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Consumers not only rely on digital technology for their health information, they increasingly want the information delivered directly to them, according to Medical Monitor™, a research tool created by Star Life Sciences, a division of marketing communications agency Star Group. It’s just one of the insights on healthcare communications trends gained in the survey of consumers and physicians, conducted in partnership with healthcare marketing research specialists Plesser & Clifford. Star Life Sciences issued the findings to inform its work with existing clients, who include pharmaceutical, biotech, and generic pharmaceutical companies; health systems; payers; and health and wellness companies, as well as in new business development.
“Recognizing that consumers will be playing an increasingly larger role in their own healthcare decisions, with technology at their side, one of Star Life Sciences’ key objectives is to empower them to make smart choices, plan their health and wellness, and track their outcomes,” said Tim R. Garde, managing partner, Star Group and Star Life Sciences. “That means going beyond traditional marketing communications and advertising approaches with value-added offerings to consumers that will give our clients’ brands a significant advantage in the ever-changing healthcare ecosystem. Medical Monitor™ will enable us to do that.” This strategic approach also paves the way to increased partnerships with healthcare systems, payers, advocacy organizations, and other new and emerging healthcare entities outside the traditional purview of pharmaceutical and medical device companies, according to Garde.
An integral objective of the Star Life Sciences Medical Monitor™ (StarLifeBrands.com) was building a knowledge base of where consumers receive information regarding their healthcare and what motivates them to be compliant with their medication regimen. Consumers of varying ages who regularly took medication for such common chronic conditions as hypertension, asthma or arthritis were asked about their views on such elements as obstacles to compliance, what role digital technology and social media play in their healthcare information gathering, and effectiveness of direct-to-consumer advertising.
Star Life Sciences also aimed to enhance its learning of where physicians are turning to stay informed, as well as where they direct consumers to help them become better educated and more discriminating about their health. The majority of physicians surveyed were primary care/family medicine practitioners, while the remainder specialized in such areas as allergy, asthma, cardiology and urology, to name a few.
Conducted in early 2013, both studies totaled 200 participants, split evenly between consumers and physicians. Results will be compared whenever possible to an earlier version of Star Life Sciences’ Medical Monitor™ performed in 2007.
Key insights from Star Life Sciences Medical Monitor™:
From its assessment of Medical Monitor™ findings, Star Life Sciences plans to produce white papers and a series of articles on the company’s blog, plus share noteworthy results via Twitter and other social media channels. For more information about the Star Life Sciences Medical Monitor™, contact Tim R. Garde at 215-875-4313, email@example.com, visit us at StarLifeBrands.com, or follow us on Twitter @StarLifeBrands.
About Star Life Sciences:
Founded in 2007, Star Life Sciences is the life sciences division of Star Group Communications, offering a wide range of integrated healthcare communications services to help clients successfully creates business in changing and competitive markets. The company’s core strength resides in providing customized strategic and tactical solutions designed to transition clients to market leadership positions. The Star Life Sciences team leverages the extensive resources of its parent company for broadcast production, media, and other services. Star Life Sciences’ client list, covering every aspect of life sciences, includes pharmaceutical and biotech companies, medical device manufacturers, health systems and treatment centers, universities and research centers, payers, home healthcare, retail pharmacies, patient advocacy groups, and non-profit organizations.
About Star Group:
Building brands for over a quarter century, Star Group Communications, headquartered in the Philadelphia area, is also the largest privately held marketing communications company in the region for three years running, as noted by PBJ Book of Lists. Star has redefined and elevated the traditional integrated communications model to a whole new level. Synegration™ restructures and accelerates the traditional agency model creating a more positive ROI on marketing dollars invested allowing Star Group teams to “move at the speed of retail.”
The nation’s largest WBE (women-owned business enterprise) in marketing communications, Star employs nearly 250 people nationally in six offices with headquarters in Philadelphia’s Center City, Voorhees, N.J., New York (Time Square), Wilmington, Del., Las Vegas, Nev. and Kansas City, Mo. Star’s most recent ranking places the company in the top 100 agencies in America.
Star’s client portfolio is diversified across several verticals: consumer products, gaming and hospitality, life sciences, B2B, food and beverage, luxury goods, financial services, entertainment and arts, and non-profit.
About Plesser & Clifford:
Plesser & Clifford, Inc. (PCI), a 30-year-old market research and marketing strategy firm, has engaged in a broad variety of research studies for hundreds of clients nationally, focusing in the Consumer Goods, Foodservice, Health Care and Financial Services Categories. Clients have included companies such as Coca-Cola, Marriott, WalMart, GMAC, SEI Investments, Hershey Chocolate Company, Campbell Soup, Teva Pharmaceuticals, Bristol Myers Squibb and Pfizer. The primary research services PCI performs are for advertising development, product development, brand positioning, brand equity and image studies.