Physicians: Too many people self diagnosing
The most recent research that we conducted for a client finished over the weekend and we got an earful from physicians and use of the Internet for patients to self diagnose.
By on Jul 7, 2009The most recent research that we conducted for a client finished over the weekend and we got an earful from physicians and use of the Internet for patients to self diagnose. Im seeing more and more patients come in saying I believe I have this and want this to treat it said one doctor while another said there is way too much bad information out there, how the hell are my patients supposed to know what is credible and what is now? When asked about drug company product sites physicians said they were pretty neutral except when the site is overly promotional.
The research was conducted with primary care physician in 4 cities over the long weekend and its objectives were to determine how physicians feel about the impact of the Internet on their patients health. While most felt that there was a lot of great information on the Web they also said that there was a lot of bad advice on the Internet. I just dont have the time to explain to a patient why he is wrong about something he read said one doctor while another said that one patient had come in with over 50 pages of material she printed on the Web and wanted to go over highlighted passages with the doctor.
Doctors were annoyed at drug company sites that offer patients a survey to determine if they need the medication. My patients think that answering a few questions is the final word and they then want the medication even though more tests are often needed. When reminded that most of these surveys have a disclaimer that suggests that patients print them out to discuss with patients the physicians said that patients just want a diagnosis and and Rx and want to leave. They often do not come back for recommended follow up visits as well.
Implications/Opportunitites for Marketers
1. Clearly state that the information on product websites is for information/education and that no website can diagnose a patient. It has to be done based on recommendations from the physician including the possibility of more tests.
2. If 10 people take a health survey on your product website and more than 50% get a recommendation to talk to their doctor about the medication than your survey is probably too general and needs to redone.
3. Drug companies should provide, on websites and consumers brochures, recommendations for sources of credible health information such as AMA, ADA, Mayo Clinic, Harvard Health.
4. Health sites need to do more to communicate the credibility of their content.
5. Drug company and general health websites should have information reminding patients of the importance of follow up visits with their doctor.
6. Drug companies should also have more content written by physicians for patients that are non-prmotional in nature.