DTC Objectives-New Drug Launch

IN SUMMARY: Launching a new drug in today’s challenging market can be tough. Your first objective, when it comes to DTC marketing should be to reach your target micro-segments with relevant messages. Today, one message for all segments doesn’t work. More emphasis on digital that works and less emphasis on mass channels.

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Pharma makes​ a point but will politicians listen

IN SUMMARY: When the list price of a drug goes up but the net price goes down there is something dreadfully wrong with our healthcare system. The hearings, before Congress yesterday, were meant to convey to voters that “we’re doing something” but patients are not likely to see any benefits from ANY Congressional hearings until the SYSTEM is questioned.

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Pharma sideshow to perform in front of Congress today

KEY IDEA: Today some pharma CEO’s will go to Congressional Hill to answer questions about high drug prices. Politicians are conducting this charade because they want to give voters the idea that “they care” and that they are doing something. What won’t be discussed are the real reasons American healthcare is the most expensive in the world with poor results.

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Defending the $375,000 annual price tag of a prescription drug

  • Catalyst CEO Patrick McEnany is now building his stand around the FDA approval of the $375,000 annual price tag it has slapped on its newly approved drug Firdapse.
  • “We believe that the pricing of our product is in line with the pricing of other products that provide significant clinical benefits” according to their CEO.
  • The CEO also says the company will do whatever they can to limit patients’ out of pocket cost but the damage is already done.
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Scientific American’s flawed DTC study

IN SUMMARY: According to a recent study in Scientific American, ” the FDA’s assumption that more risk information leads to greater concern about risk is misplaced. Across six experiments, comprising of over 3000 US participants, we reliably find that when drug commercials include all side effects (both major and minor), in line with the FDA’s regulations, consumers’ judged the overall severity of drug side effects to be lower than when exposed to only major side effects. This lowered assessment of severity led consumers to prefer the drug more—and made them willing to pay more for the drug”. This, to say the least, is a hugely flawed study.

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Our high cost of care will remain stubbornly fixed unless our behavior changes.

  • Our high cost of care and modest health outcomes will remain stubbornly fixed unless our behavior changes.
  •  Nearly 40% of Americans were considered obese in 2015 and 2016, a significant increase from 2007 and 2008.
  • 2016 study published in the Journal of the AMA found that only 2% of Americans met the ideal dietary guidelines adopted by the American Heart Association.
  • In a 2015 survey, 28% of American adults that they did not participate in the past year in any of 104 listed physical activities and were considered “totally sedentary.”
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