I am certainly glad I did come across your blog. Did I already tell you I like it! If you would not mind, I would like to add your link to my "favorites" page to come back and read again sometime. Should you ever need it, there's lots of information on this site about umbilical cord blood preservation. Again, great blog and keep up the great work!

November 17, 2005  
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November 18, 2005  
Blogger Derek said...

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P.S I will add you to my favorites so I can come back and visit later
P.S.S If you want to bookmark my site I am at umbilical cord blood gas. You never know you may find some good deals!

November 18, 2005  
Blogger hplauze said...

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November 19, 2005  
Blogger hplauze said...

What up Sh tering Rose-Colored Glasses! I just finished up a ten hour work day and decided to kick back and do some surfing. So I grabbed myself a drink and stumbled across your blog while doing some research on alberta bank blood cord for a upcoming project I am doing. Well even though Cyberchondriacs Unite! isn’t what I was looking for I really enjoyed reading your blog. Your doing a great job and please keep up the good work. Lots of people do not keep their blogs up to date :0) There are some very interesting view points stated here. Anyways I am going to grab the bull by the horns and continue to plug away at alberta bank blood cord . I have already bookmarked your blog. You many want to visit me at alberta bank blood cord . You never know you might see something you like! Again great job

November 19, 2005  
Blogger cmeltifa said...

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November 20, 2005  
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November 22, 2005  
Blogger hplauze said...

What up Sh tering Rose-Colored Glasses! I just finished up a ten hour work day and decided to kick back and do some surfing. So I grabbed myself a drink and stumbled across your blog while doing some research on cord blood storing for a upcoming project I am doing. Well even though Cyberchondriacs Unite! isn’t what I was looking for I really enjoyed reading your blog. Your doing a great job and please keep up the good work. Lots of people do not keep their blogs up to date :0) There are some very interesting view points stated here. Anyways I am going to grab the bull by the horns and continue to plug away at cord blood storing . I have already bookmarked your blog. You many want to visit me at cord blood storing . You never know you might see something you like! Again great job

December 02, 2005  
Blogger Rachel said...

I love your blog Sh tering Rose-Colored Glasses. How long has it been on-line? Reason I ask is I am doing a ton of work in the area of cord blood stem cell banks and will probably end up starting a blog of my own. Funny how the internet brought me here when I was doing searches on cord blood stem cell banks. Oh well, I am glad it did. Keep up the great blogging and I am sure I will visit Cyberchondriacs Unite! again!!

December 06, 2005  
Blogger hplauze said...

Hi Sh tering Rose-Colored Glasses your blog is really great! Wow :-) As I was out blog surfing and surfing the web for detailed info on saving umbilical cord blood I stumbled across your blog. Obviously my search landed me here and it is a little off subject compared to Cyberchondriacs Unite!, but I am certainly glad I did come across your blog. Did I already tell you I like it! If you would not mind, I would like to add your link to my "favorites" page to come back and read again sometime. Should you ever need it, there's lots of information on this site about saving umbilical cord blood . Again, great blog and keep up the great work!

December 06, 2005  
Blogger Derek said...

Hey this blog is not about saving umbilical cord blood . Silly internet bringing me here :-) Funny I have been doing hours of research on saving umbilical cord blood and it brought me to your blog on Cyberchondriacs Unite!. The web plays funny games sometimes. Anyways, I was reading your blog Sh tering Rose-Colored Glasses and I think it is really cool. Keep up the great work.
If you do not mind I will snag your blog and put it in my favorites. I read a ton of stuff on here that interested me. Keep blogging away :-)

December 07, 2005  
Blogger Rebek said...

What up Sh tering Rose-Colored Glasses! I just finished up a ten hour work day and decided to kick back and do some surfing. So I grabbed myself a drink and stumbled across your blog while doing some research on umbilical cord blood preservation for a upcoming project I am doing. Well even though Cyberchondriacs Unite! isn’t what I was looking for I really enjoyed reading your blog. Your doing a great job and please keep up the good work. Lots of people do not keep their blogs up to date :0) There are some very interesting view points stated here. Anyways I am going to grab the bull by the horns and continue to plug away at umbilical cord blood preservation . I have already bookmarked your blog. You many want to visit me at umbilical cord blood preservation . You never know you might see something you like! Again great job

December 08, 2005  
Blogger Derek said...

I love your blog Sh tering Rose-Colored Glasses. How long has it been on-line? Reason I ask is I am doing a ton of work in the area of saving umbilical cord blood and will probably end up starting a blog of my own. Funny how the internet brought me here when I was doing searches on saving umbilical cord blood . Oh well, I am glad it did. Keep up the great blogging and I am sure I will visit Cyberchondriacs Unite! again!!

December 11, 2005  
Blogger cmeltifa said...

Hey Sh tering Rose-Colored Glasses. Very nice blog :0) I just got inside from washing and waxing my truck. It is my baby. Took me 2 hours though. So I settled down into my basement and started doing some web surfing. Anyways I am in the process of grabbing my masters degree and have spent the last 6 months researching cord blood registry cbrs. In the midst of my surfing I landed smack dab in the middle of your blog. I hope you do not think I am intruding but I must say it is great blog. Even though Cyberchondriacs Unite! is way off base from cord blood registry cbrs I found myself cruising through your blog archives for the last half hour :0) You have some nice blogging friends. Anyways, I need to get back to my mission. I wrote don’t your url and feel free to visit me here at cord blood registry cbrs. I am so busy so I can only update my site monthly. Keep up the great work

December 13, 2005  
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