KEY TAKEAWAY: DTC marketing has to evolve and change if it’s to remain relevant to the pharma organization. Gone are the days of people seeing an ad and running to their doctor to ask for an Rx. Today it’s check and verify claims and the cost and make my life easier. Continue reading
KEY TAKEAWAY: On the surface, the drug companies won a battle against Senator Bernie Sanders as his bill to allow pharmaceutical distributors and pharmacists to import cheaper prescription drugs from Canada and other countries, but what is most alarming is that some Republicans sided with Democrats in voting against the measure. Continue reading
KEY IDEA: It’s become easier to simply purchase a rival drug maker than to pour money into R&D. However, pharma’s worst enemy is its own culture which stymies innovation and rewards sales people who put numbers ahead of patients. Continue reading
KEY TAKEAWAY: How do you plan a strategy for 2017 when there are so any changes coming to health care? Rather than having a weeks worth of meetings to discuss the business and political climate there are some things that DTC marketers can do to prepare for 2017. Here are some ideas that might help.
KEY TAKEAWAY: If pharma CEO’s are celebrating the election of Donald Trump they are making a huge mistake. Now is the time to start looking forward to prepare the organization for changes that have to be implemented in order for pharma companies to thrive and survive. Old thinking and strategies are only good for CEO’s who want to maximize their compensation before bailing out. Continue reading
KEY TAKEAWAY: In talking to clients from over 15 pharma/biotech companies we predict that 2017 DTC spending will be flat or down when adjusted for increased costs. Companies will continue to experiment with digital but the disconnect between spending and ROI will hamper efforts. Continue reading
KEY TAKEAWAY: Developing a “me too” drug may be a waste of resources as insurers are only allowing one drug, in certain categories, on formularies. A strategy of “taking a slice of the pie” is shortsighted and fails to acknowledge the realities of today’s marketplace. Continue reading