KEY TAKEAWAY: Just as insurers are asking pharma companies for proof that new drugs provide better outcomes DTC marketers should demand accountability from their agencies that recommended advertising is effective.
KEY TAKEAWAY: Doctors do not prescribe more branded drugs because of a “free dinner”. It’s because that, while at dinner, they are exposed to peer to peer presentations that increase their knowledge and help them better understand a drug’s benefit in patients.
KEY TAKEAWAY: More and more employers are reducing wellness programs and with the shortage of doctors, patients might feel like they are on their own in managing their own health. Strategically, this is going to lead to higher health costs while the key message seems to be “manage your own health”.
KEY TAKEAWAY: Although WebMD is the number one health portal patients do not make healthcare treatment decisions based on a stop at one website. WebMD could be part of an online media plan, but there are better options available to reach online health seekers.
KEY TAKEAWAY: Digital pharma West is taking place and the conclusion of the presentations thus far is that pharma people just don’t understand digital and how people are using digital to make health care decisions.
KEY THOUGHT: Designating someone a “rock star” because of something they have done is as common as a McDonald’s burger. If we are lucky enough to have the resources we need to succeed in DTC marketing we should not be designated “rock stars” as there are too many other challenges ahead.