According to the Coalition for Healthcare Communication “A recent study released by the National Bureau of Economic Research (NBER) states that although consumer-directed drug promotion increases utilization and thus overall drug costs, it also helps to educate consumers, induce physician contact and promote adherence.” In other words those who believe DTC ads drive patients for drugs they don’t need may not be 100% correct about the value and impact of DTC ads.
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It’s hard to have a meeting to discuss new DTC marketing initiatives without the dreaded ROI discussion. I understand that the current business environment in biopharma is about creating customers, but the problem is that consumers today don’t want to be sold. If you really want to closer to your customers, find ways to help them make better healthcare decisions and get good credible health...
Authenticity in business beats product utility and innovation, across all 12 markets surveyed: Authentic characteristics such as communicating honestly about products and services (91%) and environmental impact and sustainability measures (87%) are more important to global consumers than product utility (61%), brand appeal (60%) and popularity (39%).