July 14, 2014 11:53 am
POST SUMMARY: The trouble with people who think they are smarter than everyone else is that they can’t learn from others because they think they know it all. more>>
Those who access health content are also doing so using more than just PCs. In April 2013, 35 percent of visitors used mobile devices to consume health information. A year later, almost half of health information-seekers used mobile devices to consume health content. This uptick in mobile usage suggests two things: an increased reliance in managing one’s health issues on-the-go, and an increase in tablet usage at home instead of the PC. For those using mobile devices out-of-home to manage health issues, uses included understanding symptoms, treating a condition, or achieving one’s health goals. Comscore’s research indicates more specifically that on-the-go mobile users seek health information at doctor’s offices and while waiting for prescription refills at the pharmacy.
POST SUMMARY: Rather than surrender branded Lipitor sales to generic competition, Pfizer is fighting back by offering patients a “Lipitor Choice” card. However, insurers can’t be too pleased if patients opt for the more expensive branded product over the much less expensive generic. Who are the real winners here?
POST SUMMARY: Web analytics can provide a wealth of information allowing brand teams to determine if they are on target with the global launch of new prescription drugs. By developing a digital global launch excellence template organizations can benchmark if their message is cutting through the clutter to reach consumers who are likely to ask about your product.
POST SUMMARY: IBS affects between 25 and 45 million people in the United States (10 to 15% of the population). About 2 in 3 IBS sufferers are female. About 1 in 3 IBS sufferers are male. IBS affects people of all ages, even children. Although IBS is common in the general population, few seek medical care for their symptoms, so I have to wonder why Ironwood and Forest are taking such a bad approach to the DTC marketing for Linzess.
Women with children in the household are the primary users of online health information—they are the “chief medical officers” of their families. Roughly three-quarters of US women use the internet for health information, according to the Pew Internet & American Life Project, and many of them do so nearly daily. Yet when it comes to unifying the customer experience cross-channel less than one quarter of companies report they “always succeed,” while more than 60 percent “often or sometimes fail” according to a Forrester study .
According to Business Intelligence “The TV business has had its worst year ever. Audience ratings have collapsed: Aside from a brief respite during the Olympics, there has been only negative ratings growth on broadcast and cable TV since September 2011, according to Citi Research.” While the national network news seems to be sponsored by pharma companies consumers are consuming media elsewhere and time shifting their favorite shows because repetitive tv commercials are downright annoying.
If the FDA wants to make DTC TV ads relevant to consumers they need to revisit the guidelines they established years ago. For example, the requirement to add a “see our ad in…” is completely worthless. Does the FDA really believe that consumers are going to remember that ? Then there is the fair balance which is a bit of an oxymoron. What the FDA really needs to do is look at how people are reacting to these ads and better understand the steps they go through as they decide on which drugs they are going to ask about.
According to today’s Times “The market for testosterone gels evolved because there is an appetite among men and because there is advertising,” said Dr. Joel Finkelstein, an associate professor at Harvard Medical School who is studying male hormone changes with aging. “The problem is that no one has proved that it works and we don’t know the risks.” Many experts say that pharmaceutical advertising promotes excessive and inappropriate drug use by convincing patients that they are ill — or have a more serious condition than is genuinely the case — and need medicine to treat it. While television viewers are barraged with advertising warning men they may have “low T,” Dr. Finkelstein said, “There is no such disease.”
I never thought I would say this but pharma maybe putting too much emphasis on digital. Before you drop your coffee let me explain… The report from Compas released yesterday clearly showed the best way to reach physicians is with an integrated channel approach using digital and off-line channels. But what about patients and consumers? My thoughts are that the same thinking is needed along with an in depth understanding of each disease state psychographics.
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/Print they are going to be spending more time trying to justify marketing dollars while business objectives may or may not be met. Some brands understand this such as the folks at Biogen but there are still a lot of repetitive drug ads in prime time that are a complete waste of money. However with budget dollars hard to come by some DTC marketers are being forced to look at ways to maximize their budget dollars in other channels primarily digital.
This week the FDA announced their plan to conduct a new survey focusing on physicians and other healthcare professionals to understand the effect that direct-to-consumer (DTC) pharmaceutical advertising has on their prescribers’ behaviors; as well as gain their perspective on whether or not DTC drug marketing results in inappropriate requests for prescriptions or an overestimation by patients of their efficacy. As this announcement generated much curiosity with our media teams and our many clients, CMI/Compas decided to field their own ByDoctor Pulse study focusing on physicians perceptions of DTC – surveying both primary care and specialty physicians. Perhaps the responses here can serve as leading indicators for what’s to come…