-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:[inlinetweet prefix=”” tweeter=”” suffix=””]Today’s online ads are not about getting in front of as many people as you can[/inlinetweet], 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
KEY TAKEAWAY: For those of you who follow data Kantar Media has reported on the breakdown of DTC spending but keep in mind that these numbers are NOT accurate as it only represents paid media. Continue reading
KEY TAKEAWAY: With the drain of DTC talent more DTC marketers are relying on agencies to recommend and lead DTC marketing initiatives, but are they leading them towards what’s nest for their agencies or what’s best for the brand? Continue reading
KEY TAKEAWAY: According to John Mack ” common pharma marketing “wisdom” says the ROI of DTC is 2:1. However, in the changing healthcare environment is that still true? Continue reading