What do you expect your TV ads to do?

UnknownKEY TAKEAWAY: According to a 2016 STAT-Harvard poll, only 7% of consumer respondents were motivated to talk to their physician about a prescription drug they saw on TV, down from 21% in 2015. The poll also indicated that 57% of U.S. adults support ending Rx drug TV advertising. So then why would DTC managers continue to invest in TV? Continue reading “What do you expect your TV ads to do?”

The downside of programmatic advertising

screenshot_86KEY TAKEAWAY:“ Programmatic” ad buying typically refers to the use of software to purchase digital advertising, as opposed to the traditional process that involves RFPs, human negotiations and manual insertion orders. It’s using machines to buy ads, basically but it can lead to mistakes for pharma. Continue reading “The downside of programmatic advertising”

Reality of mHealth start-ups

Unknown-1KEY TAKEAWAY:A central theme in today’s tech industry is that start-ups, which promise to disrupt lucrative businesses,  become valued on the basis of fantasies about their potential rather than present reality. Investors are so keen to get a piece of any sexy-sounding startup that they lap up entrepreneurs’ hype—and anyone who asks awkward questions risks being cut out of the funding round in favor of someone more trusting. Continue reading “Reality of mHealth start-ups”