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Dariusz Goźliński

"First, do no harm!"- This should be, the first rule for the communication activities in the field of pharmaceutical and legal.

Who am I?
Passionate about marketing and advertising. Strongly associated with the pharmaceutical industry and related. I create and I manage advertising campaigns including the use of social media in activities dedicated to doctors and patients. Professionally, I am the founder and managing director of the agency GreyTree. From 2002 r. I am associated with a limited marketing and advertising law.Among other things, worked with companies such as: Unilever, Jelfa, Sanitas Group, Adamed Healthcare, Blue Farma, Chance, Genexo, GAL, Heel Poland, Symphar, Sun Farm, Admiral, Ipsen, HiPP, Alpen Pharma or Krewel Meuselbach.

Dariusz Goźliński
such. +48 22 628 53 61
e-mail: d.gozlinski(at)greytree.co

Dr Internet, or is it Dr. Smith?

11 August 2012
Dr Internet, or is it Dr. Smith?

More and more people are using the Internet for information about medicines, methods for colds, flu, etc.. Moreover,, Internet users are looking for a comprehensive advice on weight loss, healthy eating, as well as any information on the proper care of children (cosmetics, Vitamin, medication, vaccination etc.).
These are just examples and the tip of the iceberg, in fact, advice and information found on the web – even Google search – become no less important than the traditional contact with a specialist.



Theme portals and online forums with tips for young mothers, Educational services, which relate to specific diseases, Ways to healthy skin, and describe methods of contraception. For this, patients more often make the decision to purchase the supplements and medications without a prescription – and without consulting your doctor or pharmacist, Television advertising and yet still the recall ;).

For example, the Google search engine is regarded by users as the online encyclopedia of health and the doctor in one. Anyone looking for specific information and advice will find practically everything, whatever he needed. Surfer will find a number of websites on health, hundreds - thousands and more for the web, where are ongoing discussions of interest to them, Company manufacturers of dietary supplements, as well as countless blogs about healthy eating and diet. Also, during the time allotted for entertaining visitor browses your favorite social networking sites and YouTube channel, where you can find ads, hundreds of fans page'y and profiles of healthy. In all this, the barrier to using the Internet has ceased to be the level of education and the availability of the network - the Internet is now ubiquitous in our professional and private life, including those associated with the way of spending free time.

Finally, more than 8 million Poles searching the Internet for information on healthy lifestyle, diseases, and methods of treatment. The recent 2011 the audit report "Internet health services", Research conducted by the Polish Internet (survey on a sample of n = 506) results, that 88% Internet users searching for this information primarily on the network and declares, it is one of their sources of knowledge on this topic. Other indications include doctors and health professionals (73%), TV (56%), family (53%), Friends and Family (46%), Books and guides (45%), newspapers (33%), specialized press (23%) and radio (18%). Of course, this is just one of the most interesting parts of the whole report.

Next year, Ipsos is to carry out the study "Polish consumer OTC" (edition 2013), which is a direct reference to the study of the same title from 2010 r. (unfortunately abandoned for the upcoming edition 2012). As in 2010 r. will be announced closer to the habits and attitudes of Poles towards OTC drugs, and quasi, attitude of our people to self-medicate, their assessment of the role of the physician and pharmacist, and how the process of selection of pharmaceutical products. Among the many issues that interest us find m.in. the answer to the question:

Where do you get / and knowledge about this, how to heal yourself?

The 2010 r. more than 70% Poles part of health ailments healed yourself, without any consultation with the doctor (representative sample of n = 856). What 9% was based on the information found on the Internet is. How will look the results of the study "Polski konsument OTC"With 2013 r.? Let's wait for the report ...

Young adult working on a digital tabletAt the end I also recommend reading another report "Patients in the network", Procontent prepared by the Communication on the basis Megapanel / PBI for the most popular 20 services and service groups, in terms of RU (Real Users) category Health and Medicine. The report was made in January 2012 r. based on research carried out in September 2011 r. on trial 12 419 Internet users, and is one of the last and most interesting items, which is worth a read. The report we learn, among others,: who frequently looking for health information on the Internet (what age groups and unions) and what information are searched most often. That's all for these web sites healthy, on the Polish market which definitely came a web-based over the past few years. Also – using free keyword suggestion tool – I recommend to check how often Google search Internet users fit (and thus seek advice, Information, reviews etc.) words and phrases associated with a particular disease, contraception, diet and weight loss, etc.. –https://adwords.google.com/select/KeywordToolExternal. For example, the word "flu"- an average of about. 95 000 query to search within a month (only in Poland!) and appropriately "contraception" - more than 240 000 results and "diet" - more than 1 800 000 Search Results. This is just the tip of the iceberg and only Dr. Google, and yet we still have several hundred Polish websites, which relate to the health. To mention only at the end of the tens of thousands of forums and discussions taking place there, as well as how trendy fan page'ach health-related tips on Facebook. But that's not counting all the ...



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