Why TV will remain the first priority for DTC

KEY TAKEAWAYS:

-TV will continue to dominate DTC spend due to online ad fraud and fraud at point-of-care.

-While only 7% of viewers have asked their doctor about advertised medications TV still generates high awareness.

-TV ads are meant to drive people online, but pharma is dropping the ball with the connection between awareness and conversion.

-Blame lies with DTC marketers who want to “show that they are doing something” and agencies which are great at patting themselves on the back for DTC spots. Continue reading