DTC: less effective than we thought?

  • Follow up research with patients who were on therapy found that less than 2% of patients said that DTC ads were the primary factor in asking for a specific therapy.
  • The number one driver was recommended from HCP followed by online research and feedback from social media.
  • Patients said they “don’t pay attention to drug ads” because they are too repetitive and don’t address their needs.
  • Pharma websites continue to rank low on “meeting my needs” from online health seekers.

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DTC advertising benefits consumers

  • DTC advertising is designed to provide scientifically-accurate information to patients so that they are better informed about their health care and treatment options.
  • There is never any requirement or obligation for physicians to prescribe a particular medication, as was confirmed by 91 percent of physicians in FDA’s survey.
  • Beyond increasing patient awareness of disease (including undiagnosed conditions) and available treatments, DTC advertising has been found to increase awareness of the benefits and risks of new medicines and encourage appropriate use of medicines.
  • In addition, DTC encourages patients to visit their doctors’ offices for important doctor-patient conversations about health that might otherwise not take place.

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Big changes in DTC marketing warranted, but it comes with risk

KEY TAKEAWAY: Alexa’s monthly users have increased by 325 percent in 2017, equivalent to 2.8 million users.  At the same time DRG reported that 1 in two people have gone online for health information. The DTC playing field is changing, but can pharma marketers align their organizations to take risks? Continue reading

Developing a best in class health website

KEY TAKEAWAY: Successful marketers tend to spend less time planning and more time acting than average people. They get out into the world, try new things, make mistakes and fail at first and in doing so, they lay the foundation for future successes. Not only do they learn what will work by first finding out for themselves what does not, but they also benefit from unexpected experiences and opportunities.  To develop a great pharma product website be prepared to fail, but use a process that all but guarantees your success. Continue reading