Online advertisers are starting to wonder what exactly they are paying for? In theory, digital marketing is “vastly more efficient” than conventional advertising, because online ads on social media or websites can be tightly targeted at specific audiences. But while more ad dollars will be spent online than on TV for the first time this year, some advertisers “smell a rat.” About 70 percent of marketing executives say they’re dissatisfied with the state of digital marketing , according to the Interactive Advertising Bureau. Continue reading
Only nine percent of U.S. consumers believe pharma and biotech companies put patients over profits, while only 16 percent believe health insurance companies do, according to a Harris Poll while the new affordable care act is nothing short of a train wreck. Can consumers ever expect healthcare organizations to do the right thing? Continue reading
KEY TAKEAWAY: When companies have a vested interest in “digital health” they are going to release “select” data to try and get more business, but pharma marketers have to ask “why?” and look for real insights to leverage digital health.
KEY TAKEAWAY: DTC ads should light the fuse for information seeking by your target audience. That information, more and more, is going online for more information and finding out about side effects, cost and what others are saying about your drug. If you fail to keep the fuse lit you risk a dud instead of a DTC explosion. Continue reading
KEY TAKEAWAY: With the drain of DTC talent more DTC marketers are relying on agencies to recommend and lead DTC marketing initiatives, but are they leading them towards what’s nest for their agencies or what’s best for the brand? Continue reading
KEY TAKEAWAY: WebMD needs pharma and medical device companies, but pharma doesn’t need WebMD. Here’s how WebMD can get its mojo back. Continue reading
KEY TAKEAWAY: I was invited to attend a focus group panel on health care in Weston, Florida and was not prepared for the anger and frustration I heard from the range of people of all ages, demographics and backgrounds. It’s clear our health care system is very broken and that “empowered patients” is more of a buzzword than reality. Continue reading