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Contrarians POV

A dramatic shift in DTC marketing?

screenshot_64KEY TAKEAWAY: The distance between “awareness” of a health condition/new prescription drug and actually requesting an Rx for that product is increasing due to low trust in pharma, the ACA and insurers who are dictating which treatments are reimbursed. Continue reading »

DTC 6 to 1ROI?

imagesKEY TAKEAWAY: Whenever someone from an agency tells you that a DTC campaign generated an ROI of 6:1 my advice is to look hard at both how they calculated the ROI and how much their program actually contributed to the ROI of the ads. Continue reading »

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 »

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 »