TV will continue to rule with DTC ads

KEY TAKEAWAY: For DTC marketers, TV is king and will continue to dominate most DTC budgets.  771,368 DTC ads were shown in 2016 , the last full year for which data is available, an increase of almost 65 percent over 2012. TV ad spending by pharmaceutical companies has more than doubled in the past four years, making it the second-fastest-growing category on television during that time. Continue reading

Lowering the fraud of online ads

KEY TAKEAWAY: Online ad fraud is shaking the online advertising industry at a time when advertisers are pouring a ton of money into the channel.  However, what’s been overlooked is that the creative for most online ads is horrible. If pharma marketers want to lower the risk of online ad fraud and improve metrics they have to do two things: ditch programmatic and improve online ad creative. Continue reading

Why is Genentech’s MS therapy CRM offline?

KEY TAKEAWAY: Enroll in the Genentech patient assistance (co-pay) for Ocrevus and you’re going to receive, via Fed-X, a booklet welcoming you to therapy. While I’m sure there is a marketing manager at Genentech that’s proud of this effort this CRM program could have been done online to provide better resources. Continue reading