Align DTC marketing around the patient journey

KEY TAKEAWAY:Over the past 12–18 months, 61% of marketers say they’ve become more focused on evolving from a traditional marketing structure to roles aligned with a customer journey strategy  . Recent years have introduced a slew of new positions, ranging from “customer experience analyst” to “lifecycle marketing. DTC marketing should be aligned around the patient journey, not just traditional marketing. Continue reading

Senate Republicans stick it to Medicaid patients while pharma remains silent

It would be a big mistake to call the legislation Senate Republicans released on Thursday a health care bill. It is, plain and simple, a plan to cut taxes for the wealthy by destroying critical federal programs that help provide health care to tens of millions of people. Even with this charade pharma seems happy because “they got what they want” from this President. Continue reading

No, DTC ads are not going away

According to STAT “a drug advertising conference this week in Boston was packed with self-congratulatory sessions celebrating inspiring campaigns. But there was an undercurrent of unease about the prospect of a federal crackdown on pharma commercials”.  Despite what you hear or read DTC advertising is not going anywhere. Continue reading

Drug prices out of control?

KEY TAKEAWAY:  A new survey from Consumer Reports Best Buy Drugs shows that twenty-five percent of Americans who regularly take a prescription drug say they now pay more out of pocket than they did 12 months ago for at least one of those medications.  It’s just a matter of time before Congress takes action, but is the drug industry ready? Continue reading