This is of value to whom ? Patients and consumers...

2011-06-20T09:56:32.347-05:00

This is of value to whom ? Patients and consumers who don't trust pharma ? Where is the credible health information from 3rd parties like Harvard Medical School or Mayo Clinic ?

The idea of a pharma company health portal is not a bad idea but if you’re going to do it why not do it right. Lilly should have started the development of a health website with some research and asked patients/consumers what they wanted to learn about and what resources would have been great for them in THEIR opinion. Lilly should also have spent some money to purchase health content from credible websites like Mayo Clinic, Harvard Medical School and John Hopkins. I also would have taken it one step further and developed an online offline CRM program consisting of a health magazine.
Instead what we have is shallow disease state information probably taken from other Lilly product websites and health website that is a veiled attempt to market Lilly drugs. This is what happens when you have a great idea but don’t have the money or expertise to do it the right way. This health “portal” will not generate a lot of traffic for Lilly and will only be talked about in the closed circle of pharma marketers and agency people who will say “at least they did something”. I’m sorry I have to disagree on this project because what they are going to take away from this project is that doing a health portal for consumers had no ROI and that is going to lead to future cutbacks in digital marketing.

Excellent additional examples - thank you!

2011-06-16T07:54:03.752-05:00

Excellent additional examples - thank you!

This sort of branded health and wellness service c...

2011-06-16T07:52:07.310-05:00

This sort of branded health and wellness service certainly seems to be on the rise at the moment.

GlaxoSmithKline launched US health coaching website HealthCoach4Me.com in January and then in Europe, my main focus, I've also covered two different Pfizer initiatives on my Digital Pharma blog.

In the Netherlands the company has a consumer healthcare portal (ilivi.nl) that also offers an online pharmacy service, and in the UK it's currently running an online male health clinic (manmot.co.uk).

@Dominic_Tyer

Comments on ePharma Rx: A new concept in pharma marketing?

This is of value to whom ? Patients and consumers...

Excellent additional examples - thank you!

This sort of branded health and wellness service c...