KEY TAKEAWAY: In a test of two markets for a new diabetes drug the market with TV, in the overall mix, scored higher in awareness of our target audience. Our conclusion was that DTC, via TV, is essential for awareness of new products. Continue reading
KEY TAKEAWAY: The current model of DTC marketing is unsustainable. If DTC marketers continue to use the current outdated model and spend most of their budgets on TV they are going to be spending more time trying to justify marketing dollars while business objectives may or may not be met. Continue reading
There are so many challenges facing DTC marketers right now including shrinking budgets and diversification of media that you have to wonder if there is enough talent to really break DTC marketing out of this funk. The priorities for pharma companies are to both reduce costs and to increase the effectiveness of all marketing programs. However is pharma it’s own worst enemy when it comes to embracing empowered health consumers and will antiquated processes and thinking limit DTC marketing ?
KEY TAKEAWAY: DTC marketing does increase awareness of new drugs and health conditions, but there is a huge disconnect between “taking action” and awareness. Continue reading
KEY TAKEAWAY: Whenever someone from an agency tells you that a DTC campaign generated an ROI of 6:1 my advice is to look hard at both how they calculated the ROI and how much their program actually contributed to the ROI of the ads. Continue reading
KEY SUMMARY: A large majority of Americans (82 percent) report seeing or hearing prescription drug advertisements, and 3 in 10 (28 percent) say they have talked with a doctor about the specific medicine they saw advertised. After talking to a doctor about a drug they saw, 15 percent of the public says the doctor recommended changes in their behavior or lifestyle, 14 percent say the doctor recommended a different prescription drug, 12 percent say they were given the drug they asked about, and 11 percent were instead recommended an over-the-counter option. Source: Kaiser Health Tracking Poll Continue reading
KEY TAKEAWAY: BMS has started a DTC campaign for Opdivo via branded TV spots, but is TV the right channel for this audience? Continue reading