Pfizer is adding humor to the battle over the post-menopause prescription market. Launched last week the “Let’s talk about change” campaign is a departure from the company’s recent “Tune into Menopause” campaign that featured Kim Cattrall. As someone who has sat in a LOT of research with women this YouTube video really misses the mark.
POST SUMMARY: It’s hard to have a meeting to discuss new DTC marketing initiatives without the dreaded ROI discussion. I understand that the current business environment in biopharma is about creating customers, but the problem is that consumers today don’t want to be sold. If you really want to closer to your customers, find ways to help them make better healthcare decisions and get good credible health information.
POST SUMMARY: If you want to understand why so many people are turning away from traditional journalists as news sources look no further than an article in VOX entitled “This drug costs $84,000, And there’s nothing the US health-care system can do to stop it.” It’s time to look beyond the cost and instead look at the value of these medications.
POST SUMMARY: According to McKinsey&Company “unlike successful B2C companies in other industries— which offer mobile solutions, provide personalized product recommendations, and empower customer-service agents with a 360-degree view of the customer—most healthcare providers and payors are lagging, as are pharmaceutical companies and medical-device manufacturers.” How much monger does pharma need to get the wake-up call?
One of the questions I get asked and asked again is “why haven’t most pharma companies changes in their approach to DTC and digital marketing?”. The answer to this is complex, but at its heart most major consulting research has indicated that time and time again pharma is a laggard when it comes to change and hiring people who can really question current thinking when it comes to meeting the needs of consumers of healthcare.