SUMMARY: The biggest argument against pharma is the cost of prescription drugs. Pharma could do something about this by simply uniting to make it easier for patients who can’t afford their medications to get them free or at little cost.
OPENING: DTC marketers have relied too much on TV advertising. Despite data that shows that people are watching more TV than usual during the pandemic, there has been an overall and steady decline in traditional TV viewing in the past few years. Just 59% of US consumers watched traditional TV on a weekly basis in 2020, compared to 83% who did so in 2017. New ways to reach consumers need to be explored.
QUICK READ: Our industry is inundated with trade magazine pseudo awards that don’t mean a damn thing to the patients we serve. The dirty secret is that these trade magazines use these awards as a business tactic to draw in more readers and ad dollars.
QUICK READ: DTC is going to be a bigger challenge now than ever before. You need to be able to quickly shift resources from one channel to another to increase your metrics. Be pearled to fail if you don’t listen and keep talking to your audience for feedback as well.