6 Year old DTC study is not​ applicable today

  • A CMI/Compass study in 2013 suggested a dip in physician support for DTC with less than half (48%) indicating that DTC advertising informed, educated, and empowered patients. And, a slight majority (53%) of physicians who responded to the survey were opposed to DTC advertising.
  • 78% feel that Direct-to-Consumer advertising leads to a preference for brand name drugs when a generic is adequate
  • Only 20% of physicians agree (5% strongly; 15% somewhat) that Direct-to-Consumer pharmaceutical advertising strengthens a patient’s relationship with a clinician
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What happened to Millenial health?

  • According to the Lancet “from 1995 to 2014, there were 14,672,409 incident cases for 30 types of cancer. Incidence significantly increased for six of 12 obesity-related cancers in young adults (25–49 years) with steeper rises in successively younger generations.
  • The risk of cancer is increasing in young adults for half of the obesity-related cancers, with the increase steeper in progressively younger ages.
  • Obesity has been repeatedly linked to an increased risk of certain cancers. The World Health Organization has called obesity a “rising epidemic”, with over 1 billion adults considered obese worldwide.
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Millennials not going to the doctor (apps don’t replace physicians)

  • A Kaiser Family Foundation (KFF) survey and followup analysis by Kaiser Health News found that 26% of 1,200 respondents said they didn’t have a go-to primary care physician.
  • Nearly half (45%) of 18-to-29-year-olds said they didn’t have a primary care doctor.
  • Millennials tend to want to have access to care right away, they want it immediately and they want to be able to see a doctor quickly. 
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While CPG brands move digital in-house, pharma continues to rely on agencies

  •  91% of brands have moved at least a part of their digital marketing operations in-house. (Source: Search Engine Journal)
  • Cost efficiency, greater control, and increased transparency are amongst the biggest reasons for in-housing.
  •  56% of respondents say a lack of existing talent and skills to build a competent in-house team in the biggest obstacle.
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Surely there are better uses of Medicare dollars than Apple watches

  • Apple has been in talks with at least three private Medicare plans about subsidizing the Apple Watch for people over 65 to use as a health tracker.
  • Insurers are exploring ways to subsidize the cost of the device for those who can’t afford the $279 price tag.
  • It’s the segment of health insurance with the highest dollar revenue and margin per member
  • But can seniors really understand how to use the watch with updates?
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