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
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
KEY TAKEAWAY: When it comes to prescribing medications for patients, physicians say overwhelmingly that “insurers dictate what to prescribe” and patients are caught in the middle even when they request a certain branded medication. Continue reading
KEY TAKEAWAY: There are a lot of good things being discussed at Digital Pharma East but one has to wonder why so may people are saying the right things but pharma’s digital initiatives are so lagging. Continue reading
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 If DTC marketers continue to use the current outdated model and spend most of their budgets on TV they are going to be spending more time trying to justify marketing dollars while business objectives may or may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 ?