Health 2.0 is here but DTC marketers turn a deaf ear

Feb/21/2008 03:29 Filed in: Web 2.0 ?
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Although it’s still being defined, the recent phenomenon known as Health 2.0 is perhaps best described as "patient-empowered health care." In the 21st century, people with various health conditions can find valuable resources, including social networks, online to help them cope and make better informed decisions about their care. The problem is that DTC marketers aren't listening and continue to push non-credible information to consumers.



On CNN.com they have been running a series of articles called "the empowered patient". They have been telling patients to do everything from fire their doctor if he or she is not performing up to their standards to ensure that medical information on websites is credible. Oh, by the way that does not include product.com websites which continue to ignore patient needs and desires. CNN's advice is to go to established sites like the Mayo Clinic or Web MD and go to different sites to collect and process information.


Of course along with those sites consumers and patients are turning to social media like BLOGS and message boards. Pharma markers are ignoring this trend so loud that it's deafening. I spent some time this afternoon reading some message boards on everything from diabetes to cholesterol and let me tell you patients are sharing stories about prescription drugs side effects and use. "I used to take Lipitor", one BLOGGER wrote, "but after my legs started to bother me I stopped". Another wrote "I asked my doctor about my diabetes medications and he just told me to go to the Internet". "Hell if I had time to do that I wouldn't need him!".


What we are seeing is a radical shift in marketing as the power of messages continues to slip beyond marketers grasps. Yet I am sure that there are marketers who are busy testing and retesting messages just like good MBA's because that's what they learned. That's too bad as once again pharma continues to move backwards against the wave.
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