- 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
-TV will continue to dominate DTC spend due to online ad fraud and fraud at point-of-care.
-While only 7% of viewers have asked their doctor about advertised medications TV still generates high awareness.
-TV ads are meant to drive people online, but pharma is dropping the ball with the connection between awareness and conversion.
-Blame lies with DTC marketers who want to “show that they are doing something” and agencies which are great at patting themselves on the back for DTC spots. Continue reading
KEY TAKEAWAY: Some are projecting that pharma is going to be spending more money for online ads. While I am skeptical of these projections, there are ways that pharma companies can really improve their online ad performance. Continue reading
KEY TAKEAWAY:Today’s online ads are not about getting in front of as many people as you can , they are about getting relevant ads in front of highly targeted people. This is especially true for pharma clients who are marketing specialty drugs and who don’t want their ads appearing on controversial sites. Continue reading
KEY TAKEAWAY: The online ad industry is in deep trouble. Marketers are questioning online ad effectiveness and consumers are sick and tired of viewing irrelevant ads when they are paying through the nose for broadband access. Pharma should not abandon online ads, but rather invest more time and effort to ensure they provide an adequate ROI. Continue reading