Don’t use random data for DTC strategic decisions

  • Random marketing data via social media may not be applicable for your product/health condition.
  • Marketers need to ask “why?” and “what does this include?”
  • Perfect example is the latest health data from Rock Health.  It doesn’t differentiate between health apps and fitness apps.
  • DTC marketers need to conduct their own research and validate it with follow up research.

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The debate on TV vs. online pharma ads

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Cybercitizen Health® Insights

Data from DRG Digital | Manhattan Research’s Cybercitizen Health® U.S. 2018 study of 3,084 U.S. patients show that:

  • Among the 61% of patients who had researched prescription drugs online in the past 12 months, 34% had requested a specific prescription drug at least once.
  • Among patients who had requested an Rx, 25% were prompted to do so by a TV ad and 25% by ads seen online.
  • Among the 65% of patients who recalled seeing or hearing TV ads about prescription drugs in the past 12 months, 22% had requested a specific drug.
  • Among the 49% of patients who recalled seeing or hearing online ads, 42% had requested a specific Rx drug.
  • TV or online ads may be particularly effective at reaching some condition groups. Among online Rx researchers requesting a prescription, patients with multiple sclerosis, hypertension and Alzheimer’s Disease were particularly likely to cite TV ads as the impetus for their request, while patients with hepatitis C, type 1 diabetes and severe asthma were more likely to cite online ads.

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