SUMMARY: DTC metrics change by product life cycle and DTC managers usually have to justify their budgets. Never report just raw numbers. You should tell a story on the value of your marketing using metrics that senior managers understand.
TEASER: What DTC marketers and consumers do as the result of seeing a relevant DTC ad differs by a wide margin. DTC marketers would like to think that patients ask for the advertised drug when visiting their doctor, but that’s largely untrue.
THE SHORT: According to Medical News Today “in the United States (U.S.), an estimated 25.7 million people have some form of asthma, and 15 percent of these people have severe asthma that is difficult to control with standard medications. In the population as a whole, eosinophilic asthma is rare, affecting only 5 percent of adults with asthma or about 1.2 million people. Does TV DTC make sense to reach such a small audience?
QUICK READ: Pharma seems to be making great progress in the use of digital marketing to reach HCP’s but when it comes to consumers they still rate near the bottom.
QUICK READ: How has the pandemic affected DTC TV ads and what are people doing to learn more about new prescription drugs? These were the questions we posed in an online and phone survey. Here is what we learned…
QUICK READ: DTC is not going to go through a revolution it’s going to be evolutionary. Now is the time to get the right people in place and understand how people are going to verify your product claims.
QUICK READ: According to Fierce Pharma “mostly because DTC works. Study after study finds that patients follow the well-worn DTC advice and actually “ask your doctor” about a condition or a specific medicine after they’ve seen ads for a prescription drug on TV or online”. Uh…no
KEY IDEA: We live in a post-truth world. The institutions that were once trusted sources of truths are now regarded with deep skepticism by citizens and consumers alike. That’s changing the face of advertising.