This eMarketer story combines data from two studies by CEB TowerGroup Insurance and Capgemini about how consumers use online and offline in the purchase journey. The following chart shows how digital channels are preferred during the “information gathering” phase but that offline channels, especially the phone, are preferred when buying or asking questions:
This insight can help inform the patient journey as well. The digital channel should be optimized for the inevitable offline actions such as the HCP visit or the first prescription fill. What is not in the chart, of course, is the “ambient awareness” that is possible using ongoing campaigns. These can ensure the brand is top of mind if the patient starts another cycle of information gathering.
Other stories from eMarketer:
- Twitter surpasses Facebook for Teen engagement
- Programmatic ad spending is set to soar
- Location data boosts mobile performance