April 4, 2014 9:32 am
POST SUMMARY: Nielsen’s DTC media spending by channel is not really accurate because it fails to take into account bundled media as well as spending online like integrated content on… more>>
According to Mark Bittman, an Opinion columnist and the Times magazine’s food columnist, a study published in the Feb. 27 issue of the journal PLoS One links increased consumption of sugar with increased rates of diabetes by examining the data on sugar availability and the rate of diabetes in 175 countries over the past decade. And after accounting for many other factors, the researchers found that increased sugar in a population’s food supply was linked to higher diabetes rates independent of rates of obesity. In other words, according to this study, obesity doesn’t cause diabetes: sugar does.
The FDA issued a warning letter to a supplement company because they liked a Facebook page that has off-label claims. Is this a warning shot fired at social media by the FDA ? Hard to say the social media marketing guidance has long been overdue from the FDA and even if they did issue social media marketing guidelines there is a very good chance they would be outdated the day they were issued. This is another reason for pharma to avoid social media instead of going where patients are having conversations.
I don’t need any charts to tell me that DTC marketing is becoming less effective, all I have to do is watch the national news to see the decline in TV ads for prescription drugs. I spend a lot of time networking with industry people and again and again I hear the question “why is this happening?”. One only needs to look at the challenges facing big pharma to understand but I would also argue that another reason is the lack of talent within DTC marketing. Marketers just don’t know how effectively manage smaller budgets to product great results.
If you haven’t read the Time Magazine article called “Bitter Pill” why our healthcare system is killing us I highly recommend you read it. It’s a long article and there are some inaccuracies but it will leave you wondering if “for profit” healthcare can ever work in this country.
At first the stat looks impressive; pharma is among the leaders in percentage increases in digital spending but when you look at how much they are spending on interactive they are near the bottom of the list. While most CPG marketers have been experimenting with social media and spending more money on digital most pharma companies are still stuck in the dark ages and spend marketing dollars on marketing that is ignored by consumers.
In a recent study, 77 percent of physicians believed patients understood their diagnosis, but only 57 percent of patients could correctly state their diagnosis. Limited or poor communication channels between patients and providers also can inhibit full plan adherence and prevent timely identification of preventable complications.
From the Boston Globe comes this story; Testosterone commercials promise renewed energy and libido but whether men should get tested and treated for “low-T” – as drug company ads call it — remains controversial because of unknown risks of long-term testosterone therapy and hints that it could cause life-threatening health problems in older men who tend to have the lowest levels.
From Strategy & Business: In the years ahead, healthcare will evolve into a B2C industry, in which consumers will take a much more active role in their healthcare decisions and expenditures. And, as a result, every healthcare company and organization will need to become more consumer-centric. The deck is being reshuffled, and there will be new winners and new losers, depending on how companies play their hand.
According to USA Today: Prescription drug prices are taking off again as other health care costs are flat or falling. After dropping during the recession, drug prices have reignited in the past four years, returning to growth rates of a decade ago. In 2012, prescription drug prices rose 3.6%, twice the 1.7% inflation rate, Bureau of Economic Analysis data show.
Care for patients with Alzheimer’s and other forms of dementia will increase 500% by 2050, reaching $1.1 trillion, according to the Alzheimer’s Association. This is in 2012 dollars. About 70% of costs for Alzheimer’s care are billed to Medicare and Medicaid. But who can calculate the emotional toll on caregivers and the toll on quality of life.
Google is the most common way current and prospective patients find more information about your practice. Do you know what’s in the first page of your search results? Research shows that less than 10 percent of searchers look beyond the first page, so it’s important to focus on your first-page presence.