Category Archives: Prescription drug DTC marketing

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

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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