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Prescription drug DTC marketing

The challenges facing DTC marketing

images4There 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 ?
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DTC 6 to 1ROI?

imagesKEY 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 »

28% have talked with a doctor about a drug they saw advertised

UnknownKEY 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 »

What frustrates online health seekers on pharma websites?

UnknownPOST SUMMARY: While your web analytics might indicate that you are getting a lot of traffic to your product website upstream and downstream analysis indicates that visitors are also going to other health websites to both fact check your claims and help them better understand complicated health language. Continue reading »

Pfizer misses the mark with humor

offthemarkPfizer is adding humor to the battle over the post-menopause prescription market. Launched last week the “Let’s talk about change” campaign is a departure from the company’s recent “Tune into Menopause” campaign that featured Kim Cattrall.  As someone who has sat in a LOT of research with women this YouTube video really misses the mark. Continue reading »

Pharma knows you better than you think

imYLDb8xkhyoPOST SUMMARY: Drugmakers and Internet companies are quietly joining forces to link U.S. pharmacy records with online accounts to target ads to people based on their health conditions and the prescription drugs they buy but what do patients have to say? Continue reading »