KEY TAKEAWAY : McKinsey says: “Patients are becoming more than just passive recipients of therapies. “Healthcare will be driven much more by consumers than physicians, with patients increasingly coming to their doctors with more information, parameters they measured at home, and an informed opinion about how they should be treated,” says Dr. Bertalan Mesko, medical futurist and author of My Health: Upgraded”. How is pharma using this to leverage DTC? Continue reading
KEY TAKEAWAY: It has always been believed the objective of DTC marketing is to drive patients into the doctor to ask for your product but can DTC advertising still work in an era when insurers have a lot of power and patients face hurdles to getting an Rx? Continue reading
KEY TAKEAWAY: Consumers are not paying much attention to advertising today and among advertisers and ads they mistrust the most are DTC ads. Are marketers going to continue to waste money with ineffective ads or are they going to fight to get it right? Continue reading
KEY TAKEAWAY: The American Medical Association today called for a ban on direct-to-consumer advertising of prescription drugs, with physicians suggesting that TV and magazine ads could be contributing to the rising cost of expensive treatments however, they are wrong and need to look at the facts.
KEY TAKEAWAY: DTC marketing does increase awareness of new drugs and health conditions, but there is a huge disconnect between “taking action” and awareness. Continue reading
An estimated 50% of men have histologic evidence of BPH by age 50. However one of the biggest complaints of aging males is both the loss of energy and lower sex drive. Is testosterone therapy the answer and are the current DTC spots that are running for testosterone therapy making promises that aren’t proven by clinical evidence ? Continue reading
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… Continue reading