Although there’s a lot of buzz about wearables and a lot of talk about tablets, the best digital channel to reach patients and consumers is still the smartphone, according to Manhattan Research’s Monique Levy. At the ePharma Summit in New York City, Levy shared some data with an assembled crowd of pharma marketers about how patients use mobile.
“Everyone wants to know what’s happening with wearables,” she said. “I wouldn’t worry about it. Unless you’re working in the innovation team and you’re thinking five years ahead, I wouldn’t stay up all night worrying about wearables. You need to worry about smartphones and what you’re doing to be mobile optimized.”
Levy said that Manhattan is so confident patients are digital that they’ve dropped the phone part of their surveys in favor of online-only.
“We’ve shown again and again that patients are not only digitally engaged for health, but they are so throughout the patient journey and mobile is really driving that,” she said. “We used to have the sense that people would go online when they had symptoms, and then go to the doctor and then through the traditional medical funnel. With mobile they’re online at multiple decision points in the journey.”
Levy said that 86 percent of the general population is online for health. Half are mobile health users of some kind, two thirds use social media to seek health information, and one third communicate digitally with doctors. Three quarters interact with online pharma resources. Keep reading>>