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Contrarians POV

Patient engagement and DTC marketing

Avoiding a Pitfall - Arrow Man Jumps Over HoleKEY TAKEAWAY: 30% of social media users prefer social care to phoning customer service and this is happening across age groups and income brackets: 17% of people older than 55 prefer social media over the telephone for service, and nearly half of people earning more than $200k per year prefer social media over live interactions for customer service. Continue reading »

Patient insights have to be integrated quickly

UnknownKEY TAKEAWAY: In an unpredictable healthcare marketplace with little flexibility and short-lived advantages, you win by adapting to change faster than others. You should be continually experimenting and identifying new options faster and more frequently. Test new ideas and then drop what doesn’t work and scale up what does. Continue reading »

Online ads becoming less effective

UnknownKEY TAKEAWAY: According the Columbia Journalism Review some 47 percent of US internet users now utilize ad blocking software. Consumers are, the study says, annoyed with “advertising and the interruption it causes to their reading experience.” Focus group participants seemed to particularly hate ads that surfaced based on browsing history. As one woman put it, “Online ads are obtrusive, obnoxious, annoying.” Continue reading »

Where does DTC marketing go from here?

screenshot_289KEY TAKEAWAY: How can DTC marketing evolve and stay relevant in a rapidly changing healthcare environment? The answer may be to make DTC marketing more personalized and targeted.  Focus more on helping people get on and stay on therapy which in turn can lead to a better overall ROI. Continue reading »

Trust: The missing ingredient in DTC marketing

screenshot_277KEY TAKEAWAY: For most pharma products trust is an essential element of DTC marketing that seems to be largely ignored.  Breakthrough therapies will always find a market, but for the vast majority of other drugs pharma is going to have to earn the trust of a skeptical public. Continue reading »

The digital health canard

UnknownKEY TAKEAWAY: Digital health is part of the overall health experience, but to believe that patients are going to use digital health to circumvent their physician is not founded in reality. Continue reading »

What do patients want?

ListenKEY TAKEAWAY: There are two things that today’s patients’ want in health care; empathy and to be heard.  Pharma has to find a way to take a more empathetic approach to DTC marketing if we want our efforts to be effective. Continue reading »