According to the new University of Colorado Boulder research, patients-turned-social-media-influencers routinely offer prescription drug advice to their followers and often have close ties with pharma. If they’re paid, they are DTC; you had better let your audience know they are compensated.
Category Archive: DTC Review
According to Vox, “most consumers in the United States know the names of a litany of pharmaceuticals they’ll never come into contact with or need, thanks to the commercials that fill our airwaves day in and day out. Drugmakers spend some $6 billion on direct-to-consumer advertising each year. The ultimate goal is for some people to visit the doctor and ask about them.” But the number of people is getting smaller.
The way people search for health information online and make treatment decisions has slowly changed. DTC marketers who use the same formulas as before will find themselves adding meaningless data to slide decks to show that their strategy is working, but they are only following themselves.
For DTC marketers, TV is still the yellow brick road, but DTC ads are becoming a nuisance for consumers. Although research continually shows that DTC TV ads are becoming less effective, drug companies insist on spending millions on developing and airing the spots. “What we have here is failure to communicate.” Indeed.
Consumers would ask their doctor about an advertised prescription drug in a perfect world. In our REAL world, that isn’t the way it happens. Is there a disconnect between what DTC marketers think will happen and what happens with DTC?
Millennium Pharma’s ad and website for ENTYVIO touch all the bases with targeted patients. It shows that the team understands what it’s like for patients with severe ulcerative colitis. This is the kind of DTC that can help patients seek treatment.
It’s time to stop using worthless online ad metrics. Click-through rates are the most used KPI in marketing, but they are useless. Click-through rates don’t correlate with any meaningful brand metrics. Billions of dollars are “optimized” based on nothing but noise. “One impression’ is one web browser making one server request for one advertisement. Human eyeballs have nothing to do with it, so it’s all useless.
Thyroid eye disease affects more women than men, although men are more likely to have severe illnesses. The exact prevalence of thyroid eye disease is not known, but is estimated to be 16 per 100,000 women in the general population, and 2.9 per 100,000 men in the general population. So why in the hell is Tepezza running TV ads?