- U.S. adults, internet use for health information is vast and growing; 8 in 10 adults say they use the internet for health and wellness purposes, an increase of 13% since 2015. (Source: Kantar)
- Ttwo in five ailment sufferers have seen or heard healthcare advertising on the internet or on a mobile device within the last year. (Kantar)
- Among the 61% of patients who had researched prescription drugs online in the past 12 months, 34% had requested a specific prescription drug at least once.
Among patients who had requested an Rx, 25% were prompted to do so by a TV ad and 25% by ads seen online. (DRG)
- An average 80 DTC ads air every hour on TV (Axios)
- The Medical Science Liaison (MSL) is a specific role within the pharmaceutical, biotechnology, medical device, CRO and other healthcare industries.
- MSLs have advanced scientific training and academic credentials generally consisting of a doctorate degree (Ph.D., PharmD., M.D.) in the life sciences.
- MSL’s can talk off-label with KOL’s but only if the physician initiates the discussion.
- Pharma usually applies quantitative metrics to MSL’s which may deter their value.
- They are usually overburdened with meetings and conference calls.
- Oncology DTC ads promise a lot, but the therapies are not right for everyone.
- Many of these treatments bring risks of painful — even life-threatening— side effects and carry total price tags pushing $1 million.
- There are few objective guideposts to determine which patients should get which treatments, or even undergo genetic testing to determine whether they are among the minority of patients who might benefit substantially from immuno-oncology medicines. (Source:STAT News)
- Elizabeth Holmes built her company Theranos on this invention she named the Edison. A miniaturized blood analyzer that would disrupt the $60 billion lab testing industry dominated by giants LabCorp and Quest Diagnostics.
- By February 2015 the Theranos fairytale was about to unravel publicly.
- John Carreyrou, the Wall Street Reporter who broke the story on Holmes and Thernos said “She (Homes) is a pathological liar. She wanted to be a– celebrated tech entrepreneur. She wanted to be rich and famous. And she wouldn’t let anything get in the way of that.
- For the media, Elizabeth Holmes’ story proved irresistible: a bright young woman revolutionizing blood testing, in Silicon Valley no less. Fortune magazine put her on their cover. Forbes named her one of the richest self-made women in the world. Time selected her as one of its 100 Most Influential People.
- To this date, most people in the media are not being held accountable for their part in building up Ms Holmes without asking tough questions.
KEY TAKEAWAY: People don’t trust pharma companies and pharma companies, it seems, could care less which is one of the reasons why DTC marketing is becoming less effective. Continue reading