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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TV will continue to rule with DTC ads

KEY TAKEAWAY: For DTC marketers, TV is king and will continue to dominate most DTC budgets. [inlinetweet prefix=”” tweeter=”” suffix=””] 771,368 DTC ads were shown in 2016[/inlinetweet], the last full year for which data is available, an increase of almost 65 percent over 2012.[inlinetweet prefix=”” tweeter=”” suffix=””] 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.[/inlinetweet] 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. [inlinetweet prefix=”” tweeter=”” suffix=””]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.[/inlinetweet] 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