医药信息的有效性（英）-17正式版-WN8.ppt

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2024-10-14 发布于山西
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医药信息的有效性（英）-17正式版-WN8.ppt

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PharmaMessagingEffectiveness:Cross-ChannelAnalysis

MethodologySampleOnlineInterviewsRecruitedparticipantsages18+whovisitahealthcareprovideratleastonceperyearWeranasurveytouncover:HowpatientsseekandcometotrusthealthinformationPOVonexperienceinreceivingpharmamessagingthroughvariouschannels??Nationallyrepresentativeacrossage,gender,andregionTotalN=1,517IdentifymessagingpreferencesforRxmedication2

ThechannelsweexaminedParticipantsrandomizedtooneoffivechannelsbasedonhowtheyaretypicallyexposedtopharmamessagingAtthehealthcareprovider’s(HCP’s)officeOnpharmacompany’swebsiteWhilewatchingTV(e.g.,streamingorcable/satellite)Onsocialmedia(e.g.,Instagram,TikTok,Facebook,etc.)Duringonlinebrowsing(e.g.,whileshopping,searchingforsomething,readingarticles,etc.)3

Despitethewealthofavailableresources,HCPsremainthego-tosourceforhealthinformationGo-tosourcespeopleusefortrustedhealthinformation:%Selected55%50%29%22%20%16%16%15%14%11%10%10%9%8%7%5%2%4Q:Wheredoyouturnforyourgo-totrustedhealthinformation?Tellusaboutthewebsites,apps,orhealthcareprosthatyouusewhenitcomestohealthinformation.TotalN=1,517

Despitedifferencesinoveralltrustlevels,HCPsareconsistentlythemosttrustedsourceforhealthinformationacrossgenerationsSuperiortrustinToptwotrustedsourcesforhealthinfo,bygeneration:%Highlytrust/trustHCPsisconsistentacrossgenerationsHCPsWebsitesandonlinehealthportals(e.g.,WebMD)87%75%71%61%59%54%52%43%AdultGenZMillennialsGenXBoomers5Q:Howmuchtrustdoyouputintothefollowingsourcesofhealthinfo?Pleaserateyourleveloftrustforeachofthefollowingsources.TotalN:AdultGenZN=237;MillennialsN=420;GenXN=377;BoomersN=419

APeekBehindClosedDoorsExploringthePurposeandImpactofPharmaAdsAcrossChannelSelection

TheHCP’sofficeisconsideredvastlymoresuitablethantraditionalmediafo