Matter surveyed 1,000 Americans about their personal technology purchases. Granted, this is a different path to purchase than traditional pharma but it will hold some relevant insights, especially for medtech and digital therapeutics.
This year, social climbed to the same level as friends and family for product discovery:
Also, consumers now want to see some sort of social stand from their brands.
70 percent of survey respondents consider a company’s commitment to a variety of “socially beneficial” initiatives when making a purchase decision.
Some of the topics they look for can actually mesh well with pharma marketers’ brand stories:
- 50% Sustainable and ethical sourcing
- 43% Proceeds being donated to charity
- 42% Valuing diversity and inclusion
- 30% Taking a stand on social and/or political issues