Why TV will remain the first priority for DTC


-TV will continue to dominate DTC spend due to online ad fraud and fraud at point-of-care.

-While only 7% of viewers have asked their doctor about advertised medications TV still generates high awareness.

-TV ads are meant to drive people online, but pharma is dropping the ball with the connection between awareness and conversion.

-Blame lies with DTC marketers who want to “show that they are doing something” and agencies which are great at patting themselves on the back for DTC spots. Continue reading

DTC ads: Patients do pay attention but they don’t lead to desired action

unknownKEY TAKEAWAY: Target audiences are paying attention to DTC TV ads, but the results are not what DTC marketers want.  DTC TV ads increase awareness of new products and lead to visit to pharma product websites, but patients “comparison shop” treatments and even when they ask about/for a product it’s still up to their doctor to determine which one is right for them. Continue reading