While pharma knows patients have migrated online, the industry’s understanding of where those patients spend their time and how they leverage the e-health platform remains murky. What percentage of all Internet users are e-patients? Are those e-patients more likely to use Facebook or Wikipedia, apps or websites like askthedoctor.com, mobile or laptops?
This understanding is critical if pharma companies want to manage social media and the online space. At eyeforpharma’s Pharma Forecasting Excellence conference in Berlin, Milos Graonic, a senior vice president at Nielsen, discussed the emergence of what he calls “activist patients” and crunched the numbers on their burgeoning e-health movement.
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