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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Let’s be honest about a couple of things; first, Forrester is a paid research company whose analysts may not have had actual industry experience. Second, you should never follow the advice of any paid research analyst without first exploring what he, she is saying, and more importantly, how what they are saying applies to your industry & product category.
According to McKinsey&Company “unlike successful B2C companies in other industries— which offer mobile solutions, provide personalized product recommendations, and empower customer-service agents with a 360-degree view of the customer—most healthcare providers and payors are lagging, as are pharmaceutical companies and medical-device manufacturers.” How much monger does pharma need...