Category Archives: DTC Spending

What is the real value of DTC marketing?

Diabnosos resulting from DTC visitsKEY TAKEAWAY: It’s estimated, from previous research, that DTC TV ads are only 7% effective.  So then, what is the value of DTC marketing today in an era where mistrust is high?  The value could be to inform and educate consumers to “do more research” which in turn could lead to seeking treatment, although asking and getting a requested brand may be difficult. Continue reading

What do you expect your TV ads to do?

UnknownKEY TAKEAWAY: According to a 2016 STAT-Harvard poll, only 7% of consumer respondents were motivated to talk to their physician about a prescription drug they saw on TV, down from 21% in 2015. The poll also indicated that 57% of U.S. adults support ending Rx drug TV advertising. So then why would DTC managers continue to invest in TV? Continue reading

Will we ever see great, breakthrough DTC?

Someday_20564KEY TAKEAWAY: Great ads start with a focus on the target audience, but they take the concept of advertising one step further.  They aren’t afraid to “break the mold” of ads to create action on the part of consumers.  While the pharma industry has no shortage of self proclaimed ad awards patients are making DTC ads more and more irrelevant.  Continue reading