- In 2018, the National Cancer Institute estimates there will be 1,735,000 new cases of cancer diagnosed in the U.S.
- During the past 12 months, health care ads have reached 75% of U.S. cancer survivors on television, 54% at doctor’s offices and 40% via magazines.
- When asked what sources of information they value the most, it’s no surprise that all survivors look primarily to their medical support team (doctors, nurses, pharmacists), medication packaging/labels and family/friends.
- In 2019, people are expected to spend an average of 170.6 minutes each day on online activities like watching videos on YouTube, sharing photos on Facebook and shopping on Amazon. They’ll spend slightly less time — 170.3 minutes —watching TV.
- In the U.S., however, TV is still king. Internet usage will not eclipse TV viewing there until 2020, according to Zenith.
- Most advertisers are ahead of the curve, except pharma.. Globally, they’re expected to spend $60 billion more on internet than TV advertising in 2019.
- 80 percent of Internet users, or about 93 million Americans, have searched for a health-related topic online, according to a study by the Pew Internet & American Life Project.
- 187 commercials for about 70 prescription medications have collectively aired almost half a million times since the start of 2018.
- Drug companies shelled out $2.8 billion, according to marketing analytics provider iSpot.tv.
- Spending on digital remains weak for the drug industry.
- According to research conducted by a professor at MIT programmatic ad buys may not just be unproductive, it may be counterproductive.
- 3rd party data may be useless at the most elementary of targeting tasks.
- Using data acquired from 3rd party brokers improved targeting performance by 184%,but creates extra costs of about 238% on average in comparison to random placements.
- Adobe inspected traffic across thousands of its client sites and found that 28% of the traffic showed “non-human signals” indicating that it was fraudulent.
- It’s estimated that less than 5% of consumers ask their doctor about/for a drug product after seeing a TV commercial.
- People who are interested in new advertised drugs usually go online to “get more information”.
- Pharma websites are becoming a less important part of the decision making.
- Switching money to online ads is not going to help.
KEY TAKEAWAY: Too many DTC marketers are letting their agencies waste their money and in the process making their TV spots less effective with too much frequency. Continue reading
KEY TAKEAWAY: While TV DTC ads show no sign of declining television-advertising sales in the U.S. fell 7.8 percent to $61.8 billion last year, the steepest drop outside of a recession in at least 20 years, while sales at cable networks slumped for the first time in almost a decade. And there’s no sign of a pickup in 2018, excluding cyclical events like the Olympics and the midterm elections, according to data from Magna Global. Continue reading