Talking about what others are afraid to say
Every few months, someone on a brand team asks me some version of this: “How big does our patient population have to be before TV makes sense?” I wish there …
Is Your Patient Population Big Enough for TV Ads? Read More
Most pharma DTC dashboards are great at telling you what happened on the website and terrible at telling you what happened in the exam room. Someone sees your ad on …
How Pharma DTC Marketers Should Really Measure Campaigns Read More
Pharma marketers need to have an uncomfortable conversation, and it starts with two words that have dominated media planning for decades: reach and frequency. These concepts, while fundamental to understanding …
Pharma’s Obsession With Reach and Frequency Is Hurting Its Brands Read More
The familiar argument pharma marketers have used for years to justify their huge DTC advertising budgets is that DTC creates awareness, awareness gets patients into the doctor’s office, and patient …
Financial Return Behind Pharma DTC Model is Dropping Read More
If you’ve watched TV any time in the last 25 years, you know the formula: warm lighting, a golden retriever running through a field, a voiceover listing side effects so …
The Pharma Ad You Grew Up With Is Probably Dying. Here’s What’s Replacing It. Read More
Ten facts about how patients are really making treatment decisions today The recipe was pretty easy for years when it came to pharma DTC ads. Put out TV spots. Educate …
Is Pharma DTC Becoming Irrelevant? Read More
Pharma spends billions each year on DTC advertising to consumers, but too often assesses the performance of the DTC Managers responsible for that investment using metrics that tell you very …
Are Pharma Companies Measuring Their DTC Managers Wrong? Read More
Pharma’s DTC channel of choice is (and likely will remain for some time) TV. IQVIA estimates pharma spent over $6 billion on DTC TV advertising campaigns for 75 brands spending …
Prescription Drug Marketing Is Changing. The Bigger Question Is Whether Pharma Marketers Are Changing With It Read More