Category: As I See It

Why TV will continue to be the first choice for DTC

SKIMMERS SUMMARY:

  • Google has vowed to block cookies completely on its Chrome browser, which is used by around 70 percent of the world’s desktop computer owners, by the beginning of 2022. 
  • Display ads are usually reported to have an overall click rate of about five clicks in ten thousand ads served. If you want to know why the web is so appallingly littered with ads, it’s because to get five clicks you have to run 10,000 ads. If that’s not bad enough, 60% of the clicks are reported to be mistakes.
  • In one test, data bought from a data broker was able to correctly intuit the sex of an individual 43% of the time. A cat flipping a coin would be right 50% of the time.
  • According to Nielsen traditional TV viewing (over-the-air and cable) account for about 2/3 of all TV viewing and streaming accounts for only about 25%. The rest of TV time is used for gaming. Despite all the hype about Netflix, it accounts for about 2% of TV viewing.
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Why <strong>TV</strong> will continue to be the first choice for <strong>DTC</strong>

Your HCP marketing just became harder, a lot harder

Key Points:

  • Trust in the CDC and FDA has decreased dramatically during the COVID-19 pandemic among health care professionals, according to a new WebMD/Medscape poll.
  • Out of nearly 450 U.S. doctors surveyed in the same time period, 77% said their trust in the CDC has decreased and 48% said their trust in the FDA has decreased.
  • Health care professionals have been critical of these agencies’ decisions during the pandemic, with some concerned that their work has been politicized and now with advisory panel members resigning as a result of the terrible decision to approve Biogen’s drug you can bet that HCPs are going o want to see a lot more clinical data.
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Your <strong>HCP</strong> marketing just became harder, a lot harder

Using the Internet to reach doctors, numbers don’t matter. What you have to say and how you say are more important.

SUMMARY: Several online providers promise that they can reach physicians with your message, but I would argue that numbers are only important if they can be measured against key brand objectives. Ask your target audience what THEY use and how they use it to understand each platform’s relevance.

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Using the Internet to reach doctors, numbers don’t matter. What you have to say and how you say are more important.

A sad day for us all as the FDA continues to lose credibility

SUMMARY: The approval of Biogen’s Alzheimer’s drug, after its advisory panel turned it down, begs the Inspector General to open an investigation into the FDA. Biogen’s $56,000 drug is proof that it was never about the science; it’s about a lifesaver for a sinking company. In the meantime, caregivers are going to put their hope in a drug that doesn’t work and in garbage science with cherry-picked data.

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A sad day for us all as the <strong>FDA</strong> continues to lose credibility

Obesity represents a catastrophic failure of government policy, public health, and medicine

SUMMARY: Obesity has many causes, and while we would like to think the answer is as easy as people exercising more and eating less, it isn’t that simple. There is disagreement whether obesity is really considered a disease or a behavioral risk factor, similar to smoking, alcohol, and substance abuse that may lead to disease. Obesity is a multifactorial disease in which environmental conditions and several genes play an important role in developing this disease. Obesity is associated with neurodegenerative diseases (Alzheimer’s, Parkinson’s, and Huntington diseases) and neurodevelopmental diseases (autism disorder, schizophrenia, and fragile X syndrome). Some of the environmental conditions that lead to obesity are physical activity, alcohol consumption, socioeconomic status, parent feeding behavior, and diet.

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Obesity represents a catastrophic failure of government policy, public health, and medicine