POST SUMMARY: 2014 is a banner year – producing the least number of letters by far – 10. Does this mean that DTC marketers are failing to push the envelope or is the FDA shorthanded when it comes to enforcement?
“I hope that in this year to come, you make mistakes. Because if you are making mistakes, then you are making new things, trying new things, learning, living, pushing yourself, changing yourself, changing your world. You’re doing things you’ve never done before, and more importantly, you’re doing something.”
OK, let’s face it, DTC marketers are playing it safe and living by the unrealistic rules of an out of touch FDA. When was the last time anyone recognized biopharma for groundbreaking marketing (other than ass kissers within our own industry)?
While the industry is still wondering how to deal with and use social media a leading online influencer said that “social media is over”. Conservative legal and regulatory teams are hurting DTC marketing compounded by the inability of DTC marketers to win over these teams through stronger alliances.
This year will see more pharma conferences with a rehash of trends and some brands patting themselves on the back while agencies look over the crowds for more potential revenue sources. Sure, there are some good one like InTouch solutions and Greater Than One but while they quietly provide real value and results the bigger agencies will be out to lasso new clients with inflated invoices by playing it safe.