- DTC advertising is designed to provide scientifically-accurate information to patients so that they are better informed about their health care and treatment options.
- There is never any requirement or obligation for physicians to prescribe a particular medication, as was confirmed by 91 percent of physicians in FDA’s survey.
- Beyond increasing patient awareness of disease (including undiagnosed conditions) and available treatments, DTC advertising has been found to increase awareness of the benefits and risks of new medicines and encourage appropriate use of medicines.
- In addition, DTC encourages patients to visit their doctors’ offices for important doctor-patient conversations about health that might otherwise not take place.
KEY TAKEAWAY:Per STAT news “in 2016, the most recent year in which data are available, spending on drug ads reached an estimated $7.6 billion, counting both traditional and digital channels. Most that money still goes to TV and print, the industry’s old stalwarts for reaching a mass audience”. Allergan pointed to the company’s historically large national TV advertising budget as an opportunity for cost-cutting. Will others follow? Continue reading
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
KEY TAKEAWAY: DTC marketers are continuing to allocate less to digital because they mistakenly believe that consumers, once they see a TV ad, are going to run to their doctor to ask for the product even though research shows TV ads are only 7% effective. Continue reading
KEY TAKEAWAY: According to FiercePharma, the pharma category is up 20% in TV spending so far, after increasing by 20% in 2015, according to the research note reported by Yahoo. Overall, TV ad spend increased by 6.4% and 5.3% in Q4 2015 and Q1 2016, respectively. Will pharma’s addiction to TV ever be broken? Continue reading
KEY TAKEAWAY: DTC marketers, perhaps misled by agencies, still allocate a vast majority of their DTC spend on TV while digital gets too little funding and thought. This is a further clue that DTC marketing is on a downward spiral. Continue reading
KEY TAKEAWAY: DTC ads raise awareness of health problems and new medications, but they are not cost effective in driving prescribing behavior. To succeed, DTC marketers need to focus more on an integrated approach with allocates more to digital marketing. Continue reading