KEY TAKEAWAY: AbbVie is airing DTC ads for a disease state site on endometriosis in preparation for the launch of Elagolix. The site and the commercial are both well done and provide a resource for women living with endometriosis. Continue reading
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
KEY TAKEAWAY: Today DTC TV ads drive people online to learn more so drug marketers need to make it easier for their targeted audience to remember drug names that are too often hard to remember and spell. Continue reading
KEY TAKEAWAY: Assuming that consumers “tune out” or “tune in”risk information via DTC TV ads ignores one important aspect: consumers are not going to run to their doctor after seeing a DTC TV ad. Continue reading
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
KEY TAKEAWAY: Janssen’s campaign for their AFIB drug Xarelto is a good one. The banner appeared in the NY Times health section which in turn leads to an in depth article on AFIB with an ad for Xarelto in the sidebar.
KEY TAKEAWAY: The US market for major depressive disorders will rise from $2.4 billion in 2015 to $4.6 billion in 2025. Rexulti, I believe, is doing a great job trying to reach new patients with a great creative TV spot. Continue reading