There 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 ?
OK, I get it. DTC marketers have to show ROI to get budgets from bean counter who know the cost of everything but the value of nothing but that approach is going to lead to a decline in DTC marketing effectiveness. Continue reading
POST SUMMARY: “When [what you are deeply passionate about, what you can be best in the world at and what drives your economic engine] come together, not only does your work move toward greatness, but so does your life. For, in the end, it is impossible to have a great life unless it is a meaningful life. And it is very difficult to have a meaningful life without meaningful work. Perhaps, then, you might gain that rare tranquility that comes from knowing that you’ve had a hand in creating something of intrinsic excellence that makes a contribution. Indeed, you might even gain that deepest of all satisfactions: knowing that your short time here on this earth has been well spent, and that it mattered.” Jim Collins, Good to Great: Why Some Companies Make the Leap…and Others Don’t Continue reading
POST SUMMARY: DTC marketing has changed a little, but overall DTC marketers are still relying too much on outdated marketing tactics to reach consumers who are taking a more proactive approach in health care treatments. Continue reading
POST SUMMARY: The news this week that more than half of all biopharma employees are looking to leave the industry should be a wake-up call for senior managers, but it may be too late as both digital and DTC pharma marketing continue to struggle to transform the organization from “big pharma” mindset to operating with a sense of urgency with a focus more on patients. Continue reading
POST SUMMARY: Unless pharma marketers are willing to take risks and transform outdated business models and processes DTC marketing could be headed in the same direction as the dinosaur. Continue reading
POST SUMMARY: If DTC marketers focus more on patient needs and wants instead of the “science of marketing” than direct to consumer marketing will be a lot more effective argues this author.