July 16, 2014 11:14 am
POST SUMMARY: Implementing a global digital marketing strategy for OUS affiliates can be challenging, but today digital marketers need to think about where patients, outside the US, are going for… more>>
POST SUMMARY: There is nothing like a bunch of ad executives getting together at a French resort to pat each other on the back for advertising, even id the ads were ineffective in driving brand objectives. According to the “jury” the pharma category, although there was good work, and much of it included digital components, the jurors found that there was “a lot of utility but not so much beauty.” P L E A S E !!!
POST SUMMARY: IBS affects between 25 and 45 million people in the United States (10 to 15% of the population). About 2 in 3 IBS sufferers are female. About 1 in 3 IBS sufferers are male. IBS affects people of all ages, even children. Although IBS is common in the general population, few seek medical care for their symptoms, so I have to wonder why Ironwood and Forest are taking such a bad approach to the DTC marketing for Linzess.
POST SUMMARY: Consumers today don’t want to be “sold”, they want credible, transparent health information to help them make healthcare decisions. However, the online environment of health information is often confusing and hard to understand, which in turn means that consumers have to spend more time online trying to get their health questions answered. There is a major opportunity for biopharma DTC marketers to make the leap from a website that “sells” to a website that provides answers.
POST SUMMARY: What is a “fair price” for a medication and who should decide the cost to our healthcare system? Drug prices are once again coming under scrutiny even though they only account for 10-12% of every healthcare dollar spent. The question comes down to this “are healthcare companies public companies functioning within a capitalist environment or are price controls going to be instituted thus limiting costs and revenues?”
POST SUMMARY: The $9 billion judgement against Lilly & Takeda on possible links with cancer and Actos stunned both legal teams. I don’t believe this judgement will stand but underneath all the testimony is a key lesson for the pharma industry: transparency around clinical trial data is essential and consumers are angry at any “big business” and will gladly take out their anger via huge awards.
POST SUMMARY: DTC marketing has not really kept pace with changing consumer needs and wants. While pharma is under increasing pressure to show ROI perhaps not everything we do has to have a hard ROI but rather meet patient needs.
Last week I published a link to 51 digital health metrics in 2013. The post had a lot of great stats but statistics without insights mean very little. Over the past 3 years I have reviewed a lot of data and sat in a lot of market research to better understand how people are using the Internet for health. It’s essential to understand the drivers of digital health so, as marketers, we can better provide patient/consumers with the information they need to make better health choices. Here is a list of what I learned…
Post Summary: TV, when used strategically as part of an integrated marketing approach, can generate awareness with target audiences but today generating awareness is often not enough to get people into their doctor to ask about your product. There isn’t one approach that can work across all brands and health conditions but one could argue that what is needed is an integrated approach beyond TV to get consumers to take action.