Friday, November 6, 2015

ePharma News: STUDY:Pharma companies might be targeting the wrong audience with ads

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Health wearables: A woman is adjusting her Fitbit
FitBit is continuing its success in the market of health wearable devices. The company just reportedly tripled its revenue in the third quarter of this year resulting in $409.3 million. Also, as was revealed by MobileHealthNews, due to Fitbit' steady growth in the third quarter, the company added over 180 employees totaling 905. The Fitbit is planning to expand even more, and one of the brand's current efforts is FitStar Personal Trainer app, that Fitbit acquired earlier this year. FitStar mobile health app tracks in detail user's daily activity and customizes a workout routine for each user. When synced with FitStar, Fitbit tracks the overall progress more closely. The mobile app is currently available on Android devices only. The other Fitbit efforts include partnerships with Strava and Genuine Thermos®.

A doctor is looking at an electronic medical record on the computer
FoxNews just reported the results of the US medical study that suggested that many participants are OK with linking their social media accounts with their medical records and share access to it with the researchers. The study that is leaded by Raina Merchant, MD, Penn Medicine emergency medicine aims at building a digital health database that can potentially create parallels between certain symptoms and mood and help understand the nature of many health conditions as well as to predict the spread of diseases and come up with alternative treatments.

Another recent "2015 New Realities" study on pharmaceutical advertising conducted by ID Media made a suggestion that pharmaceutical companies choose a wrong target for their advertising efforts. The numbers pulled from the sample of population surveyed argue, that men are more interested in their health than it was originally thought, and therefore they are more likely to pay closer attention to the marketing of prescription drugs.

For example, the numbers pulled through the research reported that 68% of male participants of the study strongly agreed that that it was in their hands to learn about the prescription drugs they were suggested by their PC physician. In contrast, only 60% of female participants strongly agreed on the importance of self-education around prescription drugs available in the market.

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About the author: Ksenia Newton, a Digital Marketing Assistant at IIR USA, Pharma Division, who works on various aspects of the industry including social media, marketing analysis and media. She can be reached at knewton@iirusa.com or on Twitter at @Ksenia_Newton.
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