Is pharma cutting digital for TV?

  • New products are being launched with heavy TV but product websites remain relatively unchanged.
  •  A report from Tel Aviv-based cybersecurity firm Cheq says up to 20% of ad dollars is being stolen through digital ad fraud.
  • With more consolidation within pharma vendors bigger agencies are more likely to recommend TV as opposed to digital but this is a serious mistake
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Oncology DTC

  • 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.

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Spending more money on TV ads doesn’t make sense

  • 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.
  • [inlinetweet prefix=”” tweeter=”” suffix=””]80 percent of Internet users, or about 93 million Americans, have searched for a health-related topic online,[/inlinetweet] according to a study by the Pew Internet & American Life Project.

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If your agency is recommending programmatic ad buying, change agencies

  • 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.

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The current DTC model is outdated

  • 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.

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