MAGNAMediaTrials：医药信息的有效性_17页_853kb

Pharma Messaging: Cross-Channel Analysis Summary

• Methodology: A survey of 1,517 participants aged 18+ who visit a healthcare provider at least once annually. Nationally representative across age, gender, and region.

• Key Findings:

  1. Go-To Health Information Sources: Healthcare professionals (HCPs) remain the most trusted source for health information across generations (adult Gen Z to Boomers).
  2. Preferred Settings for Rx Information: HCP's office is considered the most appropriate and relevant environment for receiving medication information (e.g., most trusted, least overwhelming, most personal).
  3. Trust Factors: HCP offices are trusted due to clear, expert-endorsed information, and transparency on side effects. TV ads lack clarity, and online/social media can be overwhelming due to information overload.
  4. Generational Preferences: Different generations prefer different channels (e.g., Gen Z favors social media, Boomers have low TV ad preference).
  5. Recommendations: Prioritize HCP channels; control advertising frequency in all online spaces; personalize messaging to inspir action; consider cost and transparency in social media ads.

Key Recommendations

• Leverage HCP channels to build trust.
• Use HCP's office as the primary channel for critical Rx messaging.
• Tailor online strategies based on generational preferences.
• Emphasize transparency and simplicity in all communication channels.