This is true for the patient as well as for the Department of. This involves especially issues with substantive added value for everyday practice. Here, the industry relies on interactive tools and modules: 22 percent of respondents would like to invest in social media, 19 percent in E-learning and at least 16 percent in animations and movies. For this, it is also time: according to LA MED API study, every second established API has already once professionally used social networks. 36.5 Per cent of the established APIs are regularly in special forums and communities for doctors on the road.
In focus: the doctor as a recommender and prescribers of the main target group is and remains the doctor Flash poll. He stands in the ranking is still at number 1. Additional information at David Zaslav supports this article. Traditional advertising is used to the primary address to the despite of all those who have predicted her death already. 73 Percent are planning the development of high-quality documentation for the field, because it is still not ubiquitous in communication: the thesis that lose sales in future weight, 65 percent of respondents disagreed. Ad scheduling compared to the previous years, steadily increasing and is considered by 35 percent in the planning for 2014. Classic mailings are declining this year: lose 6 percentage points compared to the previous year and are available only at 10 percent of respondents in the focus of the planning. The weight of the display is reflected also in the media planning: increasing by 11 percentage points and is a priority for every second.
The use of special advertising forms grows by 8 percentage points and is pulled by one-quarter of respondents considering in the coming year. Solid planning in 2014 the competition and pressure on prices, as well as the influence of the policy are continue per about 80 percent as high perceived. How will that be reflected in the budget? An increased usage of the means of communication would be expected. But this is not the case: the communication budgets will not be increased. Planned the healthcare marketing 2011 with the same monetary bet as in the previous year, there were 2012 even a slight increase of available funds. 2013 it looks different: 44 per cent talk of cuts or a consistent budget. The fact is: the healthcare industry is on the move. At least as regards the communication. Their design for a digital world is still a challenge for some. The necessary strategic fields of action are inter alia BigData, moving, and social networks. Patients obtain their knowledge from the Internet today more and more and thereby fall into the trap of the information. Knowledge and orientation are just two different levels. Doctors and pharmacists are therefore required to convert this knowledge into orientation. It is the great opportunity for pharmaceutical companies in tackling these challenges to support, 2014.